Dosh Dosh brand identity design
I was approached by Maki, author of the popular Dosh Dosh website. He wanted me to create his new site logo, and as I’ve been a fan of his blog articles for some time, I was more than happy to help.
Dosh Dosh offers free content on internet marketing and social media, and with more than 20,000 RSS subscribers, it’s clear the content is in demand.
The first step was for Maki to answer a number of questions about his site. The answers provided the necessary information for further research and brainstorming.
Dosh Dosh target audience
- Marketers
- Bloggers
- Web publishers
- Entrepreneurs
- Social media enthusiasts
- Small business owners
“The bottom line is I am not looking for something cartoonish… some sort of a simple typographic, minimalist, clean design might work better.”
— MAKI OF DOSH DOSH
I was provided with a screenshot of the impending website re-design, which showed the confines allowed for inclusion of the logo.
The space was minimal, which meant the logo wouldn’t have much breathing room. On a positive note, it made the decision of the logo layout easier. For instance, a horizontal orientation (as opposed to vertical) was called for.
You’ll notice the site header is dark, so I needed to create a logo that worked equally well when reversed.
Why “Dosh Dosh”?
“As you probably know, “dosh” is English slang for money. And since Dosh Dosh was initially a ‘make money online’ blog, I thought it would be appropriate.
“However, the blog has since evolved beyond the “make-money-online” niche and it’s really more about online marketing in general.
“I think its a cute name, most people I talk to don’t know what it means but it’s quite sticky and memorable… I would like to stress the online marketing and social media angle more than the ‘make money online’ angle for the logo.”
Sketches
Research revolved around social media, wisdom of crowds, networking, interactions, speed of communication, viral marketing, early adoption, and connectivity.
I also looked at Japanese symbols and words to tie in with the anime aspect of the site.
When two words are repeated in a name, as in the case of Dosh Dosh, it’s possible to use this repetition, as I considered with the mirrored ‘h’s. There’s a great deal of conversation that takes place on Maki’s blog, and his readers are intelligent, so I thought of using the ‘h’s to form two seats, emphasizing conversation.
The viral aspect of online marketing led me to experiment with divergence, and a widening appeal. Some sketches represent the spread of information.
Maki’s preferred design came from the sketches above. As Dosh Dosh has been built into such a valuable resource, I felt it appropriate to use building blocks when forming the “D” of the name. The circle is used to represent a global reach.
One of the specific logo requirements was that it work at favicon size (16 x 16 pixel). This meant detail needed to be kept to an absolute minimum, and as simplicity was the keyword in the new blog design, the two elements work well together.
Typeface choice
Various typefaces were presented, and Franklin Gothic Condensed was preferred (1st in the list below).
The symbol was initially placed to the right of the text. I felt this added a little forward momentum with it’s “arrow-like” shape. You’ll notice an absence of colour throughout, as black and white was preferred to tie-in with the site design.
Previous Dosh Dosh logo
New Dosh Dosh logo
Client testimonial
“David is one of the most reliable graphic designers I’ve worked with. He’s always fast on email and is quite open to feedback. If you’re looking to get any work done, get in touch with David.”
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60 appreciated comments on “Dosh Dosh brand identity design”
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David,
Love it! Great read too, always love seeing your design process. Fits perfectly with the new design for DD too.
David, thanks for sharing this.
Great logo for a great blog – well done. I like the way you’ve reflected the double name in your two-tone reversible design. Also fascinating to see your creative process.
Superb work, David. Really.
My only preference would have been to go with the Gotham Ultra typeface for ‘Dosh Dosh’. It’s broader setting seems to fit more comfortably.
But, like I said, it’s just a preference. Excellent!
Hi Kyle, glad you think the design fits well.
Mark, thanks for dropping by this morning, and I’m glad you enjoyed seeing a little of my design process.
Armen, thank you also. Gotham is nice, and I also like how the ‘ultra’ member sits in Maki’s blog header. When presenting ideas, I pasted them into the screenshot. This gave Maki a sense of how they tie-in.
Good job David, the design brief was indeed followed. But in my opinion, Maki should have taken your advice on which side to place the arrow.
Looking at the site, the circle and the arrow are pulling my eye to the left, away from the site. Not inwards where the content is.
I see this all the time when photos or graphics are added to sites. Elements are not used to draw the eye.
