My initial, very rough trials to not alter the original logo and yet convey some of the values intended to communicate. I got a bit carried away with some of them, but I'm back on track and have the sonar logo as a reference. I will continue from the one which is underlined. Clients have asked not to change logo, but welcome proposals... and "extremely important to consider that any proposed initiative requires minimal workload to implement".
We are looking towards having a customizable brand. The brand has 2 chapters to it; Americas and Europe; and has events which will take part in different times of the year. These are examples of customizable brands. Elements considered would be from basic forms, dynamic patterns to colours.
This is an example of a great communication strategy!! Communicates wonderfully the brands values.
3 comments:
Hi Carla
Wish you had labelled your logos, be easier to explain! I like the one which is an outline and the green fill that are slightly out of sync. They look like something out of focus and they also look easy to implemant for various contexts
Aimeex
Good blog and progress moving well. I like the student comment and the suggestion that you number or label logo options...leads me to think it might be a good idea to ellicit group/staff opinion when we return from the break.
GTS
Hi Carla,
I agree with Aimeex in that it would be helpful to label your logos. Additional references and background on the rationale behind each will also be insightful as to what approach you are using to bring the brand to life.
Alternatively, I disagree with Aimeex in reference to the out of focus logo, which would clearly pose certain challenges when implemented in certain contexts, lets say, a patch on a t-shirt for example. A small version of the logo online would be hard to read.
I was thinking that maybe focus should also be directed toward a possible graphic representation of the slogan: Inspire. Create. Excell. More importantly, how it is laid out in conjunction with the rest of the brand id elements.
I specifically like how you are bringing attention to the actual name of the organization. It looks people seeing the current brand id for the first time may be unaware of what EYES represents. As you may have noticed, no specific guidelines exist as to how the full text of the brand name should be implemented.
It would also be interesting to consider the brand id as a set of elements that may be used in limitted sets or in their totality to bring the spirit of the organization to life depending on the use as opposed to a logo-centric approach which offers limited flexibility. I would consider this as a top priority moving forward.
As discussed, brand id's like Sonar's or Coca-Cola's new south american campaign: check www.cocacola.cl set a strong brand identity yet offer enough flexibility for marketers to implement variations (theme, time of the year, geographic location, etc). For example Coca-Cola changes the slogan "bienvenido al lado Coca Cola (de la vida: as primary slogan or alternatively de la musica, del xxx as necessary) Additionally the background graphic images emanating from the bottle change according to the theme yet are similar in color variations and form.
EYES would benefit of similar flexibility specially in the context of the EYES web, the communications center between the org & members, between members, etc. The current plan unless you recommend otherwise is to break down information in three sections: International, Chapter and Individual (or personalized). Lets say the logo will vary "INT EYES" "MY EYES" "EU/AM EYES". Alternatively one could focus on the year as you did EYES 07 to highlight progress. As you noted, keep considering variations for event themes.
From the first batch of brand id's I specially like the top left & right logos (with the exception of the horizontal lines crossing through the existing logo). The emphasis using green on entrepreneurship highlights the core value behind the organization.
Enought for now... you are on a great track! Keep at it and a great product will result.
Best from Panama
Omar | EYES
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