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Logo Evaluation
Posted By: berickson* on 1/5/2007 2:13 PM (CST) 250 Points
Please review the below link and give me your feedback on the logo mock up we are considering. The font will, or course, be cleaned up in its final stage.

Is the logo easy to identify?
Does it flow ?
Are the colors vibrant but not offensive (we are up against the woods so earthy tones tend to get lost)?
What changes would you recommend.
Thanks so much for your comments. They are all appreciated.

Posted by: mcsten Member Response
1/5/2007 2:31 PM (CST)
please provide link
 
Posted by: adame Member Response
1/5/2007 2:34 PM (CST)
There's no link above! please resend it!
 
Posted by: wnelson Member Response
1/5/2007 3:41 PM (CST)
Hi, Brian,

I looked around your website and couldn't find any logos so I am assuming that it is on a test page, not made availalbe to the public. So to echo the above, give us some directions as to how to get there and we will give you our feedback!

Wayde
 
Posted by: mgoodman Member Response
1/5/2007 3:56 PM (CST)
When you provide the link to your logo, you might want to also provide the creative brief you gave the designer when he/she undertook the project. Without that it's pretty difficult to tell whether your logo accomplishes its intended objective or not.

We can answer questions about the flow or the colors, but those are subjective, and if we are not in your prime target audience our opinions may not help you much.
 
Posted by: W.M.M.A. Member Response
1/5/2007 5:24 PM (CST)
I couldn't find anything either. And, I know you didn't ask about your site...but, if I may be so bold...it's a bit too busy, and is a bit confusing....sorry.

If the page I went to, in your profile is your opening page...I would have a discussion with the designer to provide you with a bit more style, and highlight the important factors, such as your name, address, telephone number, contact information.

The left column is extremely busy....too much for me. But, I am just one person.

Randall
WMMA
 
Posted by: berickson* Author Response
1/5/2007 5:31 PM (CST)
Sorry folks. That was some kind of stupid. Here's the link

http://www.geocities.com/berickson64/techie.html
 
Posted by: berickson* Author Response
1/5/2007 5:39 PM (CST)
MGoodman- We have two issues that stand in the forefront when creating this logo:
Fist is our location. We are on a major thoroughfare. But we are up against a wooded lot. It is a divided highway with a grass median. If you drive past our store, you have to take an exit ramp, wait for three traffic lights and do a U-turn. That being said. The signage needs to scream "TURN RIGHT".
Second, our company is 26 years old. Until recently, we have been satisfied to accept whatever retail traffic happens to find our showroom. Call me crazy, but there just seems to be something there about amping up the share of your business that is your highest margin and shortest payment terms. So we need to make the statement that we are open to the public.
We are a relationship driven company that has the highest rep sect for customer satisfaction. In addition, we are opening up retail stores in the furniture district within the next eighteen months.
Over 80 percent of our customers are female if that helps.
 
Posted by: berickson* Author Response
1/5/2007 5:41 PM (CST)
WMMA,
The website www.1creativefloorcovering.com is pitiful. We are going through a renaissance her and creating a new website is on the to do list. I just didn't want to get that project ahead of the logo, color thing.
 
Posted by: charles.stannard Member Response
1/6/2007 12:04 AM (CST)
I like the logo:

Is the logo easy to identify? YES

Does it flow ? YES

Are the colors vibrant but not offensive (we are up against the woods so earthy tones tend to get lost)? YES

What changes would you recommend. - my eyes keep focusing on the "rz" of floorz. I know you aren't looking for input around the name, but something about the "rz" makes me a little wary of whom I'm doing business with.

Other than that - I liked it.
 
Posted by: rp Member Response
1/6/2007 2:25 AM (CST)
Bright Bold colors.. Should stand out. Somehow it feels very masculine and techie... maybe it is the rz . For a name that highlights creative, i don't think the look of the floors is very creative... Needs to stand out by emphasising the flooring is different. Be Unexpected.
Overall Nice Design.. Liked it. Not sure it does what you need it to do...
 
Posted by: Shawn Member Response
1/6/2007 9:06 AM (CST)
I agree with RP. It does feel a bit masculine considering 80% of your target market is female.

I would also reconsider the reflection. Your logo needs to look good in all of its forms and the reflection will not translate well to black&white for use on fax cover sheets, invoices, etc. Also it needs to look good when screen printed or embroidered on shirts and other employee apparel. A good logo should be 'portable'.
 
Posted by: adame Accepted Answer
1/6/2007 9:06 AM (CST)
Is the logo easy to identify?
It stands on the edge! Without the “floor” mentionned, it sounds like a cross words magazine.

Does it flow?
Simple. That what makes its charm, but in my sens, it’s too simple.

Are the colors vibrant but not offensive?
For colors, I do recommend to avoid yellow. It has a sikness conotation & it has nothing to do with your domain. Instead, you can use a woody like patern. It gives an idea of what’s all about! Joined with the “floor”, it will instantly click.

To better understand the kind of products & services you provide, I’ve picked a sight on your company’s website. And I confess that I’m a little confused!
Are you creating a new trademark or sign for your company?

Why don’t you just create a logotype for the main company, I mean ‘Creative Floor Coverings and Design Inc.’? It will keep going with the 26 years path! The older it is, to better it tastes, just like wine.

May be using an accronym (CFCD) will be better! Less words gives more space for shaping and design / colors sets.

Got a lot of ideas…
Perhaps I'll give it a try in my free time! It will be a pleasure.
 
