I’m generally loathe to dole out unsolicited critiques of other logos (especially when they’re not so kind) – I have no way of knowing the background design process, how much ‘tinkering’ the well-intentioned client performed, etc. Having said that, there are the odd times when I’m willing to make an exception, and the old (but still currently in use) logo for The Greater Fort Wayne Chamber of Commerce is one of them. While I guess if M. C. Escher was alive today, this is something he might come up with, the rubick cube-esque design is a classic example of what happens when somebody tries to be too clever by half, and in doing so forgets the actual mission – designing a logo that reflects the company involved. Particularly when we’re talking about financial logos. And while I certainly appreciate the graphic gymnastics that create the optical illusion of the mark, there’s so much wrong with this piece as a logo that it almost defies description. It’s certainly not an effective depiction of a user-friendly chamber of commerce. More like a design for a sci-fi movie, The Chamber, where hapless victims are trapped in an ever changing maze of geometric shapes. Come to think of it, this design would have been perfect as a poster for the indie move The Cube – a flick that closely parallels the plot I’ve just outlined. Even members were confused – “They think it’s a Rubik’s Cube or a complicated chamber of secrets that you can’t get in or get out. They didn’t get it,” said Shannon McNett-Silcox, The Chamber’s vice president of member relations.” 
Thankfully, the logo has been reworked with the new mark, created by Fort Wayne-based Brand Innovation Group and unveiled last Thursday, is supposed to “incorporate four pillars, which represent the Chamber’s primary efforts: government and community affairs, air service development, workforce/ business development and membership development”. The new logo isn’t great, but a vast improvement over the existing one. Probably why it was greeted with “cheers of appreciation”. Hat tip to the Journal Gazette.
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For being a logo design company, you are very unimaginative. I, for one, liked the original Chamber of Commerce logo. When I looked at it, It brought thoughts of building blocks or the side of a building; both of which leave me with the impression of business or the growing thereof.
As a first time reader of this blog, I am puzzled by the logo of your own company. What type of message are you trying to send by mixing a grunge style font with a building the reminds me of The Nightmare Before Christmas?
Thanks for dropping by Mike
Sorry you didn’t notice that the sides of the building blocks were missing – that’s the Escher point of the post. As in, it’s difficult to use a block when half of it isn’t there.
“Grunge Style blended with The Nightmare Before Christmas”. Right off the creative brief. Second line.