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| <h1>Five Tips for a F’ing Great Logo</h1> |
| <p class="text-muted">by <span class="author text-uppercase">David Hertog & Fangjin Yang</span> · July 23, 2014</p> |
| |
| <p>Everyone wants a great logo, but it’s notoriously difficult work—prone to |
| miscommunications, heated debates and countless revisions. Still, after three |
| years we couldn’t put it off any longer. Druid needed a visual identity, so we |
| partnered with the talented folks at <a href="http://focuslabllc.com/">Focus Lab</a> for |
| help.</p> |
| |
| <p><img src="/assets/2014-07-23-logo/image00.png" alt=""></p> |
| |
| <p>Our old logo (left) was...lacking. Much better now, right? </p> |
| |
| <p>Despite our fears, we cranked this out with Focus in a speedy three week |
| sprint. Not only was the process drama-free, it was actually fun. The goal of |
| this post is to give you some insight into how we did it and to share a few |
| things that helped us support them in doing great work.</p> |
| |
| <h2 id="1-we-started-on-the-same-page">1. We started on the same page</h2> |
| |
| <p>Before the kickoff, Focus asked us to fill out <a href="https://docs.google.com/a/metamarkets.com/document/d/1AqEGLWeqTsuFiykOPDbwpptz9R40IIFPjn01OuG6e98/edit#heading=h.ffuked8l0n9w">this |
| questionnaire</a> |
| about our brand, our mission, and what we’re looking for in a logo. This |
| exercise forced the Druid team into alignment about a variety of things, |
| including our |
| preferred style. We figured this out by asking each team member to pick a few |
| logos they like and talk about why. Though we didn’t agree on everything, we |
| did find common ground: logos that were simple, modern, and polished. Focus |
| Lab took this and created a mood board (below), which served as a directional |
| guide for the project’s aesthetic.</p> |
| |
| <p><img src="/assets/2014-07-23-logo/image03.png" alt=""></p> |
| |
| <h2 id="2-we-picked-a-central-theme-and-stuck-with-it">2. We picked a central theme and stuck with it</h2> |
| |
| <p>Logos (like companies) fail when they try to do too many things at once. The |
| best logos succinctly convey one theme. Apple: Knowledge, Google: Playfulness, |
| Ferrari: Power. Druid is fast, scalable, built for analytics, and open source. |
| All of these themes are important, but we agreed that speed was the <em>most</em> |
| important, so we asked Focus to prioritize it in their designs. From there, |
| they got to work brainstorming:</p> |
| |
| <p><img src="/assets/2014-07-23-logo/image02.jpg" alt=""></p> |
| |
| <h2 id="3-we-sought-internal-consensus-at-major-milestones">3. We sought internal consensus at major milestones</h2> |
| |
| <p>At the end of week one, Focus brought us two very different concepts. We all |
| preferred the one below, but before saying so we polled a few folks internally. |
| Doing this at key milestones was critical because it helped to give everyone a |
| sense of ownership in the project and it ensured we weren’t walking down the |
| wrong road. What could be worse than going through this whole thing only to |
| learn that a major stakeholder hates what you’ve come up with?</p> |
| |
| <p><img src="/assets/2014-07-23-logo/image04.png" alt=""></p> |
| |
| <h2 id="4-we-structured-our-feedback-around-objectives-not-solutions">4. We structured our feedback around objectives, not solutions</h2> |
| |
| <p>Thankfully, everyone liked the above concept. It evoked a speeding bullet |
| displacing air, and as an added bonus, it resembled a capital “D” for Druid. |
| That said, it didn’t feel fast enough, and we were concerned that the graphic |
| mark was too wide to fit inside a square avatar, such as a Twitter profile |
| photo. Our first instinct was to start suggesting design tweaks: “What if you |
| reduce the thickness of the lines?,” “Would it look better if you removed a |
| line?,” “What about tilting it at an angle?” Giving designers this kind of |
| feedback is tempting but counterproductive, so we focused on articulating the |
| problems, and let them handle the solutions.</p> |
| |
| <p>Over three weeks of refining these ideas (and experimenting with a few out of |
| the box ones), we arrived at the final, Round 3 version pictured below. |
| There’s no doubt that it’s the fastest, and best-looking of the bunch. </p> |
| |
| <p><img src="/assets/2014-07-23-logo/image05.png" alt=""></p> |
| |
| <h2 id="5-we-treated-our-designers-as-an-extension-of-our-team">5. We treated our designers as an extension of our team</h2> |
| |
| <p>There are lots of good designers out there, but great ones are rare. The |
| difference between the two isn’t just design talent (though that’s important), |
| it's in knowing how to guide a client through the process. That said, the |
| world’s best guide can’t help you find something if you don’t know what you’re |
| looking for. We learned that coming to the table prepared, and then |
| collaborating with Focus as if they were members of our team made the |
| difference between success and meh.</p> |
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