Choosing a logo design can be a tricky little thing and more often than not, a business owner will choose the one they like the most (HIGHLY subjective) without taking into account any other variables.
I know you all love a good real life example of something so today I am thrilled to be able to show this process in real life.
Kylah at Zest e-Biz is doing a re-brand of her business and Liv Strawbridge has been working on a new logo design for her. Liv’s three concepts are all strong and Kylah now has option anxiety. Should she just pick the one she is most drawn to herself … or should she take other factors into account? Let’s see shall we?!
Logo 1 is the one that, personally, I am least strongly drawn to. But does this make it a ‘bad’ logo. Of course not. Like/dislike is purely subjective which is why we need to consider other things first.
(This is also why showing logo designs to 30 of your best friends and choosing one based on the most popular is a flawed way of going about things!)
Ok, back to Logo 1. Kylah likes the fact that of the three ‘symbols’ it is the most original. It combines the concept of the ‘Z’, a puzzle piece (because that is what Kylah does for her clients, big picture thinking to piece together the puzzle of business) and a person (because that’s who Kylah works with … people!). And I agree that what Liv has done here is really clever.
Logo 2 is perhaps the one I like most for what Kylah is trying to convey. While some people might think the link between the citrus fruit and the word ‘Zest’ in the business name is too obvious and thus a bit trite, I have zero problem with being a bit obvious when it comes to the symbol you use in logos. It actually helps a lot when it comes to ensuring your logo is easy to remember.
In this situation the visual device of the citrus fruit really cements the word ‘Zest’ in my mind and that can only be a good thing. I also like the single segment of fruit breaking out of the circle as it is reminiscent of the ‘puzzle’ concept Kylah specified in her brief. To me it is also subtly suggestive of the fact that Kylah is able to provide her clients with out-of-the-box thinking.
Logo 3 is the one I am most drawn to on a purely subjective level because it is so dynamic and I think it beautifully reflects Kylah’s dynamic personality.
However, I would prefer the green to be in the lime green of the previous two logos as I don’t think the link between the dark green and the ‘Zest’ business name is strong enough. Again, the whole ‘Z’ thing might seem a bit obvious, but to offset this Liv has been clever in making it resemble the skin of a citrus fruit that has been peeled or zested off.
So now it’s over to you guys. I’d love you to share in the comments:
I’d love to see if (like me) you choose a different logo for a and b 🙂