And really, when you have so few elements as Dosh Dosh, it’s a waste of a perfectly good chance to quietly welcome readers to “come on in”.
I imagine Maki would be quite chuffed to know that until I saw the new logo, I thought he was a she.
I don’t remember details of Maki’s previous site, but I do have a vague memory of clicking away because of the cutsy / too young (for me) design.
Note: I have Maki on twitter. And because I had his previous site design in my mind (even as a dim memory), I thought he was a she. A young she.
I don’t believe I would have made the same assumption if David’s logo was in place at the time of my visit.
Hi Cat, you’re thinking along the same lines I was when placing the icon to the right. I’m reckon Maki will be pleased that you now know his gender. ;) I’ll see if I can find the old logo and add it to the post as an update.
Hi David,
Looking forward to seeing the old logo …
As you well know, this isn’t the first time I’ve gone wonky with gender assumption. It’s really down to not having a whole lot of time to go searching on a site. So if there isn’t a photo (and if the about isn’t clear either), I generally go by tone of writing and site design.
For me, that’s a double vote for tighter branding. Especially for Internet-driven companies developed around one personality. Besides, it’s a fast world and there is only so much time to stamp your personality / branding on a reader’s retina. Might as well get it right.
Or not. I mean .. how important IS it to be seen as male, or female? Young, or old? Audience and target market does come into it for sure …
Wow, never thought a logo design involves so much ! The sketches were like an eye-opener for me :)
But Kudos to you David for the design. I am one of those who appreciate this new logo of Dosh Dosh. Its simple and blends with the new design well.
Cat,
I’ve updated the blog post to include the old Dosh Dosh logo design. It’s funny, from time-to-time I’d receive friendly emails asking, “Have you seen this logo? It’s very similar to yours.” It’s one of the reasons why Maki contacted me in the first place.
A question worthy of an individual post, and I’m sure if would have a few people thinking about their own online personality.
Jeet,
This is just a sampling of what goes into a logo design project, so I’m glad you’ve seen what can be involved. Thanks also for your compliment, which is much appreciated.
Hi David,
Thanks for sharing your creative process again. I like the logo a lot, especially the sense of convergence which it conveys with the arrow image. The only criticism I would offer is that I don’t think it works so well in the favicon version, but designing with a favicon as a consideration is a big challenge.
It would surely be a daunting task in some ways to design a new identity for a blog with such a large and loyal readership. From reading the comments over at Dosh Dosh, it seems that changes in the site design (note: not just the logo but the whole site) came as a bit of a shock to many. Redesigning a loved brand can be a major undertaking and I think you’ve done well.
Oh, and I *love* the version of the logo with the smile/tsu symbol but I’m biased because I studied Japanese some years ago and I’m a huge fan of Japanese art, culture and pop culture!
Nice work David. Don’t worry about any negative feedback. On a blog with 15,000 subscribers nothing you could have created would have pleased everyone. We all have different likes and dislikes.
Tracey, you’re very welcome, and I welcome your comments both positive and negative. I was actually expecting the black circle to be shown as the favicon, but of course it’s up to Maki and his blog designer, Justin.
You studied Japanese? Nice. How are your conversational skills? In the past self-taught myself a little Spanish, before going to teach in Spain, but don’t ask me to say much!
Steven, thanks very much. I appreciate it.
Hey David,
I stumbled across your site one day researching various color schemes options for a client. Needless to say, I got sidetracked. I should really start this post out with, “first time commenter, long time reader.” Anyways, I really like the type face portion of your design process. It really illustrates how different fonts change moods and perception and provides a great honing device for my skills. Thanks for sharing.
Jeff
Hi David. It was nice to read how the other side of the development process goes because I mainly just done a lot of code tweaking with Maki’s new design. Your design skills definitely far outweigh mine. So, it’s good that Maki asked you to design the logo. ;)
When he sent me the new logo to implement, I must say that I was impressed. I also thought that the name should’ve been to the left in the logo though.
Overall, I think it went well. The new logo is a major improvement over the last one.
Justin,
Your design is very clean and crisp. Nice. Has a quiet class.
Dosh Dosh’s community is sure to get used to it eventually. Just right now some of them are in a bit of shock.
They came home to find that someone threw out all their furniture and favourite paintings. Moved walls and then repainted.
