When DIY Branding Goes Terribly Wrong

Want to design a logo in two days? It’s going to look like it was designed in two days.

After their kind-of-cool-in-a-way Daily Logo campaign, Yahoo! has released their redesigned logo.

I’m not going to say anything about the design, as I think it speaks for itself (although I will lament on the butchering of Optima and point out the unintentional irony in using bevels and embossing in the Flat Design Era). I’m more concerned with what CEO Marissa Mayer has to say about creating the new logo:

We spent the majority of Saturday and Sunday designing the logo from start to finish, and we had a ton of fun weighing every minute detail

“Really? A new logo in only two days? Wow, anyone could do that!” is what people are going to say, which makes what people like me do for a living seem like nothing at all. A good logo can’t be churned out after a couple hours of fun sketching, and a good brand takes extensive time and effort to build and maintain.

I’m not a pro, but I know enough to be dangerous

As designers, we’ll see a different meaning in her use of “dangerous”. It’s the ol’ “I can’t afford it, I’ll just get my nephew who has Photoshop and knows a thing or two about computers to do my branding for me” deal. It’s dangerous to both our business, and to yours in the long run. You wouldn’t leave dental work to a non-professional, and while it may not be quite the same thing, you shouldn’t leave any major branding and design work to a non-professional either. If you think it’s that easy, anyone could do it. And seeing the new Yahoo! logo should show why you shouldn’t leave your branding to just anyone.

WebDesignerDepot goes so far as to call it a Branding Disaster, the comment sections on Brand New are hilarious, and type designer Jessica Hische has some issues with the presentation.

Renovating your bathroom yourself can be fun, sure — but if you don’t have any experience with plumbing and try to do it in a day, you could easily bust a pipe and end up with shit everywhere. And if you try to quickly throw together a new logo yourself with no expertise, you’re going to end up with shit too.