Not the best KG logos - Part II
We continue our analysis of popular logos in Kyrgyzstan - let's take a closer look at five logos that, while representing well-known companies, fall short in terms of modern design principles. From clashing color schemes to outdated aesthetics, these logos highlight common pitfalls that can hinder a brand's image. By examining the logos for Kyrgyz Railways Company, ZIL (a ski resort), KoMet (a roofing and construction company), ATS Group, and Oxford International School, we identify the key elements that make these designs less effective and provide actionable insights for improvement.
Kyrgyz Railways Company
The logo of The National Railways Company consists of a modern-looking swoosh design with a series of five white stripes progressively increasing in size, creating a sense of movement or speed. The stripes are overlaid on a blue curved arc, symbolizing motion or transport. Beneath the graphic, the text "КЫРГЫЗ ТЕМИР ЖОЛУ" is presented in two colors: the initials "К", "Т", and "Ж" are in light blue, while the rest of the letters are in black. The logo is simple and focuses on a sleek, forward-moving concept, fitting for a railway company.
a) The choice of coloring only the initials in light blue while leaving the rest of the letters black creates an unbalanced and amateurish look. The letters feel disjointed and do not follow a cohesive design.
b) The blue swoosh with white stripes is a very generic symbol commonly used in many industries, not uniquely representing the railway sector. It lacks clear rail-related imagery, such as tracks or trains.
c) The swoosh and stripes feel flat and one-dimensional. This lack of depth or texture makes the logo appear simplistic and does not evoke the strength and reliability expected from a national railway service.
d) The logo’s design feels slightly dated and lacks the boldness or modernity that many other transport-related companies use in their branding. This could weaken the company's image in terms of being up-to-date with technological advancements.
Hot Fixes:
1) To improve the professionalism of the text, a unified color for all the letters or a more thought-out approach to differentiating the initials could bring consistency. Improve gradient fill since it does not work well on different mediums.
2) Adding elements like stylized train tracks or the shape of train movement could make the logo feel more specific to the railway industry, enhancing brand recognition and relevance.
3) By using shadow effects or a more dynamic design for the swoosh and stripes, the logo could gain depth and a sense of modernity. This would make the logo feel stronger and more contemporary, better representing the national railway monopoly of Kyrgyzstan.
2. ZIL
The logo features a complex set of elements. At the top, in an arc, is the text "ГОРНОЛЫЖНЫЙ КОМПЛЕКС" in red letters with a yellow stroke, creating a vibrant but somewhat dated appearance. Below it, the central visual elements include a stylized blue mountain range, Lenin's red profile, and the letters "З" and "Л" in blue with "и" in between, likely referring to "ЗИЛ" (Zavod Imeni Lenina). Two skiers in action are depicted at the bottom, adding dynamic movement and a clear representation of the ski resort’s nature. There's also a snowflake/star graphic on the left, symbolizing winter sports and the snowy environment.
a) The combination of Lenin's profile with modern ski resort elements creates a confusing and visually cluttered logo. The overall design feels outdated, as it mixes Soviet-era symbolism with contemporary sports imagery.
b) The yellow-stroked red letters for "ГОРНОЛЫЖНЫЙ КОМПЛЕКС" are hard to read. The contrast is not optimal, making the text blend into the background and reducing its legibility.
c) The use of Lenin’s profile, while historically significant, feels out of place for a ski resort. It distracts from the main purpose of the logo, which is to represent a recreational, modern facility. The mixture of Soviet imagery with winter sports visuals causes a lack of coherence.
d) There are too many elements competing for attention — mountains, Lenin's profile, the snowflake, the skiers, and the bold text. The viewer's focus is scattered across different symbols, making the logo less impactful.
e) The color palette of blue, red, yellow, and white feels random and lacks harmony. The yellow stroke on red text, combined with the stark blue mountain and bright red Lenin profile, creates a jarring visual experience.
Hot Fixes:
1) Focus on either the mountain/ski resort theme or historical elements like Lenin’s profile, but not both. Removing Lenin's profile or using a more subtle reference would streamline the design and make the logo more appealing to a modern audience.
2) Change the color scheme of the text to improve legibility. A bolder contrast, such as white text with a dark stroke, could make the words easier to read. This will give the logo a cleaner and more modern look.
3) Remove some of the extra symbols, such as the snowflake or one of the skier images, to reduce the visual clutter. Focusing on the mountain and skiing elements while keeping the design minimal would strengthen the overall impact and relevance to the ski resort.
3. Komet
The logo prominently features the word "КоМеТ" in a bold, geometric font. The letters are stylized with sharp lines and angles, and the letter "К" incorporates a red roof-like element at its top, symbolizing roofing. The "М" has an angular, mountain-like shape with red and black peaks, which may also symbolize rooftops or construction materials. Below the name, the words "МЕТАЛЛОЧЕРЕПИЦА" and "ПРОФНАСТИЛ" (metal roofing and corrugated sheeting) are displayed in a red and black color scheme. The entire logo has a somewhat industrial and mechanical feel, appropriate for a company in the roofing and construction sector.
a) The red roof on the "К" is not geometrically accurate and looks awkward. It creates a sense of imbalance, which detracts from the overall professionalism.
b) The letters "М" and "О" as well as "М" and "Е" are too close together and overlap in an awkward way, making the logo look cramped and not well-spaced. This lack of spacing gives a cluttered appearance.
c) While the angular style may evoke the idea of roofing or construction, it feels overly harsh and mechanical. The sharp angles in every letter make the logo feel rigid and unwelcoming.
d) The use of red peaks in the letter "М" makes it unclear whether they are meant to represent roofs, mountains, or something else. Shadows are not consistent with those of "К" and "Т". This ambiguity detracts from the clarity of the message the logo should convey.
e) The font feels dated, with a blocky and heavy appearance that doesn't align well with modern branding aesthetics. It lacks the refinement or elegance that many modern logos strive for.
