What do you think of these logo design sketches?
Your feedback is much appreciated on this live logo design project for a client of mine.
The company is called Circle and they primarily offer web hosting. However, they’re undergoing a complete re-branding and are branching out to offer addtional services, such as design, fax2email, servers, ADSL, credit cards – a “complete solution” in their words.
They differentiate themselves from the competition through their “service level, pricing and attitude”.
There’s no deep meaning behind the name choice. In fact, you could say it was chosen in as relaxed a state of mind as the ambient sounding names suggests. The company owner was in a maths class (okay, so that’s not particularly relaxing) and simply saw a circle being drawn.
Here was a little of my thought process:
…Circle as a mark – too obvious. Use a different shape for a mark – has the audience think twice, maybe this is also too obvious. Focus on the name in bold, legible text. it’s a nice name, memorable…
Here are a couple of suggestions by two design contacts of mine:
Sharon says:
Instead of just focusing on price, (since it could increase as they grow) by focusing on the value of the services, price becomes less of an obstacle later on. I was thinking of something like the game piece in trivial pursuit… I know it is the “circle” again … but each “piece” could later represent another aspect of their company in future marketing / corporate items.
So, if a brochure deals with just the hosting, you can have that one piece filled in, but… leave the others screened-in, letting clients know you offer more (or something like that).
Lee says:
On this one I think you have a few options:
1. Create a memorable mark that is abstract and nothing to do with the name or what they do. As the name is interesting, I would try to do something clever with the type to make the name remembered. You dont want to hide their brand name behind a symbol i.e. it’s more Texaco than Shell.
2. You create a brand that highlights how they feel as a brand. Something more emotive and aspirational. Its a whole branding solution, not just a logo to stick on everything from a pencil to a T-shirt to a letterhead to the side of a van. Perhaps this could help communicate their core values as a company. Perhaps their letterhead is used more like an ad and the logo like a watermark. The possibilities are endless.
3. The last thing you want to do is the expected. So dont make it a circle. Making it a square is better, but there must be something else you can do to push it further. How can the logo say circle and still be unexpected. The more unexpected it is, the more memorable it will be. All those ‘improve your memory books’ you see are based around the same principle. Create links that are as bizarre as possible so your memory stores them. We all remember the odd things, never the mundane. So there may be a solution in making the word circle as unexpected as possible.
Good luck.
I know that many of you have a wealth of design talent, so I’m curious as to your take on this situation. I’ve previously posted some other logo sketches of mine and I’d like to thank both Mike of Logo Motive Designs and Kelly for their kind design submissions. They were very much appreciated, and it’s always great to see how other designers express their ideas.
My client wished to see a couple of polished ideas at this stage, so I’ve created two computer-generated solutions (below).
I don’t usually jump on the computer this early, but time is of the essence with this project. Any thoughts or suggestions you have with this one will be greatly appreciated.
UPDATE: April 22nd 2007
As mentioned, the client wasn’t happy with any of the above directions. I listened to what they had to say and re-interpreted what I thought would best suit the clients personal brand perception. They showed me another logo which was animated on the particular company’s website, so I have to think of a way to create a static logo that also gives the possibility of adding an animation somewhere down the line. My return to the drawing board yielded a few more ideas (some of which are posted below):
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33 spot-on reader comments to “What do you think of these logo design sketches?”
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Of your two solutions, I love the second one. I don’t think you need a circle icon as the circle doesn’t represent anything about the company, other than it’s the name.
The use of the avant-garde-ish font face in the second one complements the name circle beautifully (lots of round-ness), and having it in a box kind of represents the package of products - the complete solution ;)
I like.
I like something about #22, but I’m no design expert, so don’t listen much to me. A circle is simple though, so simplicity should be key I would have thought.
I felt sorry for that lonely comment, so here’s my 2 pence worth!
What immediately springs to mind to me is a circle split up in different ways to represent different areas. For example a series of concentric (part) circles one inside the other to make up a whole (I’m not sure if that makes sense). This would represent the different areas of the company to make up the whole.
I understand what people are saying about don’t use the circle, but ideally, with time a logo (if using a graphic) should be recognised without the text - and unless you go for something totally bizar, a circle would do that.
I’m not a visual artist or commerical ad designer but I have a parallel experiece in the music industry.
I always like seeing the sketch pad process. Rarely is the finished product exactly as per the original inspiration. The steps in between are every bit as important and I like getting a peek at them.
