Logo: abstract concept[s] to concrete form...?

alldesign's picture

Hello!

Been [re-]designing this logo for awhile. The firm is [removed by moderator]...and their focus is helping small businesses succeed, freelancers included. They are currently expanding, and developing an online presence....hence the need for a stronger logo. They offer:

-Consulting services
-Organizational psychology resources
-Analysis
-Efficiency standards
-Accounting
-Marketing
-Business management advice: growth, profitability, maximum efficiency

Everything targets small to medium-sized business owners. Their name is similar to the word 'innovation' for the fact that most of their ideas are copyrighted and unique. Very effective business management information, trade secrets. They're innovative, with the intent of using that innovation for the betterment of their clients. They like making things better.

I tried as hard as I could to come up with a logomark; no luck. I'm suffering from creative blocks. If anyone has ideas as to what a symbol could be, or might best represent from the above info, that would be lovely, and very appreciated.

So here's what I have: two different directions. I'd still love a logomark, but....type-only seems to be my best bet. Thoughts??

Please let me know what you think. Thanks!
[link removed by moderator]

Ratbaggy's picture

I think you're suffering from a lack of research rather than creative block.

There's no way I'm going to do your job for you.

why does it need to be a symbol? aren't they innovators?

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Paul Ducco
Graphic Designer - Melbourne

alldesign's picture

Don't worry, Ducco, you're the last person I believe I would ever ask to do my job. :) I appreciate the response, though! And good luck with everything you do.

As for anyone else, I would appreciate solid feedback. If you happen to agree with the gentleman above, though, I would appreciate your not continuing the conversation. Thanks!

bemerx25's picture

It needs more "innovation." What you have right now is just word(s) with little emotional attachment to the idea of innovation. What if you turn the last "i" upside down into an exclamation point? Be aware that such approaches have been done before so make sure to do a bit of homework and think about what would be the best way of creating a feeling of "innovation" without being cliché. And if nothing seems to be working, take a break, and later come back and brainstorm, throwing all your ideas (even the crazy and impractical ones) down on to a piece of paper. Then identify the top 2-3 ideas and start refining those into practical concepts.

Good luck.

alldesign's picture

Thanks for the feedback, bemerx25. I did do some brainstorming, and came up with these qualities:

-Transformation
-Positive change
-Metamorphosis
-Inspire
-Hopeful

These are all qualities related to the work of [removed by moderator]. They help clients succeed.

So, my concept of what they do has changed a bit. Came up with this:

[removed by moderator]

Hopefully, this fits more. I find it somewhat inspiring myself. What do you think? Thanks for your opinion.

bemerx25's picture

This is a better concept then the previous approaches. But...

The butterfly is a bit too lifeless and the position seems out of synch and unbalanced with the letters. In fact the font is a bit lifeless as well. Must it be all caps?

Good job on capturing the qualities you want to represent in the logo! Think about how type could transform (or go from negative to positive) - try out some more of those qualities and think how you could depict them.

alldesign's picture

Ok, here's my latest direction with this. My interpretation is:

Essence of innovation: breaking away from traditional thought, going in a new and different direction. Independence. Not following the crowd, not following 'the status quo.' Also: new-found confidence in self.

So, please let me know what you think. Thanks!

[removed by moderator]

alldesign's picture

And here's another version.

[removed by moderator]

penn's picture

of these last two, first one is better. I think mark should be smaller though. It's a little too in my face.

penn

alldesign's picture

OK, thanks for your feedback, penn! Here's an adjustment I made:

[removed by moderator]

What do you think of this one? Please let me know. Thanks!

all about seb's picture

I much prefer the previous version at 11.Jul.2009 10.44am. To me, it nicely illustrated the concept of going against the stream which is completely lost in the last sketch. As penn said, the mark should be a lot smaller in relation to the type. Maybe, the single fish could even work as the dot on the i in innovien.

The type treatment still needs exploring, but I like the abstract fish shape - interesting.

