Thursday, 21 December 2017

When your logo contradicts your communication

The Old Logo

This logo is definitely erotic and certainly not befitting of a dentist that cares for not just adult but children.

These are the type of people Dr. Steve Adubato was referring to in his insightful book “What were they thinking”. One will definitely be forced to ask ‘what they were trying to achieve?’
This is a classical case of lack of congruent between verbal and visual communication. Thus, this is a perfect example of a logo failure. 

They have since changed their logo.

The new Logo


PR Lesson
Whenever there is a contradiction between the visual and verbal communication of a brand, the visual will always supersede the verbal. Therefore, you must always make sure your verbal communication is in congruent with your visual communication.

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