Well-designed logos are the work of the designers. Successful logos imply the companys use of the logo. In other words, there are instances where a logo is not pleasant to the eye but the company uses it well. A mediocre logo in terms of design quality can be used to good effect through a great mix of consistency and variation. The Coca-Cola logo is not, and never was, an outstanding design. However, it has been used with great ingenuity.