Riding around town I can't help but notice all the home improvement going on: there's a sign on every other lawn advertising painting, driveway sealing, pools, landscaping... the list goes on and on. Obviously now is the time to do it; Connecticut's cold winters and unpredictable springs make it pretty impossible to, say, repave a driveway.
But what I have noticed in recent years is that all these home improvement signs... well, they suck. There's one that I saw just recently that stood out in particular:
Oh, Brothers Pool, how clever you are, using the 'L' in pool as the side and bottom of... a pool. The only thing is, when you're driving down the road at, say, 30 miles an hour, you're only given a window of about a couple of seconds to process what you're seeing. And the first time I saw a sign advertising a Brothers Pool, I did a double take--now, I know deep down the sign was for a pool company; and yes, I will admit to at times having a dirty mind, but that sign looked to me like it could have said Brothers Poo.
I know, I know, the water gives it away; of course it's a pool company, silly! But seriously, now every time I see one of their signs, I have a little Beavis and Butthead moment and think, "heh heh, Brothers Poo."
Now I'm sure that Brothers Pool puts together a fine product, but my first impression of their logo is ingrained in my head as Brothers Poo. And I'm pretty positive that is not what they were going after when they created their logo.
Other signs are not quite as drastic, but still pretty bad nonetheless--I'm all for using some kind of icon with your logo, but perhaps it doesn't need to be so obvious (yeah, I'm talking to you, builder with the 3D logo/house). After all, a lot of these services (pools notwithstanding) are for improving the looks and curb appeal of your home--why not improve your company's curb appeal as well, and create an identity that's easy to read, looks good, and doesn't make potential customers giggle like a bad 90's cartoon?