A Bad Logo Can Cost You Dearly—SEC Glasgow Logo Critique
Have you ever had that feeling of being disconnected from your surroundings? You’re certain that there’s something deeper that connects the things around you, you just can’t quite put your finger on it.
This is a great feeling if you’re away on a peaceful retreat strolling through a beautiful glen amongst the heather.
If you’re trying to navigate your way through the hustle and bustle of Glasgow with the family in tow it’s a bit of a pain.
This was the dilemma facing visitors to the SEC.
People were missing the fact that all three facilities; The SSE Hydro, SEC Armadillo and the SEC Centre were connected.
What went wrong with the SEC logo?
There were probably several reasons for the misconception. But undoubtedly some of the blame lay with the logo. Here’s why:
The Armadillo in the Room. The strong visual focus on the Armadillo roof spines left out the other facilities.
Dated Photoshop Effects. Once popular bevel and gradient effects began to make the logo look out of touch and unprofessional.
Competing Elements. The complexity of the design drove the logo elements to compete rather than coordinate with one another.
Professor X. While Bank Gothic is a solid font with some nice geometric features it is usually associated with action movies like The Hunger Games and X-Men. Unless Professor X is your guest speaker, it’s probably best to steer clear.
How did the SEC fix their logo?
Design agency Freytag Anderson got involved.
The goal was to consolidate the brand and show people that the 3 facilities; The SSE Hydro, SEC Armadillo and the original building, SEC Centre were linked.
Subtle elements of the building architecture were incorporated into the logo design. A good example can be seen in the way the curvature of the C matches the curved shape of the SSE Hydro building, or the way the kick on the S mimics the SEC Armadillo roof shape. The subtle nods to the event spaces make a lateral connection between the logo and the buildings themselves.
The overall composition points to people coming together in the event space. The letters sit inside larger shapes, this communicates a sense of unity and containment. Careful attention has been given to the kerning so that the logo, like the buildings themselves, doesn’t feel cramped and claustrophobic.
A clear, unambiguous statement of purpose was added to further improve the logo. ‘Scottish Event Campus’, in this simple statement we learn where the facilities are and what their function is. While the logo is complemented by the tagline, it doesn’t rely on it. The tagline can easily be removed if necessary for certain display mediums.
Simplicity. The new simple, compact design makes the SEC logo easier to place alongside other elements in various mediums.
Finally, a new font was introduced. The Effra font features clean lines, open proportions and circular characters that give a soft yet corporate appearance.
The SEC logo redesign is a beautiful example of how a well known brand can reconnect with it’s customers using solid design principles.
Good Design Doesn’t Just Happen
Good design doesn’t just happen it is the product of careful planning, intelligent choices and solid design principles. These principles can be applied to all aspects of a company’s brand, have a look at our design portfolio for some ideas.