Question

Topic: Branding

Help Select A Logo For A New Eyeglass Retail Chain

Posted by cambridge on 2/16/2011 at 12:08 AM ET 500 Points
I would be grateful for your opinion on a new logo design for a new, national chain of one-hour eyeglass stores. Please review the designs we are selecting amongst at:

https://www.crowdspring.com/project/2292334_national-eyeglass-retail-chain-...

As you click on each individual logo/ design, you will find a magnifying glass to expand the size of the design as well as a logo design number (when magnified), that you can use to describe a particular design, when you make your comments/selections.


Our stores will feature fashion-forward eyeglass designs at affordable prices. While we don’t have a tag line as yet, if we did, it would be something along the following lines: “large selection of designer frames at discount prices.” Our stores will feature:

1. revolutionary pricing –very large selection of great-quality, fashion-forward private-label and name-brand designer frames at exceptional value (the best selection and lowest prices of any store in town)
2. transparency -- untangling the confusing web of eyeglass frame options and laundry-list of lens technologies and costs, with simplified choices and price points. Customers are wary of complicated pricing options at retail eyeglass stores. We plan to simplify and de-mystify the shopping experience for eyeglasses.
3. customer experience -- retail experience centered around the customer with on-site lab for instant delivery (eyeglasses in an hour), customer-friendly service and policies including no hassle refitting/repairs/returns, and multiple customer service touch-points via in-store, web and social media

We anticipate that the median age of our customers will be in the high 30s/low 40s, with a fair number of teenagers and some elderly as well. Our ads will likely focus on attracting female shoppers/working mothers.

Our stores will be in strip shopping centers in suburban locations that customers will drive to.

The logo will likely appear on our exterior storefront signage (visible from the street), in-store signs, collateral and print advertising as well as on our website.

I would be very grateful for your thoughts on which of these logos best work with our concept. If you think that none of these fit the bill, that would be helpful to know as well.
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RESPONSES

  • Posted by cambridge on 2/16/2011 at 1:32 AM Author
    Thanks, Marcus. I really appreciate the feedback. Unfortunately, the logos on the webpage I sent you to are not in static position. They tend to shift as people view the logos.

    As people comment here, it would be most helpful if you could click on the magnifying glass in each individual logo and grab the number for that logo.

    Marcus, I believe the logo no. 2 you singled out was logo #424.

    My sincere apologies for the extra steps/burden I am imposing on everyone and gratitude for your help.
  • Posted on 2/16/2011 at 7:02 AM Accepted
    155, 383a, 426 are my picks, probably in that order.

    Rationale/thinking: Less is more. Register the name with a distinctive look, and let the tagline and supporting material impart meaning. Otherwise it gets too cluttered and potentially confusing -- and less memorable.

    Some nice design options.

    431 is a little too industrial/heavy-duty. 405 is nice design-wise, but the rectangle doesn't communicate anything useful. 348 same, except now it's a circle.

    Symbol in 424 is not easily recognized, though relevant. 392a is a little too sparse, not distinctive/memorable; almost generic looking.

    The biggest question I have is what the "c" symbol is in 34. I like the idea of an eye-shape to punctuate the "eye" name, but the "c" is distracting/confusing. I also think the type font in 34 looks a little old/stodgy for a company trying to communicate a contemporary, fashion-forward image/positioning.

    Where to go next: You might see if there are some options that pick up on the eye shape to go with one of the clean, modern fonts. Then that would be a contender -- at least for me. Otherwise, any of the top 3 picks would work just fine.

    Hope this is clear/helpful.
  • Posted by SteveByrneMarketing on 2/16/2011 at 1:21 PM Accepted
    Hanif,

    I tend to agree with much of what Phil says and if it were my business, I would start over with name and designs.

    That said, I selected #155 the top version with the thin/thick typeface solution.

    And secondly, #34 (you can use in the stacked format as is and have the flexibility to place the "mark' or 'bug" to the side for a more horizontal solution.

    Good luck,

    Steve
  • Posted by cambridge on 2/16/2011 at 2:10 PM Author
    Thanks everyone for these responses. Please keep them coming.

    With regard to our name, we were playing on our ability to use the word 'Max' to stand for "maximum savings, service and satisfaction." The Max suffix is also being used by brands in other verticals, such as Officemax and TJ Maxx (whose branding/pricing philosopy we would be somewhat analogous to).

    I recognize that the name resonates with IMAX, but thought this might be a risk worth taking.

    While I welcome (and appreciate) comments that others may have about our name, I would be particularly grateful for additional thoughts/comments about our logo.
  • Posted by cambridge on 2/16/2011 at 4:03 PM Author
    I appreciate your taking a second look, Phil.

    I was wondering whether the graphic symbol in no. 424 might resonate with images of (vintage) pocket magnifying glasses --or is this connection too far-fetched/attenuated?
  • Posted by Jay Hamilton-Roth on 2/16/2011 at 6:20 PM Accepted
    155 gives a connection to "customer experience" (speed) - although it wasn't immediately clear that the logo refers to a clock.

    Otherwise, none of these convey "revolutionary pricing" nor "transparency" to me.

    I think #34 has the potential to be played with to convey your goals, since it does have a little bit of eye + sophistication.
  • Posted by cambridge on 2/19/2011 at 7:57 PM Author
    Thanks everyone. I really appreciate your feedback and thoughtfulness. This has been very helpful indeed.
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