I took on a rebranding project for a IT software company. After initial meetings and a ‘brief’ (if it can be called that) I provided 16 initial logo concepts.
Client: I don’t like them. I don’t want an icon, just letters.
Me: Okay. How about I send you a feedback questionnaire so you can let me know exactly what you’re looking for?
I regret my choice:
Look at the top logos – what don’t you like about it? *
Yes, 2 favourites of a bad lot.
It looks embarrassed for itself. Small, please don’t look at me. Possibly something to do with a child’s toy/ learning aid. It’s barely there, barely a logo. It’s odd the way the r and the b are the same colours and the a different.
Score: -1 out of 10I’m bored, seen it before in the 1990s eg bmi airlines, Bira. It has no life, no excitement, zero creativity. In the first chapter of Creating Logos Manual, printed in 1990.
Can’t be bothered to talk about it or think about it.
Score: 0 out of 10
Do you prefer upper case text or lower case? *
All these logos are very poor indeed so I don’t care if they are in lower or upper case.
Nothing coming through to me here.
Are there any elements of the above 8 logos you would like to see incorporated into the first 2 logos above? *
No.
You need to be more creative, sympathetic to the company you are designing for.
A logo liked and recognised by customers is a very hard won thing. Why change to something worse?
The current logo has nice colours, clearly states the name of the company, has an interesting, eye catching symbol that has been used in marketing brochures, posters etc. Now we would like something fresh, something 2020, something exciting.
I have written a brief of the company and sent it to Jon. Hope that is useful for you.
Bear in mind that the client’s company name was 3 letters, we provided 16 logos in total and received no constructive feedback. And, yes, their current logo looks like it was designed in paint.
At this point I decided it was best we terminated our working relationship. Thank god I got a deposit.
