The Business Insider politics blog recently ran a feature on Twitter reactions among the graphic design contingent showing a group largely dissatisfied (or, “flaming out”) over what someone produced in the way of a logo for the Sen. Ted Cruz (R-Texas) campaign for president.
Main criticisms are:
1. It looks like a burning flag
2. It looks too much like the Onion logo
3. It looks too much like the Tinder logo
4. It’s predictable
5. It’s boring
“SO MUCH needs to be said about this,” Debbie Millman, chair of the Masters in Branding program at the School of Visual Arts in New York, told Business Insider.
“I think the logo is terrible, for two reasons. First: Really? He’s running for President and this is the absolute best he can come up with? It’s so ho-hum, it is so predictable and boring, that the immediate impression it projects is YAWN. Second: So the flame includes a burning flag? Isn’t that illegal?”
Whatever your take on the logo itself, you have to admit that it does sort of look like a flame. Throw in the American Flag imagery and you’ve got a burning flag. Or a flag that is a flame, meaning that it could burn something. It’s fire, basically.
Debbie Millman makes a good point, however, about the predictability. Imagery is shared, consumed and regurgitated so rapidly and widely these days that something as seemingly simple as a logo can have huge implications for your marketing campaign. When choosing a designer, you want someone who has the vision to think these things through before your audience does it for you.
This is one of those cases when “group brainstorming” might come in handy in a design review.