Question

Topic: Taglines/Names

Logo Choice For Rebranding

Posted by melissa on 11/12/2008 at 1:17 PM ET 75 Points
We are working with a client to finalize a logo for the rebranding of their regional magazine. The magazine is titled: Merrimack Valley Magazine, and this logo would be displayed at the top of the cover page.

Please view the attached 5 options using the link below, and let me know which appeals to you the most, and why.

Thank you,
Melissa
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RESPONSES

  • Posted on 11/12/2008 at 1:40 PM Member
    None of them is overly creative and, of course, we don't don't know anything about your branding strategy, so it's hard to comment beyond "I like that one". The horizontal treatment, obviously, would seem to work best on a magazine cover, but beyond that ther isn't mcuh difference and it's impossible to comment.
  • Posted on 11/12/2008 at 2:12 PM Accepted
    I agree with blewis that it's hard to advise you on which one is the best without knowing, not only the branding strategy, but also a lot of other influential design factors of the magazine cover (e.g. background color/pictures, etc..)

    However, among those you provided, i'd suggest you to use 2. and 3. as: a) the brand name merrimack valley stands out more; b)they are in bold. So should you have any sort of background, the write does not disapper in the colors
  • Posted by nchazan on 11/12/2008 at 3:35 PM Member
    Agree with the above, and visually I prefer the fonts used in #3.
  • Posted on 11/12/2008 at 8:39 PM Accepted
    Did you have a creative brief when you designed the logo? If so, then the way to decide among the alternatives is to compare each to the creative brief specs and decide which comes closest.

    Absent that, it is really just a matter of personal preference. Mine is #3 because it is bold, easy-to-read and seems to "fit" best with my own image of the Merrimack Valley. Not sure that should really influence your decision, of course.

    You might consider recommending a simple online research study to get reactions from the target audience to each of the finalists. After all, they're the ones who have to like the logo, right?

    If you need some help with this, contact me offline. I've recommended and analyzed research like this for clients before, and it seems to be a good approach. I can recommend suppliers/methodologies, etc.
  • Posted on 11/12/2008 at 10:08 PM Accepted
    I would have to go with the consensus of #3; the serifs evoke images of the Civil War and antiquity. Is there a geographical or cultural element unique to the Merrimack Valley that could be stylized into a mark that complements the type treatment? A crest? A founding emblem? Military schools logos come to mind...just some thoughts.

    I definitely agree with mgoodman about a focus group (10 or so friends could suffice) that can help you make the case for a particular design to your client. Just make sure that there's either written, videotaped or otherwise concrete responses...they go a long way.
  • Posted by Jay Hamilton-Roth on 11/12/2008 at 11:02 PM Accepted
    It looks like you've been using #3 on your website and magazine already. Another way to choose: split test the 5 magazines. Same cover, different logo, placed for sale in different locations. Keep track of which sold more, rotate the logo to another location and see what matters.
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