Four Tips on Logo Design from Siegel+Gale

When Google redesigned its logo and stripped it of its iconic serifs, people criticized it as “boring” and “unimaginative.” But according Siegel + Gale’s Brian Rafferty, it may not have been a complete fail. The global director of research revealed to Fast Company that logo backlash is actually quantifiable, and approximately 15% of people will view a new logo as boring if they aren’t familiar with it. He also divulges a few other keys to logo success, including how to design for simplicity and trustworthiness.