Posted by: wnelson Accepted Answer
1/6/2007 10:02 AM (CST)
Brian,

The logo is simplistic - it doesn't wow me. The lines are all square. It's not very unique - it looks like many other logos for small businesses that try to create a logo themselves or through a nephew college student who took a graphics class. Please take no offense at that. It's still more creative than I could do.

Is the logo easy to identify? - Only because it has the words there - Creative Floorz.

Does it flow ? - No, I don't think so. It's stationary because of the blockiness of it. I do like the reflection, though. That's a cool touch and goes well with part of your flooring

Are the colors vibrant but not offensive (we are up against the woods so earthy tones tend to get lost)? Yellow is a bright color. Black stands out with it - a stark contrast. But, connotations are: Cab company, lemons, caution, crayons.

What changes would you recommend - If you are a graphic artist and an experienced logo designer - which you do have some talent that direction - try again and create some flowing lines. Tile floors are square, but carpets have sculptures and shapes to them. Create some flair. Use warmer colors - Tans and reddish browns, golds, forest greens, burgandy. These are richer, warmer, more inviting.

One more question: Have you looked into moving your store to a location where you don't require customers to go to extraordinary measures to get there? If you take into account the cost of your marketing efforts and the reductions in effectiveness that it will have - total investment for return, would it be less of an investment to move to the other side of the street, for instance? The answer depends on how much of an issue this is and this can only be answered by asking customers. The appear of your logo: While we marketing pros can have an opinion, also ask some customers what they think because they are the ones that matter.

I hope this helps.

Wayde
 
Posted by: jennieq3 Member Response
1/7/2007 5:25 AM (CST)
The logo font seems to contradict the name. It actually seems to lack creativity. I myself being female, see nothing appealing about the colors or style. I would suggest trying to emphasis a more "classy" edge to the logo. Maybe mixing a simple script font, warmer colors and more shape.
I also agree to consider where your marketing dollars are going. Would it help to relocate? And I also believe you should ask your current clients their opinion about the next round of logo concepts.
Good Luck!
 
Posted by: chung Member Response
1/7/2007 8:54 PM (CST)
hi. The logo will need a re-work for my standpoint.

Your client will have a production nightmare if this logo is approved.

Firstly, Lines are too thin for Printing. Hard for registration and producing your logo in a small size e.g. product branding. The shadow will have problems printing, might not always be visiable when using different kind of paper stock but of course your client can maintain a fixed kind of paper (less porous).

Secondly, Kerning is all wrong.

Lastly, Its not "sexy" enough for the female market. Needs to be soften to appeal. Arial fonts is too dated.



Good luck
 
Posted by: Ann Sheehy Member Response
1/8/2007 5:10 AM (CST)
Brian

Your logo should reflect your offering in terms of product positioning (affordable, high end, creative).

The colours used while they are certainly eye catching are associated with "warning" and certainly not creative, new, natural or quality.

I appreciate your issues in relation to your backdrop but as this problem only relates to signage at this particular area and not to the other applications for your logo, this problem should be remedied in other ways for example a border around your sign, a lit up or reflective sign, a rotating/dynamic sign etc.

In terms of the font used, the shadow and the use of Z, I agree with the other contributors. In particular the Z puts me off - unless your offering is a "value for money" one.

Ann
 
Posted by: Marketing-Riot Accepted Answer
1/8/2007 10:08 AM (CST)
I apologize but I do not like the logo. The yellow/black remind me of a taxi cab and does not lead me to creative floors.

The use of font is very basic and I see no use of design in the font. I see nothing to help create images of creative floors.

Exactly what are you offering in creative floors? There are so many possiblities with your business name, I would not even come close to settling for this logo.

Who is your market? Consumer? Commercial? More info on flooring creations please.
 
Posted by: Jade Accepted Answer
1/8/2007 11:43 AM (CST)
Agree with most of the posting above.
The color, for a female audience is a bit bright and somewhat offensive.
Try soothing versions/variations.
I agree you should stand out from the trees etc near your signage but don't go to the extreme.

Your name is "Creative" so show a little of that in your logo. Make sure it's readable, but remember to incorporate some texture to your font. Try a softer font face that will appeal to females.
Will your tag line accompany your logo at times? If so, make sure the two can appear together without getting too busy. The reflection might have to go.

I would go with an earth tone appeal - for the female business. That won't blend in with your surrounding foliage.

I actual like the squares and the block-like format. Appeals to me as someone who is looking for flooring options and a linear business sequence. It implies "simple process" for me.

Agree that the Z is a bit trite. Perhaps "Creating Flooring" would be better?

I know of a creative carpets company locally and their logo is a circular (implying rugs I think) mutli-color and multi dimensional. I like it. It works for them.
Best to you,
 
Posted by: berickson* Author Response
1/8/2007 1:11 PM (CST)
This is all very confusing for a left-brained person. I had written a lengthy response. But the bottom line is it has a long way to go. Thank you all for your invaluable input. We have taken every bit of it seriously. I know there is some crudity and too much masculinity to the design. I don't really have the desktop software to create a finished product. Just the original idea. That's why lines are too thin and fonts aren't what they should be. Century GOthic is the closest I could get to the one the designer used. I posted a concept going in a new direction based on your thoughts. When I compared the logos of every furniture store up and down the street. I was startled by the simplicity, which was one of our goals. Many were just black text. Few included icons. And about half were sans serif fonts. I don't know how you folks do this for a living. If anyone has any links to logos that you think are in the spirit of what we are shooting for, I would be interested.
 
Posted by: Marketing-Riot Member Response
1/8/2007 1:48 PM (CST)
That is the art, berickson, the logo looks very simple but in fact there is a true art of making that simplification. You did a fine job to begin it.
 


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