After designer Kenjiro Sano’s logo for the 2020 Olympics in Tokyo was scrapped by organisers amid claims of plagiarism, social media users were quick to post their own designs, including cherry blossoms inspired by a wreath laid on a grave. Google’s first new logo in 16 years, unveiled on the same day, prompted much online discussion – including a list of 27 ways it could be improved.

It’s a reminder of the precarious world of the graphic designer: even the most innocuous image can spark howls of rage online. Rebranding attempts by Gap and Tropicana had to be abandoned after attracting criticism, and both Jeb Bush and Hillary Clinton sparked amusement when they launched their 2016 campaign logos – Bush for his jaunty use of an exclamation mark, which reminded some of a Broadway musical, or a swear word. There were suggestions that “in the text messaging, instant messaging, 140-characters era, people are punctuating less, so when punctuation is used, it is more likely to be analysed.”

Clowning around

Logo analysis ranges from humour to allegations of Satanism. When the US pancake chain IHOP updated its logo for the first time in 20 years, adding an inoffensive smile, it was accused of introducing a creepy element to its corporate face.