ZoomConcept Reviews
Summary:
You know... I wonder about fellow freelancers who continually change their phone number and stay in business..most don't. Changing one's brand is sort of like this...and it is not.
Rebranding every moon phase is an interesting concept though. After all it is not like one is IBM or Apple and there is something to be said about the positives of staying fresh every 30 days or so (I'm told)
STRATEGY=1
All that aside. This is visually interesting but I don't like it over what you have now. Your current logo is brilliantly simple, this is trending very busy and feels more like a school logo.
I wont be nitpicky about the uneven lines, Aaran will probably come around and pick you to death.
if I must pick, I pick the pencil draft for its two tone approach and overall simplicity
DESIGN= 2 (for now)
What are we to put for a rating category that does not apply?
USABILITY = 3 (neutral?)
-
-
Aaran Casey commented:Fair comment, I understand branding very well, the problem I have is that I don't like my current one, I might just make a new identity for myself…
-
Al Cole commented:Have you guys noticed how much weight the first reviewer has on subsequent reviews?
I could be wrong, but if we had a hold of the workings of the site one thing I'd love to do is have private reviews,or at leas quarantine them for a couple of days
-
Nick Nelson commented:My first thought was that it was a logo for a university in the state of Arizona.
-
Serious Problem on Screen shot 2011-09-13 at 2.30.18 PM.png 1 It's been said before, but the text here looks stretched out. Aside from that, I would choose a different font - a slab serif, to fit with the AZ. Maybe City BQ or Lubalin Graph. Something in that area. Critical Problem on Screen shot 2011-09-13 at 2.30.18 PM.png 1 I liked the ribbon that you sketched more, because it had straight lines and sharp corners. I think it would integrate better with the other elements. New Idea on Screen shot 2011-09-13 at 2.30.18 PM.png 1 I would try to reduce the visual weight of this shape. Maybe a 30-50% gray, and a bit less thick. Summary:
Hey Aaran,
I think personal branding, for a designer, is always a difficult thing, and is best done with the help of others.
On re-branding Alex already mentioned the dangers of re-branding, and I agree. It's difficult to build a brand, especially for a freelance professional. We're tempted to think that people associate the brand we've created for ourselves with our name, or face, that it's a part of us and it will never go away. But most people associate it with the logo. Switching it for a completely different one, unless carefully transitioned, also means erasing most of your brand recognition, and having to built it all again.
A logo, with time, changes its main function from looking good to being recognizable. You may think you don't have too much brand recognition, but just on this site, people see your logo, and associate it with very good things. And most of them may not even know your name.
Strategy In terms of the message the two logos convey, your current one says 'I love doing pixel perfect design', and the new one says 'I provide a wide range of design services'. Personally, I prefer the quality-over-quantity approach of the first, but which ever one you choose depends on your business goals. You can expand your client base in both directions: vertically, by becoming better at what you already do, or horizontally, by learning to do more than what you're already doing.
I hope this helps, and the best of luck with the project. Rob
-
Alex Colina commented:wow. great review!
-
Aaran Casey commented:
Well, now that you put it like that it makes more sense… Thank you Robert, your review was insightful and extremely helpful!
-
Minor Problem on Screen shot 2011-09-13 at 2.30.18 PM.png 1 Alex has already mentioned the uneven lines, but I'll add my voice to his comment. Serious Problem on Screen shot 2011-09-13 at 2.30.18 PM.png 1 More spacing between AZ and CREATIVE will help in legibility. I would lower the ribbon so as to cover the top of the sun-burst lines and to eliminate the gap between the ribbon and lines. Summary:
My first reaction upon seeing this logo is that it has a distinctly collegiate feel, which is due to lettering that is reminiscent of a letterman's jacket. In itself, this is neither good nor bad. It just depends upon what you are wanting to communicate.
One question I have is how the lines will reproduce at a small size.
I would like to see more space between the lower right portions of the A and Z. Make the spacing them the same on both the left and right sides.
This logo somehow looks unprofessional. The current logo on your website is more professional and inspires much more confidence in me, even if it is a bit routine.
-
Aaran Casey commented:
Thank you for your input Tim, second person to say the collegiate feel, as I am not from the states I didn't get that straight away… I see your points, but I think tweaking it will be better, still it's at early stages yet, it is by far no where near completion!
-
Serious Problem Like it
A & Z are a little hard to read.Bit like a visual illusion Positive Feature Like the ribbon and the diamonds Summary:
Hi Aaran
I like it ... The A and Z are a little hard to read. Also it has something of a visual illusion about it... i.e. it seems to move back and forward. You could make it a little softer. Lisa
-
Alex Colina commented:
True about the illusion. If you stare for about 5 minutes you start to see why one never has time for real work.
-
Aaran Casey commented:
@Alex - you're a DAG! @ Lisa - thanks I am trying something different… it's not really rebranding as such more playing around, I have been wanting to redo my own site for so long, but get caught up with work, and the kids, so this is my first step…
-
Summary:
creative daring usability deserves attention the displays of your portfolio are too small
I have to agree with Alex on this Aaran. This concept is way too busy. The "creative" seems to be strechted in a wrong way too. Sorry man, I'd keep the one you already have.