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Logo Motion

The winner of our ugliest logo contest gets a new look.

This story appears in the August 2005 issue of Entrepreneur. Subscribe »

At a time when makeover shows are all the rage, we got in the spirit and held Entrepreneur's Ugliest Logo Contest (Powered by LogoWorks) to help businesses spruce up their image. Logo design firm LogoWorks gave grand-prize winner J.A. Cunningham Equipment Inc. a logo makeover, plus $2,500 worth of promotional products, and template designs for a brochure, a Yellow Pages ad and a PowerPoint presentation. Clete Cunningham, J.A. Cunningham Equipment's vice president, says the Philadelphia-based, family-owned welding supplies and equipment business has been around for 60 years--and so has its logo. It was time for an update.

Customers have often misinterpreted what J.A. Cunningham's original, hand-drawn logo represents. An electrode holder using a stick-welding process may have been a commonplace image when the business started, but it now represents old technology. The logo also fails to indicate that the company manufactures and distributes welding supplies and equipment. Cunningham hoped for a new logo that would provide a better visual representation of the business and replace the antiquated look he worried made them appear slow or conservative.

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