The importance of logos, and why some should have been crowdsourced

The importance of logos, and why some should have been crowdsourced
SHARE
THIS



Ever wondered what the fuss around logos is all about?

If done right, a logo can indicate, with just one image or word what your company is all about.

Take Amazon’s logo as an example. The arrow is suggesting that Amazon has everything from A to Z, and it’s smiling at the customer.

FedEx cleverly designed its logo to include an arrow between the E and the X, signifying speed and precision – what the company’s core selling points are all about.

Switzerland chocolate company, Toblerone, is from a town referred to as The City of Bears, Burn. If you look closely at the Swiss mountain, you will see the silhouette of a bear.

Having started DesignCrowd and BrandCrowd, I’ve come to know that getting a logo is one of the smallest bits of work you will ever have to do. So why do so many brands get it wrong?

For every good example of a logo design, there are too many bad ones. So in the last few years, more and more small businesses and big brands started using crowdsourcing to design a logo that captures the brand (like Doritos, Google and Coca-Cola).

While crowdsourcing is not the right path for every business or every project (in some circumstances, traditional agencies may be a better fit) most design projects – particularly logo design projects – lend themselves perfectly to crowdsourcing.  

In this article, I wanted to share a few logo fails with you, that could have been avoided if the project had been crowdsourced.

South Australia

After months of hype and $1.3 million dollars spent to create it, the new South Australia logo was slammed by locals and the wider Australian community.

Some even thought it resembled an origami Pope hat, and that it certainly wasn’t an image that will draw people to a place. After spending $1.3 million on the design, it’s no wonder Tasmania wasn’t included in the logo, as it would have cost them a further $13,000.

Transport NSW

One of the many things you want to avoid with logo designs, is creating confusion between your brand and that of another. This is where Transport NSW failed quite terribly.

The new logo cost $1 million to create, and is unmistakably similar to the Tennis Australia logo, according to many Reddit users and some media.

With the help of the wider crowdsourcing community and of being able to share designs internally for feedback before selecting the perfect one for your brand, Transport NSW could have avoided making commuters wondering if they’re at a train station or a tennis clinic.

NRL

The NRL's new logo received mixed reviews from the design community and the public (with one poll saying 17% thought the logo was "ugly").

The NRL competition is one of the largest sporting competitions in Australia (like the NFL in the US) and the public and design community would've jumped at the chance to participate in an open design contest. It could have also given the NRL some much desired global attention.

 

There’s a sense of failure and missed opportunity in all of these designs. It’s clear big brands have a lot to learn from small businesses when it comes to crowdsourcing. Those brands that do take the step towards crowdsourcing, will soon find themselves rolling in ideas and designs, great publicity opportunities, and a whole raft of cost savings to enjoy. The public and the design community will clamour to work on your project and share their ideas with you and the world.

Alec Lynch is the founder and CEO of design crowdsourcing marketplaces DesignCrowd.com.au and BrandCrowd.com.

Please login with linkedin to comment

Latest News

Coopers Release New & Limited Edition Hazy IPA Via TABOO
  • Campaigns

Coopers Release New & Limited Edition Hazy IPA Via TABOO

Looking to entice a more progressive audience into the Coopers family, Australia’s largest independent brewery has released a limited edition Hazy IPA. The product has launched via a national OOH and digital campaign in collaboration with Melbourne creative agency, TABOO. TABOO is behind the exciting new illustrative can design, inspired by the Australian landscape. The […]

Ben & Jerry Goes Political In ‘Unfudge Our Future’ Campaign
  • Campaigns

Ben & Jerry Goes Political In ‘Unfudge Our Future’ Campaign

Ben & Jerry’s has unveiled their latest limited-edition flavour: Unfudge our Future, to urge Australia’s leaders to tackle climate change by making fossil fuels history. The launch aligns with the Federal Government’s preparation of a history-making economic reboot in the upcoming October Budget, with Ben & Jerry’s joining forces with 350.org Australia and the Climate […]

Celeste Barber Encourages Aussies To ‘Get Your Jugs Out’ In Hilarious BRITA Campaign
  • Campaigns

Celeste Barber Encourages Aussies To ‘Get Your Jugs Out’ In Hilarious BRITA Campaign

BRITA Australia is today proud to reveal its latest national campaign, ‘Get Your Jugs Out’, starring Australian comedian, Celeste Barber. The quirky campaign encourages Australians to make the switch from bottled water to great tasting filtered tap water, using a BRITA filter jug at home, with the creative brought to life with Celeste’s cheeky, yet relatable sense of humour.

Enero Posts Net Revenue Increase Of 4.9%
  • Media

Enero Posts Net Revenue Increase Of 4.9%

Forget 2020's plagues, pestilence and famine says Enero, as balance sheet comes out with sweet smell of potpourri.

by B&T Magazine

B&T Magazine
You Can Now Limit Who Can Reply To You On Twitter
  • Technology

You Can Now Limit Who Can Reply To You On Twitter

Twitter is saying ‘bye to the reply guys’, allowing users to control who can reply to their Tweets. ‘Reply guys’ have long been an issue on the social media app, where users (often anonymous) frequently comment on posts in an annoying, condescending or otherwise unsolicited manner. Twitter first put these users on notice in May […]

Home Office Set Up for Webinar and Teleconference whilst respecting the lockdown due to the corona virus outbreak
  • Media

The Virtual Conference Network Launches In Australia

The Virtual Conference Network, an Australian-founded disruptive alternative to video conferencing, has today launched to provide risk mitigation, improved flexibility, new post-event revenue streams, and optimal cost-effectiveness to conference organisers, business leaders and peak bodies. With over 20 years of first-hand experience with the high-risk and costly ways of delivering traditional conferences, co-founders Alex Paine […]

Medallia Appoints Heather Paterson As ANZ Country Manager
  • Advertising

Medallia Appoints Heather Paterson As ANZ Country Manager

Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]

IAS And Channel Factory ‘Channel Science’
  • Technology

IAS And Channel Factory ‘Channel Science’

Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized.  More than ever before, advertisers are searching for ways to streamline their media buying and improve […]

by B&T Magazine

B&T Magazine
Playing
  • Technology

Google Presses Play On Programmatic Audio

If CV-19's given us anything, it's more podcasts than you could listen to in 1000 lifetimes. Monetise yours with this.

by B&T Magazine

B&T Magazine