DomainInvesting.com Rebranding Series: Creating a Logo
Shortly after purchasing DomainInvesting.com, I made a list of people that would be instrumental in the rebranding of my blog that I needed to call and email. Theo Develegas of Acroplex was on that short list. I worked with Theo before on a couple of design projects, and I knew I wanted him to work on this rebrandng.
There were three reasons why I chose Theo for this project without bidding it out to other designers. First and foremost, I like his work and found his creative designs to be affordable. Secondly, Theo knows the domain investing space and knows exactly who the target audience is. He has worked on non-domain industry projects before, but I appreciated the fact that he knows who will be reading. Finally, I knew Theo would be able to manage the project in a timely manner and he would do it confidentially.
When I first engaged Theo on the project, I did it over the phone. I followed up with an email to supply some of the details about the website redesign. I was somewhat vague about the design of the logo figuring that if I offered too much guidance on design, I would limit Theo’s creativity. The two things I mentioned were that I wanted the logo to have standard case and I didn’t want him to use icons.
When Theo presented the first batch of logo options a few days later, I knew he was on the right track. In addition to the first round designs, he also provided several color schemes. I mentioned that I liked a blue and green color scheme, and he gave me several options from which to choose when he sent a revised logo design. Once the general idea for the logo was established, Theo and I exchanged several emails with minor changes.
One thing I should have done from the beginning is let Theo know how many logo versions I would need as well as the number of banners and icons. I didn’t calculate all of this at the beginning, and over the next several days, I added to the scope of the project.
I asked Theo to share some feedback on how he felt the process went, and here’s what he had to say:
“Being familiar with Elliot’s desire for a clean, sharp image, I came up with a design that incorporated non competing colors; the particular hues of blue and green are very workable for both personal and professional brands, and in the case of Elliot’s rebranding they seemed to be a great fit. Several other color combinations were submitted and Elliot chose this particular color pair.
From the very beginning, Elliot’s direction on creative was that of a stylized design, without utilizing a separate graphic image. After a few drafts on paper, I laid out the design in Illustrator and created the stylized text, using a bold font that could work for this purpose.
I decided to emphasize the design by bringing the letters close together, like a monogram or a business chart; the dot on the letter “i” ensured the logo became more distinct. By combining letters, the emphasis on “Domain” is reinforced by the inverted dotting; an element that is repeated in “Investing”. The continuous stroke of the letters indicates networking, connections, alliances and growth in investing.
Initial designs featured stacked text, but Elliot seemed to prefer a horizontal layout. It became clear that the conjoined words “Domain” and “investing” would create an issue with the double occurrence of “in”; the solution was to uppercase “Investing”.
Elliot asked for a transitional move from Elliot’s Blog and thus a logo variant bearing these words was created; the same message was incorporated in the horizontal and square ad banners created, to spread the word of rebranding on other venues and blogs.
The design is scalable on common media, such as print: business cards, brochures, letterhead and 3D items such as mugs, caps and t-shirts.
As in the past, I found Elliot extremely easy to work with, and his communication and feedback was very precise.
Rebranding requires that the client has a clear idea about what they want to achieve; Elliot was able to achieve an effective and ‘painless’ transition from the previous, personal identity, to the professional look and feel of a brand.”
When it comes to logo design, I’ve learned it should be more of a personal choice than a group decision. In the past, I asked a group of friends and family about various logos, and inevitably, people would have strong opinions about all of the options, and there would never be a consensus – even when it was very obvious to me what the best design is. My feeling is that if the logo gets the message across and isn’t offensive, you should go with your gut.
The total cost for the work including logo, icon used on Domaining.com and Facebook, logo design without “Elliot’s Blog,” and several banners was around $300. Based on the amount of communication I had with Theo and the number of minor changes that were made throughout the course of the project, I found this to be more than reasonable.
I am very happy with the logo and color scheme, and I appreciated how much time Theo put into the design to ensure that I was completely satisfied with it.
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