The Diary of
Mr. Knowitall
How many times you see a random logo somewhere and think to yourself you can easily do it better in a half an hour?
"Well knock yourself out, Mister Knowitall", once answered somebody in my head.
The rules
Time trial —30 minutes to do the hard work, 5 more to finalize. No cheating.
Keep it real — work as if there is a real client asking for all this.
No backsies — once the timer has started, the result has to be published.
The dude
Mr. Knowitall is a side project of Filippo Gander. Web and graphic distiller from the hearth of the Swiss Westlands.

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The Diary of
Mr. Knowitall
August 2019 – Public body
I'm mostly working on project funded by Europe. Their logo system bugs me, especially the EC. I get that it comes from their iconic building, but it's not enough to make it a nice logo.
Ok, mine are terrible as well. Plus, they lost all ties to the EC flag in the process (that pointy things are actual bits of a star though). I really had to force myself to publish this one but hey, those are the rules! At least they do come off as more cohesive than before.
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July 2019 – Small Business
One of my favourite small business in town, with the right amount of hippyness. The logo though, not one of my favourite. Especially with a name that evokes art and ethnicity. There was definitely room for something better, now wasn't there?
Have I had more time, a pattern with the two elements of the A – for wrapping paper, bags, and other stuff – would have been in order.
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June 2019 – Charity
A guy walked in at our office asking if he could hang poster for a charity event. I almost said "yes, but please let me clean up a bit this mess". Then I realised nobody likes a know-it-all and started my 30' timer instead.
The concept – a pretty common one I guess – is giving them cans and other imperishable food, and they make big boxes for the less fortunate people. Hence my big heart coming out of a box. Cheesy? Maybe, but I do like me some Frankfurter!
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May 2019 – Research Institute
A Europen project I'm working with has this Greek research institute amongst its partners. Each time I have to use its logo, it remembers me of the good ol' time, when I thought using the live trace tool in Illustrator was a legit method to make everything vector.
I keep thinking there was an easier way out for this, but time's up and I have to live with what I made. It would be stupid to complain about rules I made myself, wouldn't it?
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March 2019 – Industrial services
I don't thins there is a proper translation but "industrial services" in Switzerland represent public owned companies that provide electricity, water and other public services to citizens. There is usually one player for each "big" city and the local one here in Lausanne has a painful logo. I mean, Helvetica rounded plays agains the Geneva convention, right?
In the spirit of the rules I made, I kept the L-as-a-framing-device thing, the only good thing about the current logo.
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Feb 2019 – Travel company
I spotted this logo in the streets and thought it was a good occasion to show that even bad type choices can be lifted up with a proper typesetting. Turns out I'm not as good as I thought.
Shifting to Hobeaux saved my face a bit, but I was close to disaster.
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Jan 2019 – Distillery
Small distillery from Southern Switzerland making a great gin (and I'm not a gin lover at all). Their overall graphic style is good, but their scripted logo isn't. Probably something the founder created on its own and won't let go.
I didn't have neither time nor skills do draw this from sketch, so I let awesome Melany Lane speak for itself.
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Dec 2018 – Hotel
Small chain of business hotels with a very weird logo with unicase typography and thicker flowery icon. Not good, if you ask me, especially for the rates they charge for their rooms.
My makeover though is so bad I wanted to bang my head agains their walls. I wanted to add some dynamic with the star flares but ended out so cheap I just want to go home and have a cup of hot cocoa.
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Nov 2018 – Restaurant
Oh look, I integrated the shape of the building into our logo! Thanks but no thanks, mate.
I'm quite happy with my makeover per se, but maybe it would disappoint people when discovering the actual restaurant is not a chalet but a modern building...
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Oct 2018 – Logistic Company
As each one of you (don't kid yourself), I keep receiving packages of stuff I randomly ordered on the web. And therefore keep seeing DPD vans outside our business windows.
Maybe to childish, but I love my delivery-P-erson. A lot.
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Sep 2018 – Insulation company
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Lorem ipsum dolor sit amet, sapien platea morbi dolor lacus nunc, nunc ullamcorper. Felis aliquet egestas vitae, nibh ante quis quis dolor sed mauris. Erat lectus sem ut lobortis, adipiscing ligula eleifend, sodales fringilla mattis dui nullam. Ac massa aliquet.
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Aug 2018 – Small town
I am working on a Europen project which has this Greek research institute amongst its partners. Each time I have to use its logo, it remembers me of the good ol' time when I thought using the live trace tool in Illustrator was a legit method to make everything vector.
I keep thinking there was an easier way out for this, but time's up and I have to live with what I made, event if it doesn't make me happy.
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July 2018 – Small Business
Lorem ipsum dolor sit amet, sapien platea morbi dolor lacus nunc, nunc ullamcorper. Felis aliquet egestas vitae, nibh ante quis quis dolor sed mauris. Erat lectus sem ut lobortis, adipiscing ligula eleifend, sodales fringilla mattis dui nullam. Ac massa aliquet.
Lorem ipsum dolor sit amet, sapien platea morbi dolor lacus nunc, nunc ullamcorper. Felis aliquet egestas vitae, nibh ante quis quis dolor sed mauris. Erat lectus sem ut lobortis, adipiscing ligula eleifend, sodales fringilla mattis dui nullam. Ac massa aliquet.
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Jun 2018 – Electrician
Small town's bulletin boards are a golden mine for poorly executed logos. This one is for an electrician that clearly has ED-related problems.
I'm not 100% sure about the super tight tracking, but I like the final result. Nothing groundbreaking but in 30 minutes one has to play defence.
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May 2018 – Public transportation
This one has been on my plate for a while, and it's probably the main reason I started this projet in the first place. It's a local public transportation company with one of the worse logo and color combination there ever was.
MBC stands for Bière, Morges and Cossonay. Three small town that form a triangle on a map. Hence my idea for a very triangle-y logo. I'm not gonna lie: I like it, even if maybe a tad too funky to work in real life.
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April 2018 – Garage
Cheesy typography, cars made out of swooshes, and tilting direction which goes right for the type, left for the cars. What's not to like?
My makeover is definitely cleaner but it loses all of the spirit the original had: speed, dynamism, sport cars... It all went away for no good reason.
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March 2018 – Insulation Company
The first logo I spotted after starting this project was this one. I probably picked it because with such a poor starting point it was almost impossible to do worse.
I was feeling very confident even if it was my first time. And like other first times, it was a little disappointing. 30 minutes is really a short time to come up with something good, unless the right concept pops into your mind immediately.
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