So right now they’re not sure where to turn, even though it’s right there in front of them. Nice and clean. With clear directions even.
Whereas you, David and Maki have all watched the design progress so you’re much more comfortable with it.
You might even have that ‘OH!, neeeeeeeeeeeeew shoes!!’ feeling.
And to throw in another analogy, your feet might not be feeling as happy with you as you are so you’ll just have to break them in.
(I’m not sure if it’s the shoes or the feet at this point :-D
cat’s last blog post…Truly Ace
I must say I’m quickly becoming addicted to your blog. I am fascinated by the design process so I really appreciate these posts. It never fails to amaze me when I’m working with a client how we arrive at the final product. It may be something completely different than we started with. Amazing work and amazing blog!
In my opinion Maki should have waited for you to post this before he updated the site’s design and then include a link to it, or maybe even quote some of it in his post. Some of the commenters didn’t like the logo and I can’t say that I was too amazed either. But reading this made me appreciate the logo more since I now know more of the background and meaning of the logo.
Good job anyway!
Sano’s last blog post…Writing in a Distraction Free Environment
Nice work David. For what it’s worth, I think Maki made a spot-on choice and picked the right concept, even down to the choice of typeface. Good stuff.
Good work as usual David!
It’s always interesting to see peoples reactions to a style change, especially a logo. I usually only get to see that with my own work, but it’s great to see your process for this job and then read the Dosh Dosh reactions. I find it helps to understand the view from the ‘other side’ more.
One regular comment seems to be that the logo seems cold in black and white but, if Maki wanted to try it, I think the new logo could easily accommodate an exciting colour palette that might give it a boost. That doesn’t mean I personally don’t like it though, I do (although I did like ‘b’ too).
Interesting to see your sketches on this one. A lot of different ideas there. The chairs were cute. Glad you didn’t go with a hub – seen a lot of those lately; the building blocks concept is definitely stronger.
I enjoyed seeing the design sketches and how you included more this time. Gives us the reader and other designers a good example to aim for.
I like the end result and I do think the right logo was chosen.
Just how did you get to use the dots as a D?
Jeff, great to know you’ve been reading for some time. I’ll be sure to include more future info on the typeface choice.
Cat, love the analogies. Very apt.
Steve, it’s been interesting following the Dosh Dosh reader comments. I agree that adding colour can dramatically change perception.
Kristen, perhaps I should show more of the sketches in my future portfolio entries? In the past I’ve limited the number I publish to keep the blog posts shorter.
Jermayn, the building block idea was a combination between the 4×4 squares I experimented with and showing an element of construction, how the internet is pieced together by many parts. I’m glad you enjoyed seeing some of the sketches, thanks.
Hi David,
I like the logo very much, although I do understand how some of Dosh Dosh’s readers perceive it as too cold and impersonal. I don’t agree with that opinion, but I understand it – if you’re used to the old logo, the new one does take a different avenue. I can see Maki’s ideas and where he wants to take his blog, and I think that your logo represents his direction very well.
Cat,
I have mixed thoughts about the placement of the arrow. While I do agree with you that David’s original placement of it to the right engages the reader more and points towards the content, I’m not sure if that approach would fit Maki’s site better than the version he went with.
To me, the icon to the top left of the site brands the site better than the other way around. The arrow opens up a contextual bubble, plus it acts as an anchor for the eye. If you look at the center of the site, you can see the white background of the arrow sticking out and “framing” the content in the corner of your eye, which provides structure and balance.
If the arrow were to the right of the logo type, there would be an inbalance created right from start, as the arrow were in no special place or alignment. I’m thinking in terms of a grid.
I like it! I think it works really well for a tech site, reminds me a little of sites like Technorati which can only be a good thing!. I really like option D as well although I can’t imagine it looking as good on the website.
Hi Robert,
I read your points late last night and found myself nodding in agreement with “it acts as an anchor for the eye” but couldn’t put my finger on why it didn’t sit exactly right with me.
So I read it again this morning … A little to the left or right, no matter, any bright white mass in that corner would anchor the eye.
On my lunch break I took screen shots of the site and switched the graphics around. By having the arrow in the front, with white Dosh following directly right behind, the whole logo becomes an arrow with a clear direction.
