00:00It was clean, easy to remember, and looked great, on both large and small sizes.
00:04Plus, it effectively communicated their brand message.
00:07So it was a huge success for the company.
00:09By 2011, Asus was selling motherboards, graphics cards, laptops, phones, tablets, and all sorts of other tech gadgets.
00:17Their logo was everywhere.
00:19In fact, it was so ubiquitous that people began to take it for granted.
00:22It was no longer seen as something special or unique, and this led to yet another redesign in 2014.
00:28Asus wanted to create a logo that was more dynamic and exciting.
00:31They did this by adding diagonal lines to the letters, which gave the logo some movement and energy.
00:36They also updated the font De Proxima Nova Bold, which was thicker and more impactful than the regular version.
00:41Finally, they added a subtle color gradient, which made the logo more eye-catching, and helped it stand out from
00:47the competition.
00:47But before we get into whether or not this logo is any good, let's talk about how it relates to
00:52graphic design principles.
00:53First off, let's look at contrast.
00:55Contrast is the difference between light and dark values.
00:59As you can see, there is very little contrast in this logo.
01:02Everything is relatively light gray, which makes it hard to read.
01:05This is a problem because logos need to be legible.
01:08If people can't read your logo, they won't be able to understand what your business does.
01:12Next, let's look at hierarchy.
01:13Hierarchy is the arrangement of elements based on their importance.
01:16In this case, the most important element is the word Asus.
01:19Unfortunately, this isn't very clear.
01:21All the different lines are competing for attention, and nothing is really standing out.
