While reading this article about bad designing, the most important concept that was discussed was consistency among designs. For success, the key is consistency, especially if a logo is redesigned or updated every now and then. It is important to withhold the same idea, but introduce it in a more invigorating, modern portrayal and still be captivating. Whereas idea consistency is important, lettering is also another huge significant factor in designing. Lettering is what speaks to the eyes in terms of presentation and is also something that can either make or break a design. For example, a logo could contain an image that meets the standards of perfection, but the lettering that goes along with could completely obliterate and stand out in a very unappealing way, such as caps where they do not belong in the word(s). The only thing that would be noticable about the logo would be the poor consistency in the word, rather than the beautiful, captivating image. Basically, you want your viewer(s) to be interested in your design and not revolted.
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