Anatomy of A Logo
Today’s post is not exactly fresh news. Plus, it founds a new category of my blog posts, called “Critiques”.
So, first things first. Some months ago, Cosmote, one of the most popular mobile companies in Greece, a branch of our national telephone carrier OTE (yeah, the one that rips us off with Internet fees) changed its logo. And that’s always a stop-and-ponder benchmark for all designers.
I don’t fancy myself a designer, but I will critique this logo as a somewhat artsy, somewhat design-y (there is no such word, I know) tech savvy user. (too many words ending in -y in this sentence, sorry)
The short story : I don’t like it.
The long story :
- First things first; about the colour. It’s so 2003 it hurts. Light green used to be the new blue back then, but right now, this exact lemony-juicy tone is screaming “I’m already off fashion”.
They could use a slightly darker tone, go for a grassier effect which is more “in”, dunno. I don’t like this colour for a mobile company, anyway.They proved me right, and changed the tone to something greener. Check it out below. - Lack of visual balance. Somehow, with all the ripple around the first letter (I guess that’s supposed to resemble to an antenna? Just speculating) all the balance of the logo is shifted to the right. Not exactly my idea of equilibrium.
- Nothing says “Serious mobile company” in this logo. It only says “Gone aloof mobile company that thinks a green logo will make alternative teenagers love me and my fees more”. OK, I’m being completely subjective, both to alternative teenagers and COSMOTE, but you get my point.
A side by side comparison of old and new logos:

Not saying that the old one is better (too 2000) but the new one isn’t definitely the best they could go with.
I can’t think of something else that bugs me. But when I do, rest assured, I’ll edit the post. Feel free to share your designer insight with me.
cosmote, logo, logotype