“If the arrow were to the right of the logo type, there would be an imbalance created right from start”
I agree with this but for different reasons. Either I’m not used to the circle on the right side yet, or the circle is too heavy when placed on that side.
And with all that bright white, the circle is heavy. The way it sits now it’s lined up perfectly with the left column. But as it’s heavy, it gives an illusion of going over. Off the site. If it were an animation, I know which way it’d roll.
What would add to the overall look of the site would be to incorporat the logo elements into the main site design. As the logo is one of the few design elements on Dosh Dosh, it would pull the two designs (site and logo) together even more.
It’s been interesting chatting about the logo (I usually join in on design forums) but the bottom line is that David followed the design brief, giving Maki what he wanted (which we agree on). Nice job.
i like /d option, kinda beyond expectation. but customer is the king, right david? aniway, no thought on utilizing japanese character?
Yep! Nothing wrong with a few more images. They’re easy to scan or glimpse over, or spend a bit more time on to understand your thought process (and recognise how difficult logos and identity can be).
well ,what can I say ,David ,nice job again.
one question here about the way you do the text. do you redo the letters based on the font,or generally just choose the font and use it in the logo as it is,because it seems there r only two (a and c ) out of eight you did some adjustment,(sorry here i ignored space and distance),
do you think this might be the reason why some readers think the logo kinda impersonal,even Franklin Gothic Condensed fits the logo quite well from my point of view
Love it, bookmarked it. You have conquest a fan. Not just because the graphic design stuff, but for the inspiration.
I am remaking my site, my logo and my activitie and you came on the right time.
Thanks a lot and keep it good as it is now!
I had to submit agan because it seam to have disapeared.
Robert, yes, it’s important to understand why some don’t like it. There’s clearly a big difference between the old and the new.
Shaun, option ‘d’ was created to reflect the connectivity involved with online marketing. Having some characters overlap allowed for a little transparency, too.
Cat, thanks for responding to Robert’s ideas. It’s been great following both your thoughts.
Nugroho, Maki rightly had the final say. Afterall, it’s he who is represented.
Chad, in some instances I’d alter the typeface, where in others I’d use the standard. It depends on the project. For this, the mark took on more emphasis than type adjustments.
Rogers, sorry your previous comment got lost. I had to restore previous files after a small admin issue. Thanks for commenting, and good luck with your site re-make.
David,
I am always excited when my rss reader pops up saying that you have created a new blog entry, especially when it is a new design. You have once again done a fantastic job.
To add a little constructive criticism, (more for Maki, but it is a great topic of discussion) I believe this redesign is a great example of an issue I see quite often with business owners. It happens when the owner of a company experiences success in building a brand. Then decides that they either want to capture a new audience, or they desire to see their company as something it is not. For example, I have a client in the coffee industry that is a fun, edgy, youthful, love all serve all company. The owner constantly pushes the marketing department to be more “sophisticated”, he would really like to target the “Starbucks” customer… but the reality is that the company is nothing like Starbucks and has had huge success due to the dynamic differences between them. Due to this, the campaigns that are launched under this guise are rejected by the established customer and still do not have the desired effect on the newly targeted customer. This is an example of a company trying to be something that it is not.
Another example is that of an actor that is extremely successful as a goofy “character” actor because of their look and ability and one day they decide they would rather be a “leading” actor that gets the girl in the movie. Then they wonder why they aren’t getting any more roles. Because they are trying to be something they are not.
I see some parallels with Dosh Dosh. They have a fun, edgy look and appeal by nature and now they are attempting to redefine themselves as a more professional, tech, digital company. The result is that they appear to be confused about what there look is. The header almost looks out of place with the rest of the site still having the anime, cartoon feel. Thus, the rejection from many subscribers. Sometimes it is better to identify what a companies true strengths are and to build upon that. As well as do some market research on the current subscriber base before deciding to take it in a completely new direction.
Of course I could be way off base here, but I see this quite often and it puzzles me. Would love to know your thoughts on this topic. And for the record, I am a Dosh Dosh subscriber and fan…
I really, really like this new logo and type choice for Dosh Dosh, the previous one looked too much like yours ;-)
Actually, from all the logos you’ve worked on that were featured on this site, I like this one the best – you just can’t go wrong with a classic geometry. Btw, don’t forget to add this one to your portfolio page. I can safely predict that this work will catapult you to the logo stratosphere as a designer.