Hot Fixes:
1) Increase the spacing between the letters "О," "М," and "Е" to avoid them touching. This will make the logo appear more polished and professional, and the text will be easier to read.
2) Redesign the roof-like structure on the "К" to make it geometrically accurate and symmetrical. A more precise, balanced representation would enhance the professionalism of the design and better symbolize roofing.
3) Simplify the design of the peaks in the letter "М." Instead of trying to include multiple visual elements, keep the roof shapes consistent across the logo to reduce confusion. This will help maintain a clear focus on roofing, the company’s main product.
4. ATS Group
The logo for ATS Group features a flowing and dynamic design, with the company name "ATS Group" written in a bold blue sans-serif font. Above the text, a series of curved lines flow from left to right: blue on the left and yellow on the right. The yellow lines converge into a lattice-like structure, representing the "tunduk," a traditional Kyrgyz yurt's rooftop, which is also seen in the national flag. The blue and yellow color palette symbolizes agriculture and sky, with a possible nod to national identity and growth.
a) While the yellow lattice design references the tunduk, it is too abstract. It could be difficult for people unfamiliar with Kyrgyz symbolism to recognize the connection, making the logo’s intended message less clear. Plus, color gradient and shadows make it hard to scale the logo.
b) The transition from the blue to yellow lines is abrupt and lacks harmony. The lack of blending between the two colors makes the design feel disconnected, which weakens the visual flow.
c) As an agricultural company, there is no direct representation of agriculture, plants, or crops. The logo relies solely on abstract elements without clear ties to the industry, which might reduce its effectiveness in conveying what the company does.
d) The thick blue lines on the left and the thinner yellow lines on the right create an imbalance in visual weight, making the right side of the logo feel too light compared to the left. This imbalance can lead to a lack of visual stability.
e) The font used for "ATS Group" is very generic and lacks personality. It does not align with the dynamic and flowing nature of the lines above, which leads to a disconnect between the text and the graphic.
Hot Fixes:
1) Simplify and enhance the tunduk design to make it more recognizable to those unfamiliar with the symbol. Consider adding more detail or cultural elements that can be associated with the tunduk and the Kyrgyz identity.
2) Create a smoother transition between the blue and yellow elements by using gradient effects or adding transitional shades. This will create a better visual flow and make the design feel more cohesive.
3) Add subtle agricultural elements like leaves, crops, or earth tones to the design. This will help reinforce the company’s association with agriculture, making the logo more industry-specific and easier to connect with their business field.
5. Oxford International School
The logo of Oxford International School prominently features the word "OXFORD" in bold red capital letters. Below the word "OXFORD," the text "INTERNATIONAL SCHOOL" is written in a smaller blue font. On the left side of the text, there is a circular emblem featuring two abstract figures in blue and red, standing over an open book, possibly representing learning or knowledge. The circular emblem is surrounded by a blue outline, suggesting an academic or global theme.
a) OXFORD may be read as XFORD because of using circular graphical element as the letter "O". Graphical element representing O has different size and stroke width, and number of strokes. This is especially relevant for those who have never heard of Oxford.
b) The design lacks originality and appears outdated. The typography choices are inconsistent with the brand's personality, utilizing a default blocky font reminiscent of early Microsoft Word documents. The logo relies too heavily on a dated color scheme, combining bright blue and bright red, which was a prevalent trend in the 2000s. The imagery is overly literal, with a book representing a message, lacking the subtlety and sophistication expected in modern branding.
c) The two abstract figures in the circle and the open book are not immediately recognizable or clear in their purpose. The emblem may leave viewers uncertain about what it represents, diluting the intended message of education and knowledge.
d) The emblem on the left and the text on the right do not visually complement each other. They seem like two separate elements rather than parts of a unified logo, leading to an overall lack of cohesion.
e) The design elements feel somewhat basic and lack the level of sophistication expected for a prestigious educational institution. This could affect the perception of the school as modern or elite, as the logo feels dated and less refined.
Hot Fixes:
1) Choose a more cohesive font pairing for both "OXFORD" and "INTERNATIONAL SCHOOL." Ensuring that the fonts complement each other will create a more balanced and professional look. A softer, more approachable font for "OXFORD" could help tone down the aggressive feel of the red.
2) Tone down the red in "OXFORD" to a darker or more subdued shade. Alternatively, using a complementary or secondary color from the emblem for "OXFORD" would create a more balanced and less overpowering design.
3) Make the figures and the book in the emblem more defined and symbolic of education and international values. By refining the emblem to be clearer and more relevant, it can better communicate the school's academic focus and global reach.
Through this exploration of five logos from Kyrgyzstan, it's clear that even well-established brands can benefit from design updates. In an increasingly visual world, a logo must not only represent a company but also communicate its values, professionalism, and modernity. By addressing common issues like poor legibility, outdated symbols, and cluttered compositions, these logos could better serve their respective brands and resonate more effectively with their audiences.
