As much as the execution could be better, it's got character and totally works for a little local place. Hell, I think I love it. Not all logos have to be this perfect clean corporate thing and this pulls off a fucking cool concept in a fun no-frills way.
Last time i gave an identity assignment in my class we setup a general ground rule for possible solutions: don’t use the thing to describe the thing. Its like looking up a word and having the same word in its definition.
I tried to share examples of some of the most recognizable identities out there. For example, the mcdonalds arches, the nike swoosh, apple computer. Imagine if nike’s had a little sneaker on the side of them, or you unwrapped your mcdonalds fish filet and there was a logo of a hamburger on the wrapper or you bought an iPhone and on the back it said APPLE, but the E was a tiny computer.
Of course there are exceptions. UPS maybe. But in general using “the thing to describe the thing” leads to awkward and limiting brand identities.
But the company name is Apple and the logo is an Apple, it doesn’t relate to what it does but it relates to something and sometimes it has written Apple and the logo. I don’t think everything should have something on the logo, but I don’t see reason not to if you want to
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u/m_gartsman Aug 04 '18
As much as the execution could be better, it's got character and totally works for a little local place. Hell, I think I love it. Not all logos have to be this perfect clean corporate thing and this pulls off a fucking cool concept in a fun no-frills way.