Directional Logos

23 Nov


A major design problem. Something to be avoided!


They add a serious complication to brand identity and trademark protectability. This isn't a matter of English grammar, but it certainly is in the realm of human — personal and business — communication.


A few examples:

 Arizona Cardinals

  Philadelphia Eagles

    Denver Broncos

     Detroit Lions



The problem is most obvious on football helmets, where there are two sides (right and left). The logo graphic must always appear to move forward, never backward; so it's necessary to FLIP the logo to comply. This flipping violates the logo integrity; because the logo is legally registered only for a two-dimensional page, like a magazine, TV commercial, website, or t-shirt.


This problem usually doesn't exist when the graphic is inert…something as simple as a numeral or letter or graphic like a star…a non-directional logo, such as the one for the Indianapolis Colts, New York Giants, Pittsburgh Steelers, New York Jets, Oakland Raiders, Green Bay Packers, and New Orleans Saints.



An exception is the unique "W" on the helmets of the University of Wisconsin football team; the designer originally intended to suggest forward movement, so it changes shape depending upon which side of the helmet it's applied. That specific letter is not inert, and poses a problem for legal protection.


About Grammar Nazi

Marketing specialist focusing on concept development for new products and services. University degree in editorial journalism. Major corporate and brand experience with one of the world's largest and best advertising agencies.
Leave a comment

Posted by on November 23, 2011 in Uncategorized


Leave a Reply

Your email address will not be published. Required fields are marked *