Wednesday, September 2, 2009

Logo Deathmatch 3 - Service: Utilities

I feel like I'm beating 'logos are a reflection of the company they represent' to death, but honestly, I keep finding logos that make me just sort of sit and stare, wondering why anyone would not only think that they would make a good first-impression on any customers, but would pay for the privilege of using them. The stellar example on the right, for one -- strung out and not well-contained, completely generic text, and a tacked-on symbol that both fights the company initials for dominance and has almost nothing to do with the services provided. I understand that RWE is actually based in Germany, so it's possible that in Europe, an intentionally-pixelated silhouette of a hand is somehow representative of gas and electricity, but I somehow doubt it. Maybe it's meant to represent the last outline of their customers after a natural-gas explosion caused by their services, it makes about as much sense as anything else I can come up with. Or it's implied that this will happen if you use a competitor's service; which might actually be kind of clever, but mostly as a late-night television parody. Either way, I find it highly unlikely.

This logo has its weaknesses; it's fairly long, and probably wouldn't reproduce well at a small size, but at least it seems to have some relation to the industry it's representing. Even if the flame-icon is a little over-obvious, it does its job, and the rectangular pattern it rests on suggests, at least to me, the colors at the heart of a candle-flame. Or the notches on a thermostat, and either way, it's a better indicator than the random hand on RWE's logo. The logo is balanced fairly well, the image and text flowing back and forth without competing, and the low, long shape gives it a sense of stability -- always a plus when talking about explosive gas. The loss of color would hurt a bit, but this logo would reproduce well in black and white, and could easily be placed on a letterhead, building sign, or other advertisement.

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