Logo Critique

1- Vera Bradley is a luggage design company that has two target markets; college women and young moms. The company offers a wide variety of stylish, “preppy” style of luggage, handbags, and accessories. I do feel as though Vera Bradley’s logo is successful in reaching their target market. The logo is written in a cursive, feminine font. Vera Bradley’s logo is simple, elegant, and easy to read. It is also adaptable, which is important for printing on their wide variety of different sized products.  The color of the logo on the Vera Bradley website was grey, but they will typically change the color of the font on products, depending on both the color and design of the designated product. Vera Bradley was named after one of the founder’s mother’s, Vera, who was a stylish inspiration and formerly a model for Elizabeth Arden. I feel this logo is successful because of the style and femininity and I believe they reach their target market effectively.  

2- Kate Spade has evolved from a small handbag boutique worn mostly by suburban moms to one of the main spots for sophisticated cosmopolitan professionals, ages 26-36. Kate Spade is now an internationally recognized luxury brand predominantly geared towards young professionals who have an affinity for classic, timeless accessories with a modern twist. I personally feel the logo is reaching it’s target audience. The black and white logo works perfect. The color positively accentuates the classic, trend conscious, neat and polished company that they are. The spade symbol is what makes this logo successful in my personal opinion. It’s easy to associate the commonly recognized symbol with the Kate Spade designer name.

3- Kirkland’s is a retail chain selling home decor, specializing in furniture, accessories, and gifts. Kirkland’s target audience is more geared toward moms but they also offer college dorm decor, making younger women a target audience as well. Kirkland’s offers a fresh, creative style, however, I don’t feel this logo is targeting its audience as much as they could if there were more information, more color, or more style added to the logo. The Kirkland’s logo is in all caps and light gray in a times new roman type font. It’s easy to read, but the reason I wanted to analyze this logo is because I had passed this store at least a handful of times thinking it was a hardware store or something of that nature. It wasn’t until I saw home décor items outside of their store that I realized what they offer; I do not feel as though Kirkland’s is successful for this reason.

4- Target is the second largest discount retailer company in the US. The Target logo is an ideal example of an ingenious, simple design. The logo has obvious imagery and the logo utilizes the red and white palette to emphasize it’s simplicity from shape to color, looking brilliant as far as brand imagery is concerned. The color of the logo, red, represent purity and business responsibility of the company. I feel the simplicity and well thought out research of this logo has made it extremely successful over the years.

5- FedEx  is an American global courier delivery services company offering a memorable service to its customers. Their logo elaborates on that theme- how to craft a memorable experience. The FedEx logo is one of most creative logos ever designed. The punch line has an arrow strategically placed in between the bold, colorful, purple and orange font. The design has definitely been successful in reaching its target market.The most interesting part about the FedEx logo is that it creates an optical illusion; if you observe closely between the ‘E’ and the ‘X’, you’ll notice a presence of an arrow there. The arrow represents the speedy and accurate service of the company. The arrow was formed after 200 FedEx logos were already designed and reviewed by Lindon (logo designer.) At first glance it’s hard to find the symbolism in this logo, but if you look closer you’ll notice the right-pointing arrow in between the ‘E’ and the ‘x’, representing precision and speed at which FedEx works.