New Discussion: How Bad Can Cheap Be?

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The president of the company was presented with three options for his new trademark. All three were purchased online – and all were bad typographic treatments. One of the three included a graphic element. None of the three “designs” had anything to do with the company that they were to represent – and, in fact, none of them would position the company in a way that people would distinguish the company from either their direct competition – or from the thousands of other brandmarks that people see every day.

I was asked which of the three designs was the best. I suggested taking a deep breath and beginning the process over again as none of the submitted designs would stand out. They are way too cluttered.

Think simple! Put yourself in the position of the user of the service – what would get the “user’s” attention in the most obvious and direct way, and what will the user remember when needing that service in the future. 


About Nate Marks

We live and work in a world of visual images.
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