When we look at some of the biggest logos in the world, like Sony, Google, or 7-Eleven, we don't tend to think of them as actually being flawed. However, typography and design aficionados on Reddit worked out recently some of the most memorable logos out there contain flaws which may enhance their impact.

1. Imperfect logos create brand distinctiveness.
2. Flaws evoke emotional appeal and curiosity.
3. Optical illusions enhance impact.

Promotional Logos With Flaws That Work

Regardless as to how you feel about common brandingy fonts, looking at the 7-Eleven logo design, it seems pretty good. The logo might not seem to have any issues, in fact, it's rather pleasing to the eye and appears fairly even. Looking closer, however, it becomes apparent that there's a little typography trick going on. While the "ELEVE" part of the logo is in caps, the "n" is lower case -- "ELEVEn."

This logo is a case where what is technically correct doesn't work as well as something that is "incorrect." Design rules suggest you should never mix upper and lower case letters, but in this case, the result is markedly more pleasing to the eyes than a "corrected" version featuring all caps. This is one of those design tips that doesn't tend to get taught in university -- sometimes it's about what looks right rather than what is technically correct.

Similarly the famous Google "G" looks fine at first glance, but apply mathematics and it becomes apparent that the "G" is not geometrically perfect. Rather than being a flawless circle, the "G" is slightly shortened on one side. You'd think that this would lead the letter to have an uneven look, but the opposite is true. The shorter "G" seems smoother and overall more even when placed beside the geometrically perfect version. The perfect version is, well, less-than-perfect.

So what's at work here? Well it's all about the illusion of perfection rather than achieving actual perfection. How the human eye sees things isn't always how mathematics (or design logic) dictates things should appear. These logos are actually better for being "flawed, " and these flaws are actually innovative ways of achiving a natural curved look that tricks the eye. So when you're designing your own logo, take this lesson on board from the big brands - sometimes not only is it OK to be wrong, it can pay off big time!

Promotional Benefits of Imperfect Logos

Imperfect logos can offer unique advantages in terms of brand recognition and customer engagement. Here are three reasons why brands choose to incorporate flaws into their logo designs:

• Distinctiveness: Flaws in a logo can set a brand apart from competitors and create a memorable visual identity. A logo that deviates from conventional design rules captures attention and stands out in a crowded marketplace. For example, the lowercase "n" in the 7-Eleven logo adds a touch of uniqueness to an otherwise ordinary wordmark.
• Emotional Appeal: Imperfections in logos can evoke emotional responses and establish a personal connection with the audience. People are drawn to authenticity, and flaws can make a brand appear more human and relatable. When a logo is slightly asymmetrical, like Google's "G," it conveys a sense of approachability and friendliness.
• Visual Intrigue: Imperfect logo designs often break the rules of symmetry and uniformity, which can spark curiosity and intrigue. An unexpected element or flaw in a logo can captivate the viewer's attention and encourage further exploration. The subtle distortion in the Google "G" logo creates visual interest and makes it more visually engaging.

Illusion's Logo Design Power

Imperfect logos often rely on the power of illusion to create a visually appealing and impactful design. Here are three ways in which imperfections in logos can achieve the desired effect:

• Optical Illusions: By leveraging optical illusions, logo designers can manipulate the way the human eye perceives shapes and forms. An imperfect logo may use tricks like slightly altering the dimensions of certain elements to create the illusion of a more balanced and aesthetically pleasing design. Google's "G" logo showcases how a shorter side gives the illusion of natural symmetry.
• Psychological Effects: Flaws in logos can tap into psychological phenomena, such as the Gestalt principles, which explain how humans naturally perceive and interpret visual information. Designers may use imperfections to guide the viewer's attention or create a sense of closure. These subtle manipulations can enhance the overall impact and effectiveness of a logo.
• Curved Aesthetics: Achieving a natural and visually appealing curved look in a logo often requires subtle imperfections. When curves appear too perfect and precise, they can seem artificial or rigid. By incorporating slight deviations or irregularities, designers can create a more fluid and organic appearance that is pleasing to the human eye.

Summary

Imperfect logos have become a strategic choice for brands looking to cultivate a distinct image and engage their target audience. By breaking design conventions, leveraging optical illusions, and understanding the psychology of perception, these logos achieve a unique appeal that sets them apart from the competition. So, when designing your own logo, consider the power of imperfection and the impact it can have on your brand.

Remember, at Cubic Promote Australia, we believe in the power of promotional products, such promotional hoodies and bags, to enhance brand visibility and leave a lasting impression. Connect with us to explore an extensive range of customizable promotional items that can help your brand stand out and make a lasting impact.

First spotted here: http://designtaxi.com/news/396478/7-Eleven-s-Logo-With-Its-Mix-Of-Upper-And-Lowercase-Sparks-Design-Discussion/