Public Relations & Social Marketing Insight

Three weeks ago the Metropolitan Museum of Art—known colloquially and now formally as "the Met"—unveiled a new logo and identity system designed by the international firm Wolff Olins. The response from critics was swift and fierce. Influential typographer Erik Spiekermann harped on the logo's proportions and "forced curvy shapes"; New York Times critic Michael Kimmelman accused the museum of pandering to younger audiences; and Justin Davidson, of New York magazine, compared it to a typographic bus crash. Ouch.

It’s a familiar scenario with logo and identity reveals—the images get passed around the Internet, critics weigh in, and the peanut gallery follows. Such was the case with Google, Airbnb, Hillary Clinton's campaign logo, the Olympics, and the rebrand that (arguably) sparked incendiary "logogate" culture: Gap.

Logo design holds a very important role in the promotion of any brand. A logo is the main identity of an individual or a corporation. The logo design process is very complicated as it requires incorporating the complete image of a person or a company into one single image that would be used for this purpose for years.

A logo must be creative, otherwise it won’t stay in the minds of the viewers and thus, the brand would be forgotten too. A logo may be predefined or exaggerated depending on the need of the client. But the most important thing in logo designing is the, “less is more” strategy...