First of all, it is very easy to look at a logo, call it garbage, and then blame the firm that came up with the design. (I know who did it, not pointing fingers, not naming names).
I’m here to say that the design process has lots of twists and turns, and many players. A graphic designer’s job is to present many thoughtful ideas, listen to client feedback, and refine those ideas to create a final design. Sometimes the end result is client driven and that is ok. Not every project goes into the portfolio and that is also ok. I would imagine the final design was arrived at after a very convoluted process. I’ll give them that.
That being said, the final logo for Saint Louis County is garbage.
The circular design element around the Fleur-de-lis is straight off of iStock. Let’s just call it what it is: a crown of thorns. I know this, because I used a very similar graphic for a recent project only I actually used it as, well, a crown of thorns. Also, every single company in the St. Louis area thinks it is the best idea ever to incorporate either the Gateway Arch or the Fleur-de-lis in their logo. It’s not.
How they arrived at pink for the final color is also a head scratcher. Pink? The logo looks very feminine and this is accentuated by the stylized Fleur-de-lis which is very much starting to look like female anatomy. If you view the website, the pink is graduated at the bottom, which accentuates this. All I can think about is pantyliners and fallopian tubes.
Finally, the kerning is WAY off on all the words. Kerning is spacing between letters, and it is an extremely minor adjustment that most people aren’t even aware of but visually it balances the logo. This is on the designer, 100%. No client ever asks “Hey, can you fix the kerning on that?” This is something a seasoned designer would automatically fix and it is a detail that reveals the experience level of the designer and the attention to detail offered by the firm as a whole. To someone like me, it jumps off the page. Look at the word “LOUIS.” As my mentor Alex Paradowski would say, “You can drive a truck between the ‘L’ and the ‘O’ and the ‘O’ and the ‘U.’”
The news media is reporting that the new logo design cost $90k.* That is for the WHOLE brand package, which likely (hopefully) includes vehicle wrap, brand standards, stationery, website redesign, signage, development of the tagline, etc. (I don’t do websites but had they asked little ole me to bid on this project, my fees would have been a FRACTION of this. I mean, not even close. Not even in the neighborhood.) If I had a $90k project on my desk right now I could literally not work again until March 2025.
Let’s hope all parties did their due diligence. Let’s hope Saint Louis County obtained bids from a variety of St. Louis firms and evaluated the scope of work from said companies, and that they included a variety of firms and freelancers. Let’s hope the selected design firm offered multiple design options in colors other than vagina pink and without the Fleur-de-lis. Let’s hope the creative director pointed out to the junior designer that the kerning is way off and this will be fixed as the brand rolls out. Let’s hope that a fabulous client sends me a project with a budget of $90k today. Just kidding on that one. I’d rather have my current fabulous clients, and keep my design fees where they are. Fabulous, appreciative clients are harder to find than lucrative projects with 100 committee members, each having an opinion.
*Not an hour after hearing about this new logo on KMOX, they are now reporting that St. Louis County Executive Dr. Sam Page is asking to raise personal property taxes because, “We have over $2 billion in infrastructure projects that the county doesn’t have the money for.” If there was ever a time to use the face palm emoji, it is now. Saint Louis County should probably have used a portion of that $90k to hire a PR firm who would have avoided these two stories colliding on the same day.
Sources:
https://www.audacy.com/kmox/news/local/saint-louis-county-unveils-new-logo-county-slogan