Chris Do – Logo Design & Construction
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Chris Do breaks down the design of the Under Armour logo, sharing why it falls short visually despite having a strong concept.
File Size: 1.87 GB.
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Chris Do – Logo Design & Construction
In this solo episode, Chris Do discusses the aesthetics and design principles of the Under Armour logo, explaining why he finds it visually unappealing despite its conceptual strengths. Chris explores the importance of creating logos that are versatile, timeless, and follow universal design principles. He also shares insights on the significance of trends, fads, and the meticulous research process involved in professional logo design.
In this solo episode, Chris Do critiques the Under Armour logo, using it as a case study to explore the relationship between logo aesthetics and brand identity. He argues that while the logo concept (combining a U, A, and X) may be clever, its execution fails basic design principles like harmony, proportion, and visual appeal. For Chris, aesthetics matter because logos are symbols people wear and rally behind.
He stresses the importance of logos being:
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Visually appealing at all sizes
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Versatile across applications (e.g., clothing, packaging)
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Timeless rather than trendy
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Designed with foundational design principles, not fleeting fads
Chris also warns against relying on generative AI to create logos. While AI can produce good-looking graphics, it lacks the research, strategy, and intent that expert designers provide. Rebranding is costly, so thoughtful, informed design decisions are critical.
Finally, he advises companies to carefully evaluate design agencies by reviewing their portfolios and understanding their creative process. He encourages listeners to reflect on what makes good design and not fall into the trap of choosing style over substance.
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