Does this client need a new logo. What is good or bad about this logo.

Is this logo well designed? Is this logo poorly designed and why. Do you think that it should be redesigned?

riccard0's picture

Starting from something very, very basic: what "oving" means?

blank's picture

Isn’t this what the client is paying you to determine?

Bendy's picture

Oh, dear. Yes, this logo is confusing.

What's poor?

Firstly, the eye doesn't easily read the words in any particular order. We don't know where to start. The position of the words makes it read backwards. Why is the text broken this way?

Secondly, the text sizes make 'people' the least important part of the logo. At small sizes that word is going to become unreadable.

Thirdly the mix of type styles seems not to be purposeful. Why is 'people' in caps? Why is 'moving' in a serif font?

Fourthly, what are the segment and the swoosh supposed to represent? Why is the graphic element obscured by the text? It looks very cluttered.

Fifthly, the m and p look poorly executed custom jobs.

jazzhustler's picture

I'd say that you've one too many type styles going on there - Italic Serif, regular Serif & San serif. Other than the point about the M being too far removed from the rest of the word 'moving', making it appear as 'Oving', I'd also sat that the Enlarged First Letters of each word are too disparately sized for it to be cohesive enough as a logo. In a word 'messy'.


hrant's picture

Do they make food processors?


Bendy's picture


Holy Donuts's picture

Bendy, Thank you. I am really looking for this kind of objective commentary from totally unbiased designers.
We will be showing this forum to the board of directors.

This work is pro bono, They are a not-for-profit. We desperately want to improve their image.
We are grateful for comments like yours that will support our case when we present to the board again.

We need only convince them of what we well know.

Holy Donuts's picture

I did not design the logo in question.

Bendy's picture

>totally unbiased designers

Careful then, I am strongly biased against homemade logos.

If there's room to change the name of the organisation I'd try that too. You could pay a professional designer to rebrand it into something unique that will really attract people on the strength of the logo alone.

aluminum's picture

"We will be showing this forum to the board of directors. "

Probably a bad idea. What are they going to care what a bunch of random internet people say?

Holy Donuts's picture

By unbiased I mean:
Not pals with the designer of the logo in question.
Not a board member, student or teacher of the dance company.
Not affiliated with the current design team.

Bert Vanderveen's picture



You have to wrap your mind around this. Exercise for the brain, too!

. . .
Bert Vanderveen BNO

ecs's picture

How do you knock this logo out of a background? What is the name of this company?

Here are two questions which, if they have to be asked, indicate that the logo does not communicate and is not versatile for branding executions.

designpuck's picture

I took a (wrong) stab at it and typed "Dance People Moving" into google...

Moving People Dance website

The site's got simple lines and what look like crisp stock photos...but maybe a logo, if it's meant to be a visual representation of the organization's core character and unique spirit, could imbibe more of this (contemporary?) funk:

MPD Dancers in action

designpuck's picture

Scratch my above comment. I didn't realize a board of directors would be reading this.

Here instead is my (a bit cheeky but considered) advice:

1. Hire a designer and trust their experience and expertise (it's what you're paying for) to design. And yes, as with almost everything in life, you generally get exactly what you paid for in terms of talent, experience, ability and quality of ultimate outcome.

2. Take on a role of design expert or experienced art director in the project, if you've dedicated your professional life to the visual communications industry (or are secretly an unappreciated design genius—aren't we all). Otherwise, don't.

3. Designers are not robots who "input my visionary direction into software programs I can't be bothered to learn." (If this approaches your conception of design, just hire a nephew who knows some photoshop).

4. And remember, the phrase "designed by committee" is never, ever, ever a compliment. (It also implies unsteady leadership and lack of vision). Even ten brilliant individual art director visionaries, if they're put on a committee with everyone's input given equal weight, will produce a compromised, negotiated, bland, mediocritized, unfocused pile of mush).

4. Did I just invent the use of mediocre as a verb? Mediocritized?

5. Final Step: If you've done step one and only step one, enjoy your organization's professional, apropos and unique new visual identity.

cldunitz's picture

I didn't design this logo either, but I have to figure out how to minimize it's worst qualities so that we can portray this fabulous little company as what it truly is: fresh, unique and energetic.