Ever wonder how thrilling it would be to find a Lennon & McCartney manuscript with unused lyrics to a classic?
Songs are not born in lyric & music in the manner that you may think. Often time choruses start as a two phrase idea that keeps going ’round and ’round in your head. Verses evolve out of the chorus - in as much as it’s easier to track back and build up to something that’s established first rather than write two verses and have absolutely no idea whatsoever where the song is peaking.
hmmmmm - maybe I have another Creative Design piece buried in here somewhere. :)
and I’m liking the last logo example best.
I’ve been playing with “complete solutions” at the bottom. For some reason my 1st thought was to try and encase it somehow in an elipse that touches the main box. Like a base.
Your answer is sheet one, number 6. And, for comparison, I should point you in the direction of my one-time boss FHK Henrion and his solution for Blue Circle http://davidthedesigner.typepad.com/photos/uncategorized/daf_blue_circle_2.jpg
Keep it simple.
I agree with the first comment. i really like the second computer design. The round ness of the letters and the negative space work really well without screaming circle. As my professors used to say “You don’t have to hit the audience over the head with the symbolism hammer to get your point across.” The only possible addition that I could say is maybe a rounder bottom or top to the square. Although a round bottom would interfere with the followup text. Just my 2 cents as well but I love how you show us your process as I have just started taking clients for my home business it helps to see what a successful designer uses in his process.
Of the two I like the top one better, though the font for the “complete solutions” line strikes me as not quite right. I love the simplicity of the circle/square mark, but I think a less rounded font would be better, like the one you chose for the second example, or this one: http://randaclay.com/circle.jpg
(sorry. I couldn’t resist playing around with it)
Thanks again for making a point of posting your sketch process. It’s really helpful to me.
I’m a GDer.
When I say the circle created from the empty space by the 4 corners of a sqare, I almost swore I saw it EXPANDING!! I like the 1st since it’s almost an optical illusion, but also I like how the 4 corners act as “arrows” pounting out in all directions. like the company sounds like it’s doing. Reaching out in every direction — in a GOOD way. Like they touch every area of thier field.
Peace and Good luck,
Dave
I’m not really excited about either one of your polished ideas. The first one breaks up the circle too much where the curve of the circle actually starts to look weird. The second concept has been seen and done a million times (logotype inside a box). I think you have some better ideas in some of your sketches like 3, 12, 19, 29.
I do however think you should use a “circle” as a mark opposed to something odd like a square. I think most of the clients that go to the company won’t have the time to appreciate or understand your alternative approach to designing a non-circle mark. Unless they’re designers of course. Sometimes we try too hard to look past the simplest solutions, like a plain old circle.
I also think a circle mark could be applied in a number of different clever ways as a stand alone mark. Like changing the color of the mark to represent different aspects or services of the company. Hope that makes sense.
I love posts like these that show your creative process. Good luck, David.
Out of the two “polished” ones, I prefer the second one, but I’d even go so far as to suggest losing the dot above the “i”. I particularly like the shape of the font you used here. That “r” is great.
Although I quite like the icon in the first option, I think the rounded font is too much with it. It seems “off” to me.
Of your two final designs, I like the first one best (and I really like what Randa did with it too).
The client has also read through your feedback here on my blog, and has asked for a different direction to be taken, so it’s back to the drawing board. I’ll be sure to let you all know what the final outcome is.
I like number 2, 7, 22 and 29.
:)
– Andy –
http://www.allsortgroup.com
logos are often so simple that sketches are one of the best ways to start… i like the blue one and the simple circle :)
-russell
I like the logo with a gradient more - but fear that printing this may be a nightmare on some instances they may require? (Letterheads, etc)
The first is great too, but I feel the font is too “soft”, from the rounded edges. Nice colours, but a “harder” font will hit viewers better.
Just putting my two cents in :)
Both designs made me feel that “Circle” is steady, safe and trustworthy. Something I can associate with a bank or a credit company. If this is their corporate persona or personal belief, than you are definitely on the mark. Think you can make the colours more exciting.
I like the 3erd and 7th option. I like when symbol and type unite..
Hi,
i won’t go into specific details of your sketches, just some general thoughts on creating logos:
I would try to create a logo that either
a) *really* tells something about your client’s business
or
b) *really* tells something about your client’s
core competencies
or
c) *really* tells something about your client’s core values
or
d) *really* has a connection to your client’s company name
or
e) all of the above.
But what your logo definately, definately should be is this: UNIQUE
That means, not only should the logo tell something about your client, but it should be able to stand by itself, be a individually tailored solution from also a graphical/design point of view.
