We live in a Brand Era, where branding is in, and for some, aspiring to the Paul Rand style of logo craftsmanship is about as hip and contemporary as writing your invoices with a quill. Yes, logo design is only one facet of the powerful force that we call brand identity. Yes, a branded design environment can communicate sophisticated brand meaning without much (any?) usage of logos. But some ‘brand gurus’ or ‘brand evangelists’ seem to enjoy making hyperbolic pronouncements just to sound shocking or cutting-edge. Logo design is not dead. The technological advancements and tumultuous industries of our century are causing its role in our culture to evolve.
To understand what direction to go for app design, Studying competitors design decisions and their winning formula is vital so I can take this methodology and input it into the egg design.
Looking at rebrands of companies who have rebranded their logo/typeface they have adopted a technique of less definitely being more. It’s the top end companies that adopt this technique as it seems to convey quality and worth.
Take Google for example, retaining their classic colour scheme, ditching the previous serif font and rendered in Product Sans, which was first spotted in the Alphabet word-mark. You could say this new approach takes away Google’s quirkiness, which is something I took onboard when creating my logo/typeface, as it can convey the type to look quite bland. But this is the modern approach to type and form. Just by looking at Google’s history they have managed to dominate the market since opening their doors in 1998. The reason they are monopolising company they are today is because evolution is something they nail. So following their ideology towards branding is a smarter move forward.
Other social media apps have adopted the same method. As time progresses their designs become more and more abstract and limited. It’s straight to the point, losing textures, in some cases gradients and tones etc. Simply going for a two/three based colour scheme.
Researching successful rebrands such as Google is appropriate before creating the egg logo however it was also important to look at failed attempts also to understand the fine line between what works and what doesn’t, looking into the failed rebrand of Uber’s logo is an example. Understanding why it failed is an important factor to include when undertaking the egg’s logo design. Uber failed with updating it’s brand image not following in the footsteps of pioneers of this trade like Google, over complicating the design this is something which needed to be avoided.
To understand how successful a logo is in it’s intent it should first work in black and white before anything else, it’s actual design is the fundamental importance. Of course colour only further enhances it but to make sure the design is strong this is a must.
So initially creating a range of ideas to experiment with, it makes the selection process much more difficult however to produce the strongest design it is a neccessity. Ofcourse taking crits into consideration.
Feedback:
As it is a logo, it needs to be accepted and appreciated to every individual not just the creator specifically. Undertaking a crit was the only way to move this decision forward as a lot of time was wasted in trying to find a suitable design. These were the four most popular.
Overall the most appreciated and liked logo design, focusing on illustrating an egg design, using a soft mustard yellow colour, that seems warm and inviting, emoting positive conotations. The design has been tailored to the kinds of brands people see and interact with every day, particularly food, entertainment, sport and fashion – all of which require a design that appears approachable.
The other reasoning behind choice of colour scheme is using the shades of egg yolk.
Majority stating the design was visually satisfying and liked the concept of taking the egg as a visual motif. It was still difficult to select this design however as I created many which in turn made it that much more difficult in the selection process even for the designers in the crit. However this was the most preferred out of them all.
LOGO DECISION:
This logo presented elements of a beautiful and memorable icon that could attract attention in the App Store and stands out on the Home screen. It embraces simplicity, which provides a focal point.Through thorough informed analysation/experimentation this was the logo chosen.
