Spark plugs a-go-go
The Logo! Factor brand developed quite literally from a happy accident, a reaction to visitors misspelling our main web address, leaving out the ‘y’ and ending up somewhere else. We figured we’d buy that domain too and redirect it to our main site, but it wasn’t long before realizing that ‘the logo factor’ was a great concept and brand name in its own right. At the shop we had always called a logo the ‘spark plug’ of a branding & marketing engine, so when it came to designing a logo for The Logo! Factor that seemed liked a good fit. The logo was split into two variants – one for art buyers and the other for designers – to encompass the different points of view we might address on a Factor blog.
As opposed to ‘factor’ wanted to emphasize the ‘logo’ part of the brand, so we put the exclamation point in the wrong place. Grammar purists have been giving us grief for it ever since..