Logo Watch: Issuu

I recently started using Issuu for reading interesting articles and viewing portfolios of some very talented designers. “Issuu turns your documents into beautiful online publications. Publish to an audience of millions and get your message across to anyone, anywhere.”

Looking at the logo, I couldn’t help but notice that Issuu’s orange symbol is a cross between that of Target and Scottish Arts Council. The target is reversed out and is very close to the proportion of Target’s mark. The shape containing the reversed target very closely resembles the shape of Scottish Arts Council’s mark. I wonder if this is a coincidence or a deliberate attempt to make the logo look like something that already exists.

I also feel like the type doesn’t work for the purpose of the website. It’s too rounded and stiff. Also, the symbol pointing to the other side of the type doesn’t help because the pointy “arrow” draws your eyes away from the name instead of towards it, which should be the purpose of a logo. What do you think? Should the logo have been more unique or does the similarity not bother you?

Target logo

Scottish Arts Council logo