A couple of months ago, for some unknown reason, STC decided to change their logo. Now, lets make this clear: I am not a fan of this company nor an enemy. I don't like their old logo and new one just demonstrate how logo choice should not be but in the hands of the gay and the stupid (not that I have anything against these people too)
Now when it comes to logos its not only a matter of taste. Logos serve alot of purposes. decoration is the least of which. you could spot a McDonalds sign from 5Km away and you can spot something as small as a Nike logo. You can recognize your favorite logo even if the shelf is full with other products. If a company does good advertisement they wouldn't have to say much. just show something good and their logo in the background.
lets take a look at the new STC logo:
now I know what you're thinking right now. its not a butterfly , I asked. I think they were going for something that symbolizes freedom and that there are no restrictions ... bla bla bla.
Heres my take on the logo:
1. you cant copyright this logo. I could use a very slight change in the color gradient or change the smear a bit and I have my own logo. and people would mix them up.
2. It lacks consistency. you wouldn't know where it starts and where it ends its just a smear.
3. It doesn't come in monochrome. a good logo could be painted in one color as well as full color. I wouldn't really dwell on how hand that could be.
4. The tag line: its the moto of the company and it usually explain the logo. First month they went with be free. then they went with we are together. its only a matter of time till they go with "together we suck!".
There are other things I should point out but I wont. too lazy.
Best way to salvage this is first man up , then fire the designer
No really to fix this i suggest they ad a bit of consistency: by chancing the gradient colors into separated color patches . lower the color gradient to 3 main colors (they can add whatever they want later)
Same thing Saudi ARAMCO did:
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