I can’t believe I actually had this conversation a few years back when I had PA&D in Chandler, Arizona, I had a conversation with a company regarding their Craigslist, crowd-sourced logo design and the CEO wanted the truth — “I’m sorry but, your logo really does suck. Can I ask, how much you paid for it? $50.00? Fifty dollars? Five Zero? — And you’re not happy with what you got?”

The first rule of logo design…

“Half of all clients and half of all ad agency people have no idea what it takes to develop a logo that is unique, memorable, durable, and embarrassment-free. But, 100% of people who believe they can look at a thousand logos from websites like Craigslist and get a great logo have no right to bitch about what they get, let alone what they paid!”

The 2nd rule of logo design…

“A unique logo design doesn’t follow current design trends, or more precisely, a unique logo doesn’t look like the current Photoshop filter trends, but rather should reflect the product or company it is designed for. Is it appropriate or gimmick?”

The 3rd rule of logo design…

“A memorable logo is never simple to create. It takes time and talent to reduce an image or icon down to its simplest and most memorable form and make it work equally in color, gray scale, black and white as well as read clearly at varying sizes. The Apple logo is the perfect example of this rule.”

The 4th rule of logo design…

“A great logo design will stand the test of time and require only minimal updating over its lifespan, not complete overhauls as design & fashion trends change. Unfortunately JCPenney didn’t read or follow this rule.”

The Final rule of logo design…

“A great logo comes from and interactive and iterative process between the designer(s) and the client. Each designer has their own number of steps, but they all usually follow a path of; input, discovery, conceptualization, focus, presentation, and refinement. Very few, if ANY, great logos have yet to come from crowd-sourcing their design.”

Below are some examples of logos that have stood the test of time. The first is the Burger King logo which has been modified six times since its original introduction in 1953. The version on the left, “A” is the revised “bun halves” logo introduced May 1, 1994 and continued in use until June 30, 1999 when the right side, version “B” was introduced.

Another very recognizable logo is that of Starbucks. In the side-by-side below, version “A” is the fourth version which first appeared in 1987 and was used up until 1992 when it was replaced by version “B” which was used from 1992 to 2011 when it was replaced by the sixth version of the Starbucks logo, not shown here.

Another great company logo is that of Apple Computers, which actually dropped the “Computers” from the name as they branched out into iPod, iPads, iPhones, etc. A lot of people don’t know it, but the rainbow apple was actually their second logo which was used from 1976 to 1998. The version “B” logo made it’s appearance about 2008 when Apple dropped the candy color from it’s iMac line of products.

While I was Executive Creative Director of E.B. Lane in Phoenix, Arizona, our client, the NFL Team the Arizona Cardinals went through a logo change. Version “A” first appeared in 1960 and remained in use until the Cardinals updated their look with a slightly more aggressive logo represented by version “B’ which was introduce in 2005 and has been used by the NFL team since.

AS for JCPenney’s new logo update, only time will tell.

Since I listed this blog entry a few days back, I have since seen the roll-out of the new JCPenny branding TV spots created in New York and I have to say that I just don’t see the brilliance. How will this improve jcp’s perception by consumers when a new logo and teaser TV spots are no fix for a business model with a history of problems. Trying to make the logo feel like the American flag and trying to sell “fair and square” pricing as the reasoning for this current (in a series) makeovers is also a problem unto itself that consumers will not buy into easily.

If you’re going to introduce a new logo based on “fair and square” pricing, then it makes sense to me that you would have to execute your mass marketing in a way that “explains” what is now fair and square and what wasn’t before, or better yet, how about starting at “square one” and executing concepts from a “building block” approach that consumers and the media can quickly understand and see that these are “real changes” not just marketing/advertising executions. If jcp is thinking outside of the box…which is made up of 6 squares, then the “6″ fundamental building blocks of successful retail should be; Price, Product, Place, Promotion, Promise, People, and each of these 6-P’s of retail marketing would/should become “square one” in order of importance for jcp advertising and marketing executions.

The executions could be as simple as; explain better pricing, market desirable products and convenient locations, offer exceptional promotions, develop a rock-solid promise or guarantee of satisfaction/service, and put your people and your customers into your marketing, store displays, traditional print, outdoor, and social medias.

Just a thought.