Breaking Down Auxin Solar’s Logo
Image rights - Auxin Solar Inc.
Here at the Sunion, as is evidenced by our extremely tasteful and sophisticated web-design, we take aesthetics very, very seriously. We are tastemakers, if you will. From time to time we select - completely at random, mind you - company logos that catch our eye, and discuss how well the logo represents and promotes the business. Today we’ll be discussing the logo of Auxin Solar. We don’t know anything about this company because i) they have been completely irrelevant to our industry until very recently, ii) we can’t find a single person who can validate that they’ve ever actually made or sold a single thing, and iii) none of us know anyone who is even four degrees of separation from a current or former employee of the company. So we’ll be evaluating the logo of this new industry entrant purely on it’s aesthetic qualities, free of bias. So, here goes:
That’s a lot of primary colors, and nothing else. Usually means you’re a coward.
There appears to be as many as five different colors in the logo. Generally speaking such a choice reflects a company trying to focus people’s attention away from the truth that they are a disorganized shitshow. One also gets the sense they are hedging their bets: “Lots of people like blue….same for red….but we have to include the color of the sun! and shit, there’s gotta be green, because ‘go green!’” One might expect a company this indecisive to flail around a lot trying to figure out what, exactly, they do - one day trying to manufacturer their own stuff, the next day failing at being an opportunistic tariff-workaround OEM partner, and then the next day building a business model around bringing the entire industry down in the process of whining about other folks’ tariff mitigation strategies. The Sunion recommends picking a lane, preferably not the last one.
Companies that actually put the restricted (R) symbol on their logo usually think someone is going to steal it and use it for their own commercial gain. To have that fear with a logo this repugnant is completely unhinged. So you might expect a company with a logo like this to do wildly selfish, narcissistic things which serve to hurt a lot of other people in search of marginal personal gain.
That font is breathtakingly unattractive. Give us a month to try and compete with the ugliness of that font, and we’d probably just give up mid-stream and sue someone for making the game too hard.
“towards the sun” in lower case italics and a different font is [chef’s kiss]. Now this we can get behind. That is, assuming that they are trying to make it ironically bad, like a Pavement song from the late 90’s. It looks a bit like the font that one might find flashing on the bottom of the screen in an original Nintendo RPG game: “you found princess Winnowill’s chalice in the Sindarin Swamp!”. Also - if you’re a company waving patriotism and American job creation in everyone’s face, The Sunion recommends using “toward” instead of “towards” as it is the more widely accepted American spelling, communist.
We also wonder why they didn’t just put their company’s official mission statement - “Create American manufacturing jobs” - on here. Perhaps it’s because that’s a ludicrously disingenuous and pandering mission statement for a for-profit corporation.
The drop shadow on the sun made a couple of us throw up in our mouth a little bit. It’s as though this was extracted from a tutorial in the 1998 version of Adobe Photoshop. Moreover, to us it elicits the suspicion that something false is obfuscating something real behind it. Like, I don’t know, maybe someone’s insincere bullshit around creating American jobs is hiding the deeper and harder truth that the manufacturing sector of a fast-fading empire should be realistic about where it can compete with rising economies not yet fat and entitled from decades of enjoying the fruits of reserve currency status (absurd amounts of sovereign-debt supported by incessantly printing money). These concerning signals are amplified by the obfuscated sun appearing to be in a darker shade reminiscent of a star later in it’s life cycle. How the logo designers failed to see the parallels between this imagery and the “fading star” of the US manufacturing sector for near-commodity goods is baffling. We’d advise any company to be careful about sending such subconscious signals.
The Sunion recommends scrapping the logo - and the business - entirely.