When you're out driving and you're hungry and want a quick bite you don't look for the word McDonald's, you look for the golden arches, the logo. Or maybe your bag is KFC. Either way, it works because there is one logo and only one logo recognised universally as being synonymous with the food you want.

If you want to represent WCG with a logo then it should be the WCG logo. Otherwise people think you're talking about something other than WCG. Will they figure it out? Well they might or they might just turn their nose up at the ambiguity and move on. Why should they play your game? Why shouldn't they move on and find something served up plain and simple the way they want it?

This is not to suggest websites or campaigns promoting WCG should use the WCG logo as their own logo. Their own logo should be unique. If they want to use a logo in addition to their own to suggest some connection to WCG then it should be the original WCG logo or no WCG logo at all. If no WCG logo at all then the words World Community Grid are the next best thing for conveying the message. Though the words themselves are not artistic they are at least unambiguous.

I do wonder sometimes about the WCG logo design. It's not IBM's best effort. The official version is actually green, but the version on the website is closer to blue. It doesn't scale well. At small sizes it reduces to a blob, and they had to resort to a feeble sort of chevron effect for the agent icon. Finally, the logo includes transparency, and often isn't rendered correctly as a result.

The concept's fine, and it looks pretty - but it doesn't work in many situations.

We could always have a competition for a new logo, vote on the winner, then assign the copyright to WCG (while releasing it under an open license so it can be used for the purposes intended). Now that should scare the lawyers into action!

We could run the best logo competition there ever was and come up with the best logo the world has ever seen, a logo that renders well and works perfect in very way but don't expect them to adopt it almost 2 years into the game. The current logo is not perfect but it has gained recognition, status and respect. WCG would be crazy to throw all that away and start with a new logo.

I am willing to bet your average surfer doesn't even notice the fact that WCG's logo renders differently in different situations. I bet the few who do notice don't really care. Logos are not something the average surfer examines in detail. Logos get a quick glance to verify you're at the right place and then the eye moves to the content and the logo is all but forgotten.

Use the current logo. Use it in a wholesome manner in keeping with the image WCG wishes to project and you probably won't hear anything about it from them. It should also be used with proper recognition which means using the TM symbol for trademark beside it and an acknowledgement of the owner. They are most certainly not going to drag your butt into court immediately. If they don't like the way you use their logo you'll get a letter requesting that you stop using it. If you ignore that letter then for sure they'll have you in court.

Edit: I sense the Silly Pedant Squad gathering for a debate about the meaning of wholesome and the image WCG wishes to project. I suggest those who need that debate start a thread called Lookin' fer a Fight Over Anything and Everything and Therefore Nothing. If I don't show up immediately just go ahead and start without me.

As usual, Didactylos, you argue your point well. True, their logo is not part of the public consciousness. I would add that it may never be part of public consciousness because it's just not "sexy" enough. It's not ugly, it's just plain and quite forgettable, doesn't reach out and grab ya, like that nifty Firefox logo does.

OK, I'm for the optomistic approach too. Give them a week and if they don't come around then launch a logo contest. If I can master The GIMP then I will probably even submit an entry myself. Already I have a clue for succes, I think, no transparency.

Now, who could host a logo contest