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How To Tell If A Design Studio Is Truly As Great As Advertised
By Mikelle Leow, 31 Aug 2018
Images via Bloomicon / Shutterstock.com, Google Git and Wikimedia Commons
If you’ve ever landed on an agency or startup’s website, you’re likely to have come across what is dubbed as a ‘logo soup’—a chain of logos representing the clients that the company has worked with.
Rachel Berger, chairperson of Graphic Design at the California College of the Arts, told Quartz that designers are most likely to display their clientele this way. Not only are they aware of the power of logo design, but they leverage ‘logo soups’ as a “shortcut” to establish themselves as successful professionals without having to explain their work.
These accolades should be a good gauge of a firm’s experience, right? Apparently not. As it turns out, you can’t really judge a studio’s work quality by how potent its ‘logo soup’ is.
At the Adobe 99U Conference, Emily Heyward, co-founder of renowned branding company Red Antler, described that she would “dig in to exactly what [designers] did” if she were a client.
A showcase of logos might imply that the firm is the creator of a prominent client’s logo—but for all you know, it could have just designed a landing page that one time.
“It’s very easy for people to throw up logos and claim they worked with them extensively…” Heyward added. “The Warby Parker logo is on every website in New York City.”
Another sign that calls for probing is if a firm displays a logo from a big name like Google. According to Berger, “the bigger the brand, the more skeptical” you should be. Additionally, the more brandings found in a company’s ‘logo soup’, “the less work I’ll think you’ve done.”
The one takeaway? It’s best to seek out the actual designers behind these logos, but if that’s not possible, it won’t hurt to dig deeper and inquire more about an agency’s work.
[via Quartz, cover image via Bloomicon / Shutterstock.com]
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