Small towns and communities are rich pickings when it comes to stinky logos.
So while the logo profiled here is bad, it’s typical of the kind of design small towns often end up with.
This is often because towns have small budgets to work with, so they often rely on volunteer or inexperienced designers. Sometimes they hold design contests, which is almost guaranteed to produce a bad logo design.
But perhaps the biggest reason small towns get such badly designed logos is the “design by committee” process that takes place in city council meetings. Elected officials can’t seem to help themselves when it comes to giving their opinion and input, even on something which they have no experience—like designing a logo.
So, with that wordy preamble, we present the new stinky logo for Fayetteville’s Public Works Division:
This is a bad logo. For so many reasons.
#1 Too many Fonts. In a logo, three is too many. Two is usually too many. One. One is almost always enough to get the job done.
#2. Horrible Font Choices. The massive PWC in thick obnoxious type is too much. It completely overpowers the dainty lettering of the rest of the logo. And what’s with the two lines extending from the P and C to create a sort of floor under the logo? It sort of puts the rest of the logotype underground. Or is PWC a roof on the rest of the design? Who knows?
#3 Bad Kerning. Kerning is the spacing between the letters. Do you see the huge space between the HO and ME so the descender on the Y can have some space? Even with the space, it still bumps up against the O. Also notice the space between Home and Town is bigger than the space before Utility. And yet, the descender still touches the T. It’s just sloppy.
#4. Mismatched Styling. Why is the F in Roman, while the rest of “ayetteville’s” is Italic? And notice how the two ls reach up higher than the F? It makes the spacing between PWC and the rest of the logo uneven. It’s just bad.
This logo stinks so bad someone ought to sue the city council.
Believe it or not, that’s exactly what the Public Works Commission has done. But not because the logo stinks.
No, they like the logo. There’s no accounting for bad taste.
The legal battle is over whether Fayetteville or PWC should be at the top of the logo.
The city council wants the city name on top. The PWC wants their name on top. We just want the whole logo to go away.
One of the commissioners had this to say about the logo:
“When I get my bill, I don’t care what the logo looks like, a quarter million dollars just to get the same font or something, I don’t know.”
Yeah, the fact that you don’t care what it looks like is pretty obvious. It looks like crap and you’re okay with it.
We’re starting to think that this country could use a few more designers on city councils.