Don’t Confuse Interesting Design With Confusing Logo
Check out this logo by a major company, we’ll point out the faults and how they can fix it. Learn what not to do with logo design.
Logo Design – Who Cares If You Can’t Read It?
If you’ve been following this blog for a while you’ll know that we really love interesting and stylistically forward logo’s but just don’t go overboard.
So we were driving down the street the other day and while stopped at a light, I glimpsed up and saw this logo and thought I would just have to bring it to you.
While I’m sure the place is wonderful and in all honesty, I really want to eat there in the near future, but I’m going to say that that is one bad logo. Doing a little research on the restaurant for this piece, I found that they are part of CJ Foods Group, which owns both Tous des Jours and the extremely popular Cold Stone Creamery which makes the design even more surprising.
A company this large should really have done the research. Here’s my problem with the logo, it’s hard to read! I figured that the exclamation point is an upside down “I” but is the spoon one as well? If they’re both “I’s” then why isn’t the two “b’s” different shaped as well?
My other problem with the logo is the “Hot Stone” now knowing that they are part of the “stone cold” chain then it makes more since but either way it’s totally lost surrounding the “o”. Maybe the “O” is meant to be the hot stone but I’ll have to get back to you on that one, once I’ve eaten there.
Now I do like the color combination, I like the green and dark grey but it’s totally lost on that tan background. Between the tree that was in front of it and the wall it’s mounted on, I’m surprised that I saw it at all and isn’t the point of the sign, really?
Maybe adding a splash of color and maybe figuring out which of the two ways they have the “I” will go a long way to making this logo more readable and visible and that’s really what a logo and sign are for.
To learn more about Brandings’ approach to the logo design process please follow the link or we’d be more than happy to answer any questions if you post them below.