Take both your “polished” versions for example; what does the first one say about your client ? Does it say anything at all? What about the logo icon? To me, it’s just a circle in a square.Is it unique in design terms ? Have you looked up the USPTO to make sure that icon has not yet been trademarked by someone else already ? I do think, it’s too general really.Try to find something that is *unique* and has something to do with your client and is more than just “nice” looking.
In addition, you could try to come up with something that is not only unique and connected to your client, but that also is “clever” in a way.You might wanna see if there is a way to add a twist to it, something that only will be discovered on second sight.Most famous example of what i mean is the arrow in the FedEx logo.
One step further, if you do prefer an iconic solution over a typographical one, it’s always great if the icon can stand on it’s own meaning even if the company name is taken away, people should be able to identify the company just by the icon alone.
Of course another or additional route would be to play around with the typography and see if you can’t come up with something unique there.
My 2 cents…:)
Thanks for stopping by and leaving your thoughts. Much appreciated.
The first example you questionned was created to signify the expansion of the client’s business into many other areas of expertise, using the four arrows that point outwards. I had thought that each arrow could represent a specific sub-brand or core value throughout their marketing material and website. Perhaps each could act as a button? Circle customers come from ‘all four corners’. Just some thoughts I had around that one.
As I mentioned, it’s not the stage at which I’d prefer to use a computer, but the budget is limited and therefore time is too.
So what did your client choose in the end?
This is a really hard logo to do actually because “Circle” is one of the basic shapes.
To be honest, I like number 3 and 30. Though, for number 30, it would have been better if the little dots were passing through the letter “i”, like you did for number 3. Just my $0.02!
David, Just read this today so it’s more than likely far too late to be relevant.
I love the circle idea- it has many things going for it. 1. Most recognizable shape anywhere 2. Lends itself to numerous interpretations; color, size, etc. 3. works in b/w and negative shape as well.
That said, it would have to be the ‘greatest circle shape ever’ to make it stand out. Your initial attempts didn’t click for reasons that the client saw as well, that ballon font reminded me of a balloon company. The square idea has possibilities but it all will come back to a circle, and then let the logotype carry the day. Use a circle as an abstract that can be supported by the logotype and the rest of the brand material. The triangle has worked for Bass since Renoir slipped it into his masterpiece after all. Maybe variations of a circle; ellipse, ring, arcs, etc. can start something. #36 above has points to consider.
It is all a moot point by now anyway and your solution no doubt has elements that come from your design intuition and the advantage of a direct client interface.
Fun to think out loud.
Sorry for not replying sooner. It’s not easy responding to every question I’m asked these days.
I’ll be posting a follow-up article in the near future and thanks for your $0.02.
Edward,
Thanks for stopping by and leaving your comment. Whether any of my articles seem out-of-date I always value new thoughts, so it’s much appreciated.
I hope all’s well.
whoah!
Youre an awesome designer!
what can i do to improve my quality of design?
Thanks for the compliment. That’s quite a generic question there. If you’re not already, read plenty of books on design principles, typography, history etc.
David,
Just came across your question (may be too late). Sorry.
My first thoughts were an elipse or “orbit” that runs at a bit of a diagonal, with the word ‘circle” that runs thru it horizontally. This elipse could be a circle from another angle, if the logo were rotated 3-dimentionally… so still could include a “circle”. Perhaps could also include a dot over the “i” to represent a planet or atom.
Using something that offers “soft borders” and curved lines could also help communicate the idea of “complete solutions”… or more like… “surrounding you with solutions”… or “solutions… full circle”.
Cheers.
Never too late, as I’m forever a student of design. Thanks very much for lending me your thoughts, even if this idea is one that’s in the past.
The brain can interpret the images in many different ways. Good post!
So what happened?
Have you tried drawing a circle with the word?
Make a circle with an arrow at the end pointing to he beginning and plac ethe letters around the perimeter - dabbled it up in paint, looked alright.
The client and I went our separate ways, as ultimately, he couldn’t decide upon an outcome. Of course this was the last thing I wanted, and is something that very rarely happens, but in this case, the client received much more than his money’s worth.
I can quickly identify why your design has failed.
1. No gradient
2. No Shiny Reflections
3. It doesn’t scream what the company “does”.
4. It’s not “simple” enough.
This is all said with tongue-in-cheek of course.
Thank you for sharing your process with us.
Cheers for dropping by.