Wow…it’s really nice to know that you designed the logo for a big name like Dosh Dosh….great going
one of my friend designed the logo for my blog but can’t use it, as i got the new domain and name for my blog…so sad
Regards
Shaan Haider
Enjoyed looking at how you put your work together / develop ideas. Logo looks great (visually interesting / relevant, i think). Bet it must get frustrating, though, choosing which idea to develop (after genertating so many) and then deciding which logo to go for as your favourite. Mind you, guess you could say the same about design in general / creative thinking in advertising / marketing in general.
Sorry, I’m commenting without reading the other comments properly first as I’m pressed for time.
I’m not sure about this design.
If people visually scan from left to right, which they do, this means when we refer to the spread of information we see the greater amount of squares first and then the smaller amount of squares last.
We visually witness the squares diminish.
I’m not sure a reducing number of squares accurately represents a spread of information. To me a spread of information would be starting with a smaller number and growing instead of reducing – to represent the spread and growth of information across the network/community.
Also I feel it’s a rather cold image for a social network.
David,
another great logo (I’m a fan of clean and uncluttered, and hence a fan of your work).
Would it be possible to provide an idea of the timeframes involved in each part of the process? I’m curious as to how long a designer spends on sketches, initial ideas for the client, narrowing down of the choices, typeface selection, etc. I think it’d be fascinating :)
Another great logo and, more importantly, interesting article about the design process and the client-designer interaction. I like these, David, and I like the effect you give to the logo background on the top image of the finished logo!
Trever, thanks for adding some constructive criticism. Especially as you are a fan of Dosh Dosh. I’m not sure if he has dropped by.
Vivien, you’re very kind, thanks.
Eamon, you’re right by saying the more options presented, the harder the final choice becomes. It’s why I normally don’t present so many variations. This project was a little different due to client preferences.
Amanda, you make an interesting point. It’s why my proposal was to include the icon on the right.
Karl, I’ll be sure to highlight timeframes in my next entry. Good suggestion.
Rob,
It’s interesting how you mention the graduated effect I added to the logo image. A couple of days ago I removed these effects from the logos in my portfolio page, preferred to concentrate fully on the logo form, in black only. I’ve left the effects on the actual blog post images, just not in my portfolio, where all designs are shown side-by-side. Thanks very much for the compliment.
It’s really interesting to see the process of logo design in depth. I just wanted to drop a line and say thanks for making this sort of information public. VERY nice logo too by the way.
I’ve said it before, but I love when you show sketches and talk about your process for conceptualizing a logo. I enjoy seeing sketches almost any time and gravitate toward blogs who post them often. Your work is always so well thought out, which never surprises me. What I delight most in is how consistently humble and sincere you are about it. :) Well done, as always David!
Andy,
Good of you to comment. It’s always nice to know people appreciate the info I publish. I hope all’s well with you.
Charity,
Thanks to you also for the kind comment!
Hi David,
Been following this on the sidelines for a bit and we have spoken briefly on it as well.
Some thoughts:
Seems most designers seem to like the new logo, but most readers of Dosh Dosh do not seem to…I think in this case, and no insult intended to your abilities, the logo is not as successful as it could be.
In many cases designing a logo, has a lot of foundation in branding principles. For one what we think of as a brand is often different from what our customers think it may be. Brand perception is something that is very difficult to manage.
Regardless, it looks like Maki wanted to head into a different direction. This though is something you cannot control, as it was Maki’s decision, as was his choice of the final logo.
But it might be interesting to get your customers to think about it in the future?
Cheers and great write up as usual.
PS: I wonder if it could have been a lot stronger concept, if the meaning of “Dosh” was implied in the logo shape?
dt,
There’s a common ailment among the human race: resistance to change. I think designers have been trained to embrace certain types of change, in a way it’s their profession (at least it is when a redesign is involved, I guess their job is creation as well).
Do you think that the readers dislike the new logo because of the logo itself or because they were content with the old one? I think all too often it’s the latter (I was the same when Smultron, my favourite text editor, changed the look of its buttons — now I barely remember the old buttons).
dt,
I agree with you on the different point of view of designers and clients, and I’d like to add a third party – the ultimate consumers (our client’s customers). Branding is an effort to create a brand image about the client’s brand in the consumer’s minds.
