David Airey is an independent graphic designer working with companies of all sizes since 2005.

When logos fail, in Digital Arts

Digital Arts magazine

Inside this month’s issue of Digital Arts is a feature about logo design.
I was interviewed, with Jerry Kuyper, and we discussed when logos fail.

Digital Arts magazine

Jerry Kuyper has worked with some creative industry heavyweights, such as Landor, Siegel & Gale, and Saul Bass, and it’s a pleasure to be mentioned alongside him.

Digital Arts is newstands now (in the UK), or for those international readers, you can grab a copy through the Digital Arts website.

Digital Arts magazine

Three particular logos mentioned include the Italia logo, the London 2012 logo, and the PriceWaterhouseCoopers logo.

This was my first magazine inclusion, to my knowledge, so I’m pretty chuffed. Thanks very much for the consideration, Alice.

My second book on Amazon

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37 appreciated comments about “When logos fail, in Digital Arts”

  1. Look at you, featured in a magazine! Your parents must be very proud :) Next we’ll have the David Airey Logo Hour.

    I’ll have to check it out when I have a chance. But three logos I don’t care for are: London 2012, Italia, and the new Walmart logo.

    Also, I still need to send you the code for the featured work, I promise I haven’t forgotten.

  2. Great to see you’re now an eminent authority!

  3. Well done, David! Now I will have to track down a copy of Digital Arts to read it. I know you’ve done interviews online – does a magazine inclusion feel any different?

  4. Gio,

    Great of you to help with the code. Keep it up with your own blog and I’m sure you’ll make it a big success.


    I’d not go that far ;) but I appreciate the sentiment. Everything good down south?


    There’s a permanence with print that you just don’t get with the web. Once the presses have run, that’s it. You have a tangilble product. Web content can be forever edited, which is one reason why I have more fondness over print. Would you agree?

  5. digital arts is not available were i stay,since i was a kid was fascinated by logo designing to pursue it i learnt photoshop myself ,Miskeeto logo is nice! so is your blogs logo David!(db)

  6. “There’s a permanence with print that you just don’t get with the web. Once the presses have run, that’s it. You have a tangilble product. Web content can be forever edited, which is one reason why I have more fondness over print. Would you agree?”

    Web has the potential to reach a much larger audience. On the other hand, print does have that permanence, like you said. And as the “traditional” media format it commands a certain respect, too! You can see why: so much content on the web is free, but print publications cost money, so a magazine, newspaper or book must have premium-standard content in order to survive. Of course, this is only a very simplified comparison.

  7. Life’s good thanks David. Got a new project in the pipeline, all very hush hush at the moment…check your inbox. ; -)

  8. Congrats David! I agree re the fondness for print. People paying for it, it’s permanence and it’s tactility all raise it above a website appearance – as a personal feeling of achievement – imo. Yeah there may be less readers, but it feels so much better when printed. I feel the same about my forthcoming print appearance!

    Btw, I’m one of those minority that have a liking for the Olympic 2012 logo…

  9. Congrats David. What issue number is it btw? If I remember correctly Digital Arts is a UK mag that takes a few weeks to make it to the states, so it might be a while before I can check it out.

  10. webby,

    Thanks for the props on the Miskeeto logo.


    There’s no denying the larger audience online, and how much less it can cost to reach them. A tangible product appeals to my senses more, with most people too, I think, given that it’s nicer to read a book than a monitor.


    I got your email, and am intrigued by your upcoming project. Good luck, and if you think I can help in any way, do let me know.


    Do tell about your forthcoming print appearance! I know of a few designers who are fond of the London 2012 logo. It’s distinctive and memorable, for sure, so has some good points. I just don’t find it appropriate.


    Thanks. :) It’s the July ’08 issue, and was on release here around June 23rd.

  11. Congratulations on the feature, it’s amazing what this blogging malarky can lead to!

  12. Congrats on the article! I’m new to reading your blog, so thank you for all your work here. It is inspiring for me in my work and I’ve enjoyed following the discussions. I’ll try to jump in more too.

