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If logos could kill

I’m not even sure if there’s an actual golf club called the Spartan Golf Club, but its logo is lethal and legendary (especially in the design/logo world).

The image on the left shows the Spartan Golf Club’s logo, while the image on the right shows what most people would’ve chosen as its logo.

The Nobel Peace Prize winner Daniel Kahmann has given a great explanation about how our brain operates in his book Thinking, Fast and Slow.

Our brains aren’t excited if we see a gloriously designed ‘S’ (or SGC) because the part of the brain that controls emotions cannot process language. 

What excites the brain is a connection to a positive memory that can be attributed to the brand. 

Connecting a Spartan helmet and a golf club in one swing is a deadly hole in one!

Decorating an ‘S’ has no connection whatsoever to that or any such brand.

There’s a lot more to logos than meets the eye. 

Takeaway

  1. Ensure someone on your team can understand the branding aspects of your marketing, especially your logo.
  2. Then invest wisely in a partner who can really help your brand.

Which is the best designed logo in your opinion? Let me know! 

There are three responses to a piece of design – yes, no, and WOW! WOW is the one to aim for.

Milton Glaser

Kurian Babykutty

CEO, 40 Parables

Kurian’s a steward of storytelling and a keen observer of people, which is why he geeks out on making marketing meaningful.

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