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
- Web publishers
- 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.”
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.
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
“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.”