T H O U G H T S
Monster is a modern day brand that has been very prominent in it's promotion efforts, but the only way consumers ever see it is glowing green on a black background. Now, keeping your brand imagery consistent is definitely good for retention and familiarity, but if this mark needed to be applied in a low quality output setting, would it still retain it's "energy?" Unfortunately, not very well. While the shapes of each slash are defined, it does begin to lose it's recognition in 1-color. The effects capture us visually (and they are well done and serve a branding purpose), but when removed, they begin to look unrefined. You still see that it's an "M" but the roughness of how the slashes were drawn can appear sloppy. Now, I don't think it's awful, but the craftsmanship in designing those slash marks could have been higher. Nevertheless, it's still an "M" and it's still raw and gritty, which is the market appeal Monster is going after. The scalability is good because there is such large negative space between the positive shapes, providing a strong contrast for the eye to take interest in. And instead of just making the "M" mark just look like a roughed-up standard letterform, the designer really exaggerated the visual drama by elongating the slash marks to run deep; helping to maintain recognition when set in 1-color. So overall, it's ok. A little sloppy in how the shapes appear when they don't have the effects to lean on, but still a fairly unique and striking logo mark.
R A T I N G S (1-color version)
Scale: Bad, Fair, Good This is all in the context of the 1-color version, not rating the full color version.
Use of Pos/Neg: Good