Considering that one characteristic of a great logo is to be “impactful,” Frederick city’s new logo fills the bill. Actually, it overfills it. By the time I cast my vote in response to The News-Post’s survey on the new insignia’s appeal, more than 84 percent of respondents had voted it to be “atrocious.” A majority of us seem definitely impacted by the graphic and are repulsed.
A couple of things enhance the repulsion factor. In a historic and a vibrant town, rife with creative, accomplished graphic design services, we outsourced our logo project to a design firm 700-plus miles away in Jacksonville, Florida, to the tune of $45,000! In a community where citizens have a proud and productive legacy of participating in collective efforts to help government leaders make assessments and decisions, the majority was excluded from this process. Ergo, the “impactful” nature of the logo also speaks to a noninclusive development and approval process that sucks the wind out of the concept of “community.”
The new logo with its “stylized lowercase ‘f,’ incorporating “blue, red, green and yellow to pay homage to different aspects of the city’s character,” is more than a challenge to unpack. The “Explaining the new logo” addendum to Thursday’s article was invaluable. Absent that background, my first response to the logo’s invitation to “Join the Story” was, “What story?” Secondly, the lowercase “f” fluttering above the expansive capital letter “Frederick” appears to be intersected by an arrow that points the way out of town.