Good VS. Bad Logo Design
Corporate Identity — Spring 2021
I believe that the Tostitos logo is extremely successful. It is a simple and clean logo that still puts forth a meaning and indication of what the brand does. The logo utilizes a custom font that is easily readable yet stands out from common fonts used by other popular brands. In addition, there is symbolism within the logo. The visual of two people sharing chips and salsa is made using extremely simplified shapes so that the word is still readable and it is not overbearing. The introduction of different colors within those simple shapes still make it noticeable though. Those characters are also what gives viewers a hint at what the brand does (make chips and salsas). Despite the dominant color of the logo being black, the logo maintains a lively and joyful tone. I believe the symbolic characters play a part in that as well as the general structure of the letterforms. The letterforms have slight tilts and variations that are subtle enough to not be distracting but they are prevalent enough that it gives the logo personality. I also think that the thin stroke outline around the word contributes to the lively tone. I think the outline gives it a sense of pulsing and dimension despite the flat color. So overall, the logo utilizes custom letterforms and simplified caricatures to create a clean and clear face of the brand.
The logo for Sun Your Buns is frankly hard for me to look at but just as hard for me to look away from. The longer a trained eye looks at the logo, the more dysfunction and poor craft is noticed. To start, the colors are all so bold and bright and heavy stacked on top of each other that it gets to be too overstimulating. Even if the blue and orange parts of the logo were removed from the yellow background, there are too many structural blemishes in the logo. Starting with the font, it consists of three different sizes and awkward leading. The font and styling of the tagline is awkward as well because of the distracting tracking used. As for the symbol, I believe it could actually have potential because it uses humor and has a clear indication of the business’s purpose, however it was executed poorly. The double crescents are meant to depict a butt although that is not completely clear at first glance. Part of the reasoning behind that again is the color choice of the orange on the yellow and the lack of contrast there. The worst part about this logo for me is the sun beams. Notice that beams are not all equidistant from the butt or from each other. Instead they are sporadic and extremely distracting. Finally, the distribution of weight in the logo is awkward. The “Sun your Buns” font is extremely dense and heavy while the butt/sun hybrid is very light weight. The tagline also appears as unstable and lightweight because of the tracking. It is safe to say this is not my favorite logo to drive past.