I’m In Logo Love: EIGHTY20 Logo Design Ross | July 1st, 2010

“I’m In Logo Love” is a new series on the crowdSPRING blog. Periodically, we’ll pick a logo we’d like to take home from a bar and tell you why. And if you think it’s a bit strange to have a crush on a cleverly designed logo, get in line – my mom has already lectured me on this topic. Today, we’ll look at the logo for EIGHTY20.

 

EIGHTY20 is a small consulting company based in South Africa.  EIGHTY20 focuses on financial modeling,  providing businesses, marketers, policy makers and developmental organizations with strategic and actionable insights from data.

Background on the name EIGHTY20:

EIGHTY20′s about page offers a useful explanation about the origin of its name:

Eighty20 consulting is named after the 80:20 rule. This rule, otherwise known as the Pareto Principle, was first observed by an Italian engineer-turned-economist by the name of Vilfredo Pareto (1848 – 1923). He observed that in his country, 80% of the land was owned by 20% of the population. He also noticed that 20% of the plants in his garden yielded 80% of the produce. Thus was born the 80:20 rule, one which states in its generalised form that 20% of the input generates 80% of the output. It still has multiple applications over 100 years after its discovery. For instance, consultants will tell you that 80% of the insights are yielded by 20% of the analysis. In the CRM field it is widely believed that 20% of the client base generate 80% of company value.

Why we think the EIGHTY20 logo design is hot:

Notice the fourteen boxes above the name EIGHTY20? Four of the boxes are blue and ten of the boxes are gray. But if you’re guessing that this ratio represents an 80/20 ratio – you’d be wrong.

Take another look at the logo and instead of counting the differently colored boxes, think of the blue squares as 1′s and the gray squares as 0′s – as in the binary numeral system. The top line reads: 1010000 and the bottom line reads 0010100.

This translates to 80 and 20 written in the binary numeral system. Hot indeed!

What do you think? Do you agree this is a clever design? Can you think of any ways to improve the design?

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  • Marc Köhlbrugge

    I actually think it’s a bit too clever for it own good ;). It’s like a joke that needs an explanation.

    The FedEx logo seems like a better example. The logo makes sense without seeing the clever part (the arrow), and then when you DO see the arrow, you can’t help but to think about it every time you see it which may actually influence its word-of-mouth value. (you just HAVE to explain it when you’re with someone else and the logo comes across somewhere)

  • Marc Köhlbrugge

    I actually think it’s a bit too clever for it own good ;). It’s like a joke that needs an explanation.

    The FedEx logo seems like a better example. The logo makes sense without seeing the clever part (the arrow), and then when you DO see the arrow, you can’t help but to think about it every time you see it which may actually influence its word-of-mouth value. (you just HAVE to explain it when you’re with someone else and the logo comes across somewhere)

  • Marc Köhlbrugge

    By the way, you should let the community make suggestions for logos, pick one every week and let the person that suggested it explain why he/she likes the logo.

    Not that I don’t appreciate your perspective, but I can imagine it’s a nice way to involve the community even more (and maybe save you some time).

  • Marc Köhlbrugge

    By the way, you should let the community make suggestions for logos, pick one every week and let the person that suggested it explain why he/she likes the logo.

    Not that I don’t appreciate your perspective, but I can imagine it’s a nice way to involve the community even more (and maybe save you some time).

  • Ross

    Marc – great suggestion (and comment). Wrote to you before your suggestion inviting you to explain the FedEx logo. :)

    We’ll for sure invite the entire community to suggest and explain. We all have crushes on different designs…

  • Ross

    Marc – great suggestion (and comment). Wrote to you before your suggestion inviting you to explain the FedEx logo. :)

    We’ll for sure invite the entire community to suggest and explain. We all have crushes on different designs…

  • Matt

    While this is certainly great for developers and geeks alike, are the suits at the firms that hire you really gonna get it or care?

  • Matt

    While this is certainly great for developers and geeks alike, are the suits at the firms that hire you really gonna get it or care?

  • Ross

    Matt – the vast majority of our clients are entrepreneurs and small business owners. Many might not care but I don’t doubt that some will. We try to create content we think would be useful for different people (keeping in mind that we have nearly 65,000 designers and writers on crowdSPRING).

    Sometimes, we guess correctly and other times, we fall flat. I’m hopeful this series will be a fun one for those who’re interested and those who are not will look for other content on our blog (or elsewhere) that interests them. Plus – I promised my mom that I’d write more design-oriented posts and she promised to bake me an apple pie if I do. I hope she’s started baking…

  • Ross

    Matt – the vast majority of our clients are entrepreneurs and small business owners. Many might not care but I don’t doubt that some will. We try to create content we think would be useful for different people (keeping in mind that we have nearly 65,000 designers and writers on crowdSPRING).

    Sometimes, we guess correctly and other times, we fall flat. I’m hopeful this series will be a fun one for those who’re interested and those who are not will look for other content on our blog (or elsewhere) that interests them. Plus – I promised my mom that I’d write more design-oriented posts and she promised to bake me an apple pie if I do. I hope she’s started baking…

  • glamaz0n

    This logo is just another logo, IMO. Yes, it’s clever, well thought out, has no obvious glitches or areas of unevenness but when you see it in other contexts it will fade into the woodwork.

    But that’s just me – I am in an “anti-logo” phase. I think when you put logos all over the place, like on T-shirts, packaging, point of sale, other marketing collateral, any logo just looks like a bug.

    Bottom line, though, any logo’s success has nothing to do with cleverness or thematic content – just recognizability. Look at “Gap”, or “J.Crew”. Just an unmodified font, in each case.

    I’d like to see this series continue, with submissions from the readership of this blog. Good idea, Ross.

  • glamaz0n

    This logo is just another logo, IMO. Yes, it’s clever, well thought out, has no obvious glitches or areas of unevenness but when you see it in other contexts it will fade into the woodwork.

    But that’s just me – I am in an “anti-logo” phase. I think when you put logos all over the place, like on T-shirts, packaging, point of sale, other marketing collateral, any logo just looks like a bug.

    Bottom line, though, any logo’s success has nothing to do with cleverness or thematic content – just recognizability. Look at “Gap”, or “J.Crew”. Just an unmodified font, in each case.

    I’d like to see this series continue, with submissions from the readership of this blog. Good idea, Ross.

  • Ross

    glamaz0n – the series will continue…look for the second installment tomorrow morning (CST) with a post by Marc Köhlbrugge.

    If you’d like to write a guest post on a logo you think is “hot”…just let me know.

  • Ross

    glamaz0n – the series will continue…look for the second installment tomorrow morning (CST) with a post by Marc Köhlbrugge.

    If you’d like to write a guest post on a logo you think is “hot”…just let me know.

  • robert

    Binary is very important for consultants in their communication with clients. Showing the ratio would be too easy. Now Everyone knows they use super computers to mine data and not some black belt kung-fu ideology.

  • robert

    Binary is very important for consultants in their communication with clients. Showing the ratio would be too easy. Now Everyone knows they use super computers to mine data and not some black belt kung-fu ideology.

  • http://www.inkzoo.com/ affordable inexpensive logo

    Wow! really hot. Wat a great idea and creativity behind the design. Well designed Logo. Nice. I like it.

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