Logo Critique

Alex Carde

Logo Critique

1.       Tostitos- The target audience for Tostitos is large gatherings.  They have created a product that has turned into an event.  Yes, getting together and hanging out with friends while scooping salsa out of the bowl with Tostitos is definitely an event.  It is extremely successful in doing so by its logo because if you look carefully there is actually two people that create the “t’s” in the writing that are eating chips to create the “I” they surround.

2.       Fed Ex- Fed Ex has a generic audience of people who are looking to ship things, but they then target things like businesses by adding the speed and efficiency factor.  Through their logo they successfully do this by adding in an arrow between the “d” and “e” to represent their speed and precision.

3.       Big Ten- The Big Ten is a division 1 collegiate sports conference.  When the conference was created there were only ten teams in it.  It has recently expanded to a twelve team conference, but wisely, the board did not want to change the logo due to branding.  They already have this logo in everyone’s mind.  So, they got creative and added a “1” on each side of the “T” in the center to represent the two teams that the conference now includes.

4.       Baskin Robins- Baskin Robins is a very well-known company and logo.  They are known for their ice cream and variety of flavors.  They represent this in their logo by using purple and blue, which really makes it stand out.  They too got creative and in a white outline have a discrete “31” in there to represent the 31 different flavors that they serve in their stores.  The success is shown in the reputation of this company.

5.       Chevrolet- Chevrolet has a very interesting, simple logo.  Simple is not always bad.  The sharp edges show the tough history behind the company.  The logo is also gold, so right away you think of ‘trophies’ or ‘first place’.  The logo only helps the reputation of being a first class, American made vehicle.