Looking forward to see where this is going.

Seb

apankrat's picture

The shape of the doodles make them look like a fish or a snake scale, and that's confusing.

I think the concept of an individual something tearing away from the group is solid, but it needs simpler execution. Using fancy shape makes it harder to see the actual concept.

penn's picture

That isn't what I meant by smaller. I liked the mark itself, but when it's that close to the mark and that big, it makes me a little suffocated. Try adding space between and scaling both down a bit. Let each one stand on its own.

penn

alldesign's picture

Okay, going in a new direction now. The abstract fish will prolly be used in another project. Here's the latest version of the logo:

[removed by moderator]

Please let me know what you think. Thanks!

apankrat's picture

This is a step back I think, even concept-wise. The ladder implies slow, laborious process. The concept of upward motion is fitting though. Perhaps consider something like this ?

alldesign's picture

That's a great example you linked to, epsilicon! Thanks for the feedback.

Innovien is a logo centered around new thoughts, helping clients succeed, consulting, et cetera. Does a ladder mean 'success' to you in any way?

Perhaps the colors could be adjusted....darnit. :) I really liked this one. I'll see what inspires me from that example you linked to and get back to you [and everyone else] with any possible adjustments.

Meanwhile...if there's anything about this version that you liked, please let me know. I'd curious to know if you believe the graphics are appealing, sans concept. Thanks!

alldesign's picture

Ok, here's an adjustment. Not probably the direction you were thinking I might want to take, but I'd like to know if you think these colors make a difference.

[removed by moderator]

Please let me know what your thoughts are on this one. Thanks again for your thoughts!

jakes's picture

Last version is not working...probably the one I like least. The ladder concept is old...not very innovating IMO.

alldesign's picture

oh, crap. oh well! thanks, jakes. i'll move on.

Lefty's picture

When i think of innovation, i think of a light glowing in the dark.

maybe it helps, maybe it's just crap quickly done.

[removed by moderator]

alldesign's picture

Lefty, that was great to see. Thanks for the visual on your idea of innovation. I've toyed around with the 'o' being a light, or a light bulb; the dot on the 'i' being a light bulb or a flame, or some sort of point of light; I've also played around with the idea of radiance going vertically or horizontally.

Love your concept. I'll put up some of my own similar [previous] concepts for review. Thanks for the feedback -- much appreciated!!

Ratbaggy's picture

nice to see you developing a concept. well done.

----------
Paul Ducco
Graphic Designer - Melbourne

alldesign's picture

Alrighty, here's the latest concept. Thanks again to epsilicon for the inspiration; hopefully, this is more innovative [heh] than the last ones.

[removed by moderator]

The door in the logo represents opening the door to....opportunity, awareness, new thought, et cetera. All kinds of things come to mind, but those are the biggest ideas. Please let me know what you think. Thanks!

alldesign's picture

(P.S.: I'll post previous versions -- like those I mentioned I'd post regarding 'light' -- when I get access to my files again. Thanks!)

rlynch's picture

The first fish one was the best concept and implementation so far, in my opinion. The others seem hackneyed.

Ross

all about seb's picture

the above comment +1

alldesign's picture

oh, shoot. great to hear, tho. so thanks, guys!

alldesign's picture

Okay, latest two versions:

[removed by moderator]

Better? Please let me know what you think. Thanks again!

alldesign's picture

One more version:

[removed by moderator]

What d'ya think of this one?

penn's picture

The font on the horizontal ones is working better. But put more breathing room between the mark and the logotype.

penn

alldesign's picture

Thanks, penn, for your feedback! I'm hoping you thought the font on the horizontal ones is working better because of its placement or whatnot...not the type. I personally like a sans serif type with this shape. Any comments as to why a serif font would work better would be appreciated.

Here are three other versions:

[removed by moderator]

Please let me know what you think. Thanks!

Zara Evens's picture

Content removed at the request of client. Thread closed.

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