The window to your soul...why bad logos are bad for business

The window to your soul...why bad logos are bad for business

If your eyes are the window to your soul, then your logo is the window to your business. It tells your consumer everything they need to know – and it often pains me to see businesses who are starting off on completely the wrong foot with their design.

As one of my colleagues pointed out to me, it’s a little like turning up to an interview for your dream job in ripped jeans and an old t-shirt.

So this week at Visualise Graphics we thought we would have a little bit of fun and take a look at some of the worst designs we could find on the interweb. We hope you will laugh, we hope you will cry, but most importantly we hope you will appreciate just how important good design really is.


In 2010 Gap changed its logo from a big, bold and vibrant logo that caught the consumer’s eye to three letters accompanied by a blue gradient square. The change was meant to mark a move from “classic, American design to modern, sexy, cool.” Unsurprisingly, the new logo came under a huge amount of flack and Gap did a complete 180, sensibly moving back to their original, twenty year old popular logo. Well….we suppose no publicity is bad publicity?

Arlington Paediatric Center

Unsurprisingly, this family medical clinic went viral for all the wrong reasons a few years back. And it’s easy to see why. This has to go down in history as one of the most uncomfortable logos we have seen. As a general rule we would recommend having an outsider having a look at your branding – to make sure it doesn’t end up….well like this!


Another company that would have benefited from having a proof-reader is MegaFlicks, whose use of font resulted in some rather troubling branding. It may be that they find themselves turning customers away….for all the wrong reasons.


Ah poor Pepsi they really just can’t seem to get it right. Their latest advert with Kendall Jenner caused so much uproar, they were forced to take it down, but that was by no means the first time Pepsi have come under derision for their choice of logo. Take a look at this beauty below – now it’s mean to symbolise someone having a good ol’ burp after enjoying a cool glass of refreshing pepsi. But, let’s be honest it really looks like someone who has put on a huge amount of weight due to overindulgence. And that’s what every soft drink manufacturer wants – to be associated with obesity. Oh pepsi. Time to get a new marketing team we reckon.


And last, but by no means least is this very happy fellah, who knows perhaps this is part of some secret marketing strategy. We sincerely doubt this local satellite company would have got as much “exposure” see what we did there? Without this intriguing logo…

And, if you would like some help with your logo, to avoid getting noticed for all the wrong reasons please feel free to give our team a call on 0208 088 2153 or drop us a line.

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