Question

Topic: Branding

Help With Logo Concept

Posted by bizzybitzgb on 12/6/2013 at 7:24 AM ET 250 Points
We have invented a new, creative and educational construction toy, which we have called Bizzy Bitz. We have been given some feedback about our logo that it could do with refining.
Please visit our website at www.bizzy-bitz.com to view our logo and get a some idea of our toy.
We would love to get some more opinions and suggestions before changing our logo.

1. Our logo is currently 2d. Do you think it would be more effective if our logo was 3d eg. using some of the tiles of our system? If yes, why?
2. We are targeting a few different age groups with our toy. We are thinking of keeping one logo (eg our current one, with slight modifiction), and just changing the colour, (with our current logo it would be the inside colouring of the squares) for each age group. What do you think of this idea?
3. We are almost 100% positive that our toy (system) is currently the most creative and has the most educational benefits of all construction toys on the market. Can you suggest how I might convey this in my logo and my branding?
4. Do you have any suggestions as to what you might include in a logo or package design for a toy like ours?
5. If you spent a little longer at our site, do you feel that it conveyed the messages that I have included on this small questionnaire/

Thank you so much for participaing in our research. We greatly appreciate your time and look forward to reading your responses.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 12/6/2013 at 9:23 AM Accepted
    The logo should be readable at various sizes - and ideally consistent across your various products.
    The piece that's missing for me is seeing video/images of kids playing with the pieces and with close-ups of the results. Lego-like products often suffer from the ability of making the model rigid and stable (the construction falls apart too easily and isn't structurally strong). If your product is truly better than the other Lego-like products, make it clearer.
  • Posted by Moriarty on 12/6/2013 at 11:06 AM Accepted
    My suggestion is to emphasize the family participation element. This is after all, the main aim of your toy. In my last comment I mentioned how fathers might get involved in playing with toys - remembering Schiller's words to his mate, Goethe "Let there be a child in the man, but let not the man be a child"

    Another viewpoint is taking the things apart. When playing with Tom, I'd make sure that we both built something especially for Claire who is nearly 3 years younger than T - she couldn't join in building because she was too little. So her job was to take things apart ... she didn't know we were making things for her just to keep her quiet. So you'd better be careful who you speak to in case she gets to hear about all this.

    Does this say anything to you?

  • Posted by mgoodman on 12/6/2013 at 5:12 PM Accepted
    My overall comment is that neither the logo or the website communicate the uniqueness or the real benefit of your product. You need to somehow capture what you believe is unique about the product in visual form. Just saying "unique" won't cut it.

    Push yourself (and your team) to dig for the ultimate end-end-benefit of the product -- not just its construction or intended play value -- and somehow turn that into your visual signature. It's not easy, but it will be worth the effort if you pull it off.
  • Posted by Gary Bloomer on 12/6/2013 at 10:14 PM Accepted
    A logo isn't a brand. A brand is a promise; an aspiration.

    If you have secured international patents on your product shapes it may serve you well to feature the shapes of the products as an icon (or as a selection of icons) for your product range. As things are, the building block logo mark may not be doing you the justice that your product deserves.

    If you don't already own international patents, OBTAIN THEM!
  • Posted on 12/8/2013 at 1:48 PM Accepted
    I am not a marketing expert (but I do my own marketing for my business).
    I have to say, I don't like the logo. It just doesn't speak to me or evoke a sense of the product.

    I'd like to hear more input from the pro's on here regarding your other questions. Branding is so important to "get right".

    Back to the logo ..... I have some thoughts about taking one of your main pieces (shapes) and using that as an icon with either the brand name or initials (BB) on it. Look at the Lego, K'nex, Lincoln Logs brand logos. They are so simple, basic. My opinion is to go that route with the logo, and build great branding with an exceptional tag line and "voice" of the product.

    Best of luck!
  • Posted by cookmarketing@gmail. on 12/8/2013 at 9:46 PM Accepted
    Who knows what LEGO means? Play Good or Good Play...so the logo is not the ultimate answer.

    In today's 2-4 second time span, what can your visual explain to the consumer? Bizzy Bitz good, lkig ib right not so much. Perhaps a stylized graphic of the boy holding airplane? Most of biz will be boys, show them they can build X..that pose is pride of what he produced
  • Posted by Chris Blackman on 12/8/2013 at 10:17 PM Accepted
    I don't have any problem with the logo, per se except that it doesn't really look very current - but the website seems to have a few issues with writing and spelling. You might want to focus some attention on that.

    I concur with Michael Goodman - the real USP of the product is not adequately explained.

    BTW - the Zipper sidebar cursor too - very clunky and hard to use. Not sure it adds anything. Don't get confused between buyers (parents) and users (children). Buyers are the people you're making the website for and then only to support your other marketing activities. Don't make the website hard for them to use. They have enough problems already.
  • Posted by saul.dobney on 12/9/2013 at 4:14 AM Accepted
    I'd like to see the bitz - what are they? How do they work? It took a lot of work hunting through pictures to try to work out how they fit together for instance. And for all the fancy moving parts and zip on the front page I didn't find it particularly engaging. The main image on your front page is a big plastic box - not the bitz themselves for instance. This is a system you play with in the detail - touching the bitz, fitting them together. Personally I'd want to have a sense of that upclose.

    The logo could be OK, but the tagline "the toy for the whole family" could refer to anything and I only see young children on the site. Personally, I'd do a little bit of qualitative research running the front page past some parents to get comments and ideas and see how they think it compares with competitors.
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