Can you tell me what makes a bad logo?
Is it unsymmetrical, lacking balance, and over-customized?
Or is it too basic, forgettable, and generic?
See, it’s hard to pinpoint what makes a logo bad because it always depends on its use case and requirements.
That’s why it’s always best to gain context first, then you can better evaluate what needs fixing!
So with that said, let me introduce you to IV Refresh:
In this week’s newsletter, I’ll be going over what made this old logo design of mine “bad” and discuss the changes I’d make now (if I had to redesign it).
At first glance, what stands out most is how generic it looks.
Back then, my brand strategy process was simply to look at the industry, understand what the standard was, and try to emulate what felt right for the brand.
Fair to say my brand strategy approach has changed a lot since then! (And if you want to change yours for the better too, you can get my Brand Strategy Kit here it has video tutorials, templates, guides and more).
Anyway let’s unpack what made this logo ‘bad’.
Chaotic Composition:
The graphic is overcrowded, and the text placement above it disrupts the visual hierarchy, creating confusion and making the logo appear unprofessional.
Failed Focus:
I used different fonts to separate the two words, but the placement makes ‘IV’ (which should be the main focus) appear as a background element. Also, the basic font choice for ‘IV’ makes it difficult to stand out.
An Overly Obvious Approach:
The industry is saturated with liquid-themed logos, meaning this design just fades into the crowd!
Careless Colours:
The multiple shades of blue highlighted the brand’s lack of direction and amplified the other design flaws (looks like something from clipart).
Now that we know what needs fixing, let’s do just that ⬇️
1. Fixing the Fonts
I’ll choose a handwritten, flowing script to match the liquid theme and pair it with a clean sans serif to convey the brand’s professionalism.
2. Making Movement
Instead of the illustration of water, I’ll extend the tails of the I and V to show fluidity while suggesting a heart monitor (highlighting the health benefits of IV drips).
3. Simplifying the Colours, Maximising the Impact
The multiple shades of blue gave the brand an amateurish look. Instead, I’ll use two serene shades with striking contrast to represent the brand’s strength and the rejuvenating effects clients experience after their treatment.
Finishing Touches
You might have seen that I posted this logo redo on Instagram (if you haven’t already, you can watch that here).
The feedback was mostly positive, but there was an interesting observation - some viewers weren’t reading the logo as intended.
Several people mentioned they were drawn straight to “refresh” instead of focusing on “IV” first.
This is exactly why constructive criticism is so valuable, once it was pointed out, I couldn’t unsee it!
It’s funny how when we’re deeply involved in a project, we can miss obvious things.
Anyway, with this feedback in hand, I opened up Illustrator and took your advice ⬇️
So what do you think?
The redesigned logo reflects the industry and service provided in a subtle and seamless way (that’s the power of strategic decisions!).
Chat soon,
Abi.
P.S. If you want to start incorporating more strategy into your design process, my Brand Strategy Kit makes it easy to do so (with video tutorials, templates, guides and more).
It helped Rosanna, it can help you too👇
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