The Washington-based technology giant Microsoft recently unveiled a new logo in its attempts to rebrand itself as a competitor to Apple Computers, which recently became the most profitable company of all time with shares being sold at $665.15 on August 20. The California-based company beat out Microsoft’s old record for price-per-share.
But, while the new Microsoft logo may have stirred media buzz, some experts believe that it may have been poorly designed, according to Entrepreneur Magazine.
According the source, when businesses are crafting a custom label, they should be sure to create a font that fits their logo design. More specifically, if their logo involves a bold font, the letters should be spaced closer together while a more “elegant-looking” font will need further spacing between letters.
In addition, the font and symbol should be a good match. Using Microsoft as an example, the source state that the company’s new logo is cold and emotionless, almost like paint swatches found at a hardware store. This clashes with its font, because “its roundness gives it a warm, inviting feeling.” It’s important that the two match as this creates a consonance within the entire custom label and makes it more aesthetically pleasing for the customer.
While having a harmony between label and typograhy is important, it’s also critical that the logo will look great in both color and black and white.
“You want you brand to show up clear and sharp even when someone prints your color PDF on a monochrome printer,” John Williams, founder of a graphic design company in Nashville, told the source.
While a company’s priority should be toward creating an excellent product, it’s still important to be able to differentiate from competition based on looks alone, as first impressions are often very formative of consumer’s decisions. In order to design an excellent custom label, businesses may want to invest in high quality color label printers such as a Primera LX900.