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HELPING
THINGS GO WRONG - WHEN YOUR FEEDBACK IMPOVERISHES YOUR LOGO.
Below are listed some responses
we've received from customers in regards to their logo concepts. You'll
find our comments in red:
EXAMPLE #1
"Many thanks for the 1st series of
draft Logo's. Please find attached the proposed logo for further revision.
As you can see I have taken the appealing elements from the 1st Logo (the
O from "Moving") and incorporated it into the last logo. I would
like you to develop this concept further please."
Comments:
· Further developed towards what direction?
· Fails to send feedback in the requested form
· Which is the 'last' logo?
EXAMPLE #2
1) Which basic logo concept is chosen to
be refined?
LOGO 1 is the one we choose to refine, although it's more a combo of 1
and 2.
2) What general changes do you think that
should be done to the logo that you chose in Q1?
we like the font and line above to represent the floor or a trampoline.
we like the kids in logo 2. can we incorporate two more kids into logo
1. i like the one as it is in logo 2. maybe a girl doing a cartwheel and
a girl doing a straddle jump. it would be great if the three kids could
represent my three children. I will attach a photo.
my oldest daughter is 6 with brown, just below shoulder length hair, she
has bangs. her eyes are brown and skin is tan.
my son is 4 with short light brown hair, brown eyes, and lighter tan skin.
my youngest daughter is 2 with brown hair that has light curls. she is
letting her bangs grow out to one length - could be in pig tails (curls)
without bangs, or a somewhat curly pony tail on top of her head without
bangs. the kids going oldest girl, to boy, to youngest girl would be best.
photos attached
3) Which colors should be kept or replaced
in the logo concept that you chose in Q1?
I like the blue words. colors to go well with that would be best.
4) Which font face should be kept or replaced
in the logo that you chose in Q1.
i like the font in logo 1. wording should be larger.
Comments:
· Logo or family portrait project?
· Logo design or illustration design?
· Can you figure out what service they're offering?
· How much time does it take to figure out how each kid must look
like?
Not by chance, the project
ended this way:
"I just can't seem to get what I'm
after. Please allow me to go back to the orginal basic concept #5 to finish
the process. I believe that it is close to perfect as is. I would just
like to see it in a different color scheme. I would really appreciate
your flexibility on this. After getting feedback from other, I think this
will be perfect."
EXAMPLE #3
okay, now we're getting closer. i like the tree in #3, but i'd like for
you to take the tree from #3, add those trees into #5 to replace the trees
in that logo (keep the three trees, i like the number and the feel). then,
i'd like you to add a river between the trees. move the logo (trees, river,
sun) to where the tree is in #5. keep the words where they are in #5 and
the font the same as in #5, but take the blue from the river and make
the first letter of each word blue. then, lose the italics on the slogan
and maybe put the words in the same blue as the river.
Comments:
· Endless paragraph.
· Contradictory References (wrong references, indeed)
· Ambiguous suggestion (Unnecessary complexity to suggest simple
changes
The paragraph above could
have look like this:
1. I prefer draft#5
2. Use the tree style
from #3
3. Add a river between the trees
4.
Use the font style from #3
5. Put the slogan
in regular font
EXAMPLE#4
1) Which basic logo concept is chosen to
be refined?
ANSWER: I like the symbolism of 2 and 4. The symbolic nature invites interpretation
and that's the direction I 'd like to go, but I'm not sold on these two
so if we could work up a few other examples of symbols, that would be
great. I like the font style of number 3, soft, without hard edges. Says
"easy to work with".
2) What general changes do you think that
should be done to the logo that you chose in Q1?
I think the symbol piece of the logo can evolve with options.
3) Which colors should be kept or replaced
in the logo concept that you chose in Q1?
I'd like to look at an ocean mist blue and an more towards an olive shade
of green.
4) Which font face should be kept or replaced
in the logo that you chose in Q1.
Like the font face style of 3
5) Anything you consider important to add.
In regards to the symbol, I like the action of evolution whether it be
a symbol for idea or lines moving - it says action and that's what we're
about.
Comments:
. On which draft the designer
must work on?
The design process is based
on the idea of developing one draft per revision cycle.
EXAMPLE #5
"I am pleased with the designs you've
created. The
one that I like is logo #7. I like the colors right
now as well as the font. I would like to see the
phoenix look more like the phoenix in logo #3. As for
the skyline, I would like to make a few changes to
that. I don't want the traditional skyline look. I
would like to see various buildings or structures ie.
a house, a skyscraper, a monument a bridge, etc. I
apologize. I should have explained that earlier.
That's all I can think of right now. Let me know if
you have any questions."
Comments:
Great design, but in the wrong direction…He asked us to include a
skyline. It'll take a revision stage to get the right type of skyline,
and a revision cycle was wasted.
FINAL NOTE
These are some examples of common situations
that make the logo design process more difficult to be fulfilled. Below
are listed some tips that will help you get what you are after:
· Include
all your requirements in the creative briefing.
· Send your feedback in the requested form
· Check your feedback: a) validity of the given references b) simplicity
· Make clear what must be kept and what must be modified
· Go straight to the point. Be specific
· Be motivated to help, not to complain
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