Monthly Archives: November 2014

The Elephant Test

designed by Horrible Logos. So bad it's good.

Have you ever heard of the Elephant Test? It is, of course, related to the famous Duck Test…naturally. I prefer the Elephant Test because I think it’s more succinct. It refers to a thing or idea which, “is hard to describe, but you know it when you see it.” We are often asked what makes a good website or logo or brochure. We would like to provide answers to this by using the fabled Reverse Elephant Test. As in the Elephant Test, this works by showing you what absolutely is NOT an elephant. Thus, here are sites and logos that are not good. If they look at all familiar, call us, we can help.

Websites: This is terribly subjective. One person’s awesome is another person’s awful. On the other hand, we can all agree on some things. Mr. Tiwari’s site is an example (NOTE: do not click if you are susceptible to seizures). The realism of the blinking eyes in the lower left is…well, haunting, really. This amazing Space site is a trip down memory lane for some of us who were alive in the times of the early web. Wow, that beautiful blue (matching the blue of the mid-summer sky, no?) just pulls you right in. The overwhelming text, the broken links, the frames. Thank you, Ken Harman, just thank you.

Logos: It’s tough to distill bad logos down to just a couple. If you’re ever looking for a laugh, just Google bad logos (see how nice we are to have done it for you?) and you’ll find some that are poorly thought out, some that are offensive (intentionally or accidentally), and some that just don’t make any sense. We apologize if anyone is upset by what they see behind that click. That said, we did find a resource for some of the greatest horrible logos you can buy…and, yes, you actually can buy one for $5. Welcome to the 1980s, Bon Jovi-rich, rebellious, chemistry class doodles of my youth. Horrible Logos (one of their logos is gracing this very page, top left).

Creating a logo, website, or any brand element is complex but you want it to look effortless and clear. Call us, we’re professionals and we’ll make sure your brand doesn’t end up on one of these sites.