Smorts High Res

The worst wins.

„A real contest to create a bad logo“ is what hides behind How Low Can Your Logo?, an initiative by Fuzzco and supported by industry names like AIGA, Counter-Print, Pentagram or UnderConsideration. The briefing? Designing a bad logo for the fictive client Simple Marketing Online Responsive Tech Solutions, otherwise known as SMORTS.

First thoughts

What makes a logo a good logo? Is its aesthetic? Its technical perfection? The idea behind it? Can an „ugly“ logo be good if it fulfills the needs of the client? Or if consumers simply like it?

After exploring the question of what makes a logo good or bad I strongly believe that it doesn’t really matter. That the question doesn’t have anything to do with visual perfection, good taste, or technical quality.

Smorts High Res Logo

My entry to the contest played with the idea of minimising the relevance of what’s good or bad when it comes to design. Because in the end, what really sucks as a designer, is getting a logo from your client in a word file.

You can see my entry as well as the ones from other participants at howlowcanyourlogo.

Irene Serrano.
2020