  13. Congratulations! I know you are going to make it.

    My DA hasn’t arrived yet so I went to WHSmith to look at it. Referring to the P31 on the PriceWaterhouseCoopers logo, it reminds me of a student development programme (sponsored by PWC) that I attended last year. I spent quite some time to find what the logo actually trying to represent. Nothing.

    Anyway, keep up your good work. Perhaps one day I will be in the magazine as well. At least before I return home (Malaysia) for good in 2011.

    Cheers, David.

  14. Well done on the feature, David! Will have to go and find a copy now!

  15. Excellent work on being featured in the magazine.

    I’ve got to agree with the logos featured above. The new Walmart logo isn’t sitting well with me either. It looks too … cutesy? Like they’re trying to directly compete with Target’s branding of the bullseye. Which I suppose they should be, since Target is a major competitor of theirs here in America.

  16. Do tell about your forthcoming print appearance!

    Not quite as good as yours, but a logo I created for Made In Bunch has been chosen to be printed in a limited edition book coming out at the end of the year. Me and Sagmeister in the same book!

  17. Thanks very much, everyone. One minuscule step in the world of logos. One big leap for yours truly.

  18. Hey congrats, David! That’s awesome!

    Hehe, I remember the 2012 conversation we had here. Ooh boy. But you know what? I don’t think I’ll ever forget that logo and if I ever see those funky pink scribbles, I’ll know it’s for the 2012 Olympics from miles away! Good? Well… hmm.

  19. Hi David
    Good for you. I know you must be feeling really good inside. :) When I was invited to contribute an article to “Marketing” magazine (published in Hong Kong and Singapore), I felt my work has been validated.

    Let us know when you leap further.

  20. Great news David! I will have to pop out and buy a copy. Look forward to reading it!


  21. David, that is awesome. Congratulations :)

  22. Lauren, Vivienne, Steve, Doug,

    Thanks very much!

  23. That is great news! You were interviewed in the last issue?

    You deserve it, keep up the good work, hope to see you in more future interviews in great magazines like Digital Arts :-)

  24. Congratulations on your getting your name in print David. It’s great to see how you’ve leveraged your blog to bring a bit of publicity. Looking forward to your chat show!

  25. Congratulations David, this is a quite an achievement !

  26. Sherif, Aaron, David,

    I was pretty chuffed, for sure. Work has just started on the BBC chat show, to air this autumn.

  27. Good one David, bought a copy yesterday – it must be a good feeling to be recognised in the industry press?

  28. It is, James.

    Off-topic, I’m liking the cleanliness of your logo design portfolio, particularly how you show the sketch for the Dreamstates design on your main page. Slick.

  29. Thanks David, that’s very kind! Which design magazines do you tend to buy? (if any) … I used to like Creative Review, but I don’t know, not so sure if its great value any more

  30. To be honest, James, I keep up-to-date with the industry though websites and books, and very rarely purchase magazines. Like you, I used to purchase Creative Review. Today I make do with a subscription to the CR Blog RSS feed.

  31. Congratulations!

    Years of hard work and love of your craft does pay dividends over time :)

  32. Thank you, Amanda. The first, and hopefully not the last.

  33. Nice to see other people agree about the 2012 logo…

    But down here in Australia we wont see the magazine for at least another month or two, so it is something for us to look forward to.

    And it is always nice to see web based people getting into the print medium.

  34. Slightly off topic but did you see the OGC logo in April?

    I only just found out about it (come on Amanda, get with it!) and so did a really belated blog at http://trulyace.com/blog/thoughts-on-design/new-government-logo-ridiculed/


  35. Thanks Gotham.


    I saw that logo, yep. Not sure if it was supposed to be a joke. If it was, then bravo!

  36. Don’t get me started on the London 2012 Logo! All that money for something that looks so amateur. I don’t like the shape, the colours or the vague concept. It is a shame that there are so many talented designers in the UK that would have loved to have created a solution for the logo. Oh well maybe next time!

  37. I know what it is like to see your own article in a print mag (that you really respect) for the first time. Good on you, and hope to see many more from you!

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