Article 10

Carsonified rebranding process: part 04

By Elliot

23 August 2007 | Category: Design

I’ve split the videos for part 4 into two: 4a explores what it means to be ‘Carsonified’ and summarises the thoughts from yesterday’s meeting, and 4b is a screencast about one particular logo idea that’s starting to stick…

I hope you’re still enjoying these, guys. Your comments so far have been extremely helpful – thanks so much – so please feel free to keep expressing your opinions!

Part 04a:

Part 04b:

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Comments

http://www.deepcalm.com Andy Croll

Currently having to go through a similar process at my current place. Trying to come up with logos, is both infuriating and wonderful.

In terms of what you’ve come up with so far, I really like the typographical treatment of the word (and the swoosh, *really* loving the d). It didn’t remind me of any beverages until you mentioned it. Although now of course I can see that, perhaps the use of colour or another further treatment (ageing?) of the logo might help?

It did remind me of the US university sports team logo thing you often see on GAP or A&F sweatshirts, but the swoosh is larger and has ‘Est. 1976′ on it! Plus that kinda nods to a community / all-in-it-togetherness that you get as a sports team, plus it’s a nod to Ryan’s national heritage.

Keep it coming, it’s interesting to see someone else struggling with the ‘but it needs to be unique’ issue as well!
http://wutworks.blogspot.com Jeremy

I do like the logo but I have to admit when I saw it I thought “Coca Cola” (even before you mentioned it).
http://www.carsonsystems.com Elliot Jay Stocks

Thanks guys.

@ Andy: It’s interesting you should say that about the university symbol… and I agree with you. In fact, I would say it reminds me more of that than the Coke logo, and for the “all-in-it-togetherness” reason you wisely pointed out, I think it’s even more valid. Nice one! :)
http://www.criticalwebdesign.co.uk Andy Pearson

First of all, thanks for taking the time out to record these clips and let everyone in on what is going on! It’s really interesting to hear your thoughts on what you are doing and your explanation behind it.

So good in fact, that I may steal the idea myself!

Anyway, I just wanted to chime in and say that, although the logo is pretty cool, it really screams “refreshing beverage” at me, for many of the reasons that you stated. I think it’s going to be pretty difficult to stay away from this image using the typeface (and swash) that you have chosen, though I am happy to be proved wrong!

When I think of Carson at present I feel like you are cutting edge, whereas this logo feels much more classic. Then again, now is your time to shape peoples opinions of the company so maybe you want to take this new direction.

Can’t wait to see what comes next.
http://www.carsonsystems.com Elliot Jay Stocks

@ Andy: you’re welcome! Thanks for taking the time to post a comment! :)

I think you could be right about how difficult it’ll be to break away from the “refreshing beverage” association, but perhaps that’s not necessarily a bad thing. For instance, the connotations of a refreshing bevarage are not usually negative.

Cutting edge vs. classic: now that’s a tough one! It sounds like something a nightmarish client would request, but we honestly see ourselves as both; that is, on the cutting edge but at the same time with grassroots values and an appreciation of a traditional ‘cool’. Argh, it’s so hard!

I’m preparing another ‘episode’ this evening and would love to get your thoughts on it when it’s live. There have been some developments with the logo, although they relate specifically to aesthetic. It should be interesting!
http://www.criticalwebdesign.co.uk Andy Pearson

I look forward to the next installment!

A soak in the bath revealed another point on the “Cutting edge vs. classic” front, maybe a classic logo will help show that Carsonified will be doing truly timeless stuff, an instant classic if you will.

Ah, it’s all swings and roundabouts!
Mark

Thanks for opening up this process to the world. It’s fascinating to see what paths your thought process is taking and where your company is heading. Really looking forward to seeing how this ends up.

To avoid the association w/the famous cola have you considered a 2nd smaller swoosh from the other stem of the “n”?

This would add some more movement to the logo as well as help to delineate the “Carson” name.

Just a thought…
http://www.kentriv.com Matt Munsey

This is all really good stuff Elliot, and I am loving the way you are approaching the re-brand.

The fact that you got everybody involved and how tight nit you guys seem to be really does show how much of team you all are. To me, similarity in the logo to American sports teams would actually help put forth this aspect greatly, though I could see making it a bit more understated.

I did not initially take notice of the similarity to the Coca Cola logo, but after you mentioned it, it was a bit obvious. Still, Carsonified is a fresh company and a bit refreshing if I do say so my self. Not unlike a cold soft drink :)

I think that the similarity is subtle enough to not raise suspicions or accusations that you ripped of Coca Cola. I am sure that color breaks and further development will help to separate the logos further.

The logo has a very classic and down to earth feel to me, and I know that is one of the big aspects you are trying to communicate. Grassroots and what not. Keep pushing it and we’ll see where you take it. I am sure you are bound to amaze us all. Good luck!
http://www.ianwootten.co.uk Ian Wootten

I definitely agree that I’d be more concerned about it looking like some clichÃ©d 70′s sports logo than reminiscent of coke’s branding. That’s not to say it doesn’t look good, but if you do go with the previous suggestion of ageing it, you’ve got yourself a tee.

To me though, the swoosh on the ‘n’ looks pretty strange and out of place, like it could do with being widened where it joins, maybe to connect with the full width of the ‘n’.
http://www.wakingupsober.blogspot.com Dave

Hi Elliot

Firstly I wanted to say thanks for posting the video’s, it’s both insightful and helpful to see how others go about such a process, in terms of brainstorming and techniques. Keep up the good work!

Secondly, I wanted to ask a more technical question – througout the video’s, you talk about making “refinements” to the logo, and I was wondering how you do this. Is it on a pixel level, or are you tracing it with paths in Photoshop on a new layer and changing that? I’d be interested to know because I find it easier to change the pixels, but then regret it when the logo needs to be resized! If you have any tips on this, please pass them on!

Thanks

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Carsonified rebranding process: part 04

By Elliot

23 August 2007 | Category: Design

Part 04a:

Part 04b:

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Comments

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Learn with Treehouse

Carsonified rebranding process: part 04

By Elliot

23 August 2007 | Category: Design

Part 04a:

Part 04b:

Other Posts You Might Find Interesting

Comments

Think Vitamin RadioEpisode #34: Amazon Fire and Responsive Roundtable

Advisory Board

Aarron Walter

Ethan Marcotte

Molly Holzschlag

Paul Boag

Jeff Veen

Ryan Carson

Think Vitamin Radio
Episode #34: Amazon Fire and Responsive Roundtable