The largest part of the readers of Dosh Dosh are sure to flare about a change in identitly like this. That’s expected from them. They are users of a brand and all of a sudden, that brand has changed. Kristarella put it very eloquently and completely: the common resistance to change.
So I think the point you made is absolutely right, it’s up to the designer to educate the client about the impact of a change of identity. It’s a constant struggle between what the client wants and what we, as the professionals, know he really needs.
Communicating this to the client is a part of our job, as these two things aren’t always the same. Very often, we are in the position of understanding the aspects of branding and re-branding way better than our clients, which, often enough, puts us in the predicament of having to accomodate the client’s demands although we know they are not the best solution. That’s a classic, and I think that’s what David went through with this logo as well.
I had a meeting with a client just yesterday, with exactly the same issue. Our client decided to change a very important aspect of a print ad, which in our eyes waters the whole thing down and makes it close to useless. After spending hours discussing the subject, we finally managed to at least meet half the way, which still wasn’t ideal. But what can you do, it’s the client’s demands. And sometimes, they just don’t want to listen to us.
David, this is a great blog showing your amazing work. I am passing this on to my superiors for some work we need in the future.
@Robert, and @kristarella You guys have great points. I think this is a case more of implementation.
Often a new brand image, or design look, is introduced gradually so that it can attract the new customers, and not alienate the old ones. At the end of the day though, it is all about the brand strategy.
For example, when BMW introduced their new look, tons of old followers felt isolated. But the objective was to attract new buyers, as the oldies stuck to their old well made BMWs.
dt, no insult taken at all. It’s good to know your thoughts. In this case, and as previously pointed out, Maki had become tired of his brand, thinking it too cartoonish.
Kristarella (and Robert) states what I believe is one of the most important factors here, the common resistance to change. Subscribers gain a sense of ownership over the blogs they read, and when something you own undergoes quite a change, it’s obvious you’d want to have some form of say in the matter.
You’re right to point out the importance of educating clients. It will always be a part of the designer’s job.
Kristarella, Robert, thanks very much for your thoughts.
Great job, Dave. I especially liked the ‘logo design questionnaire’ – I need to do this myself. I noticed the old DoshDosh logo has the same two “Ds” as in your logo. Did you do the old one, too?
Thanks very much, Doug.
I’ve found my questionnaire to be particularly helpful. I previously only offered an interactive PDF form, but the online form makes a big difference for usability.
This is a good post.
Educating clients is a never ending process which I get tired of at times (arr…most of the times!) But designers have to live with it.
(With reference to Robert’s post) Also, compromise on the designer’s side is unavoidable in most of the cases since this always has been a ‘client driven’ industry.
Trying to find a ‘golden mean’ is the deal!
Thanks Niksan.
I agree. Every designer needs to become a teacher for certain tasks.
Is it me or the old Dosh Dosh logo and your current logo are very similar?
Hi
Nicely executed (although I would’ve opened the kerning a little) but constructively, your design could have capitalized on the obvious ‘dosh – money’ associations which could make this design more memorable.
E.g. the ‘s’ in the DOSH could easily be dollar signs or pound signs or along similar lines.
This for me would’ve have taken the design further in tieing the design and brand image much closer and help solidify and leverage the positioning of the brand identity overall.
It’s a corporate style in feeling but I still like it.
Regards
Zahid Adil
George,
One of the reasons Maki contacted me was actually down to the similarity of our logos.
Zahid,
Maki wished to steer clear of using dollar signs, and relating his logo to money. Regardless, thanks for leaving your own thoughts on the direction to take.
Hi David
Yes, you get companies sometimes trying to go against the very nature of their brand. Can a leopard change its spots?
Oh well, what can one do?
All the best
Zahid
Since starting his blog, it has evolved beyond the ‘make-money-online’ niche and is really more about online marketing in general, hence Maki’s decision to steer clear of the obvious monetary symbolism.
Your logo design process is really interesting. Did you ask Maki to fill out an initial requirement form or had a talk with him and started designing based on it?
Your logo design process is really interesting and more interesting is the way you blogged about it.
Keep it up bud,
Best Regards,
-Hardik
I did, Hardik, and it’s a necessary part of my process. All the best to you, too.