Unfortunately, one of the board members, working with a photographer, created this logo before my partner and I joined the board and took on design and tech support - pro bono - as our contribution.

The company has invested money in having signs made, and so cannot afford a new logo at this point (not to mention that the board member who created the travesty is still around and screaming about artistic rape).

I have a work-around, and everyone on the staff is happy with the new design direction. This WILL come up at the next board meeting though, which is why we submitted it here and asked you all for your honest opinions. Sometimes knowing you are right, and why you are right isn't enough. You need back-up.

Thank you for your help - I appreciate your time - and talent.

Thank you!!!



dberlow's picture

Does the Pope need dancing lessons?


Don McCahill's picture

Any chance of building a real logo, rather than a wordmark? With a short company name, you can sometimes incorporate it into a logo. But with such a long name (I thought it was a moving company, for a few minutes) you should build a real logo with no text, just something that says "Dance" graphically. Then use it with the company name set beside it.

Bendy's picture

It's great that at least now you're talking about the values of the company: fresh, unique and energetic. You will need to think a little harder about what makes the company unique though, then hopefully you can start to think about how those values are portrayed in the logo. That's what branding is. The current logo communicates no brand at all and it unlikely to succeed on its own. (What I mean is that unless somebody already knows about the company they are unlikely to suddenly get interested by seeing just the current logo.)

The unfortunate thing is, unless you have senior management buy-in you'll find that nothing can change. If they can't see for themselves that a new logo is an incredible asset, they're not going to be persuaded about something they don't understand.

I'm speaking from the perspective not of a designer here, but of someone who has in the last six months taken an international company through a dramatic rebrand and met with a fair amount of resistance. I'm still not sure our Managing Director is convinced of the reasons we rebranded, but he does trust out judgment and that has been really important.

It sounds like the people in this company could benefit from talking to other organisations that have rebranded, to design agencies, and to their target market to find out their opinions. Our market thought our old brand was 'ok'. For a company positioning itself in the 'premium' category this was not what we wanted to hear.

I hope I'm not teaching you to suck eggs :)

PCARTER's picture

Oh man. It's unbelievably bad.

Beyond that, it's nearly pointless to criticize it because it is so far off from anything acceptable.

cldunitz's picture

Having done a couple of branding projects, one of which was for a multinational
Telco. I can't even begin to describe the foot dragging, mud slinging and death threats (honest) that went on over that project, which I eventually completed sucessfully and whith no loss of life. So I understand the process. Unfortunately, this is a very small and struggling not for profit, and recreating anything right now isn't in the budget. We will be able to guide them through a branding and redesign project when the time, budget, and emotional wherewithal is right!

And no worries - I'm really difficult to insult - lol!


designpuck's picture

I love helping not-for-profits that wouldn't otherwise financially have access to the level of design thinking that could really help distinguish and advance a good group or a good cause.

But first, they have to want it. And they have to know and trust they are in good hands.

I've learned you have to start with that (to do good work with fiscally poor, committee or consensus-driven passion organizations).

Nick Cooke's picture

Pro bono design by committee?

Wow, somebody's a glutton for punishment.

Nick Cooke

Maurice Meilleur's picture

When the time comes for the redesign--and you should keep pushing to make it sooner, not later--explain it to the board this way: They have certainly solved one problem with their logo, which is to capture the energy of dance. But how they would react if a dancer came to audition for them, and did nothing but flail his arms and legs and head around in different directions, completely out of step to any rhythm or music or the dancers around him, and without a care in the world for whether his movements were communicating anything but confusion and disarray to the audience?

A logo that doesn't get across the name of the company, that has no graphic rhythm and unity, and can't be used in any practical graphic applications without destroying them is just like that dancer.

funk_king's picture

may as well add my 2 cents worth. i thought initially the 'logo' was for a moving company perhaps? as a logo should somehow - almost magically - distill and present some important essence of the company; this misses the mark, especially for a dance company - no lines, no grace, no movement, no fluidity. while it is unnecessary to be harsh, i doubt this helps sell the company's service which is the purpose of such things, no?

Tomi from Suomi's picture

May I also say that logo is very badly made. It has nothing of a good logo to make it a good logo.

What it does, it screams: I am useless!

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