The process behind our startup's logo design - draftswork shown
blog.groovehq.com
blog.groovehq.com
At the very least it is too detailed to scale well, the shell will be completely lost at smaller sizes turning into a blob of flesh color. The use of desaturated pastels is not a typical choice for a technical project. It is more fit for something soft, girly, perhaps creative. Also there is a disconnect between the name and the symbol. You tell me "Groove", I will remember GrooveShark. You show me the logo and I will have hard time recalling the name it goes with.
And while it is very satisfying to publish the details of design process, it is not that interesting to look at it. Once you saw one or two, you've seen them all... and every self-respecting logo designer now has a couple in a portfolio, so there is plenty of really good sketch logs to choose from.
Branding should be about what you want to communicate about the company rather than the decoration process of picking out a color scheme. If you want to understand why this branding isn't working read the mission statement:
"Groove is a hosted customer support and engagement platform that helps companies manage customer support across all types of channels - email, web, livechat, mobile, Twitter and more."
That description sounds slightly vague and long at the same time. What's funny to me is that while the branding is their website does a great job of explaining what they do. So in a sense the logo is holding them back.
By the way if anyone wants to see brilliant logos that were done for the tech industry check out the work of Paul Rand: http://www.paul-rand.com/site/identity/
Really. Really?? For entirely separate reasons, I'm bothered both by the placement of "technical" and "girly" in opposition and also by "technical" and "creative" in opposition. Yikes.
Atypical choices in logo design? Yes, please.
Plus, I didn't see the connection between a conch shell and "groove". I actually couldn't tell it was a shell with the colored lines wrapping it - I couldn't tell what it was.
Obviously, there are a lot of Famous Ray's Pizzas and such, but "Groove Networks" seems so oddly specific. Does this startup have some relationship with the original Groove Networks of the early 2000s?
The concept of just the shell was pretty cool, but the three colors doesn't add anything. I don't care what ideation process says, if it's not adding clarity or defining the brand then I'd say it's just complicating things.
That said, thanks for sharing.
Like many others I thought it was an abstract illustration of a heart at first glance, and figured this was a medical devices company or something.. further inspection revealed everything from a boob to part of a toilet as other possibilities.
You almost certainly had too much input into the logo, your process seems to have involved a bunch of bike-shedding gone awry.
The word Groove is strong enough to stand on its own, with maybe a slight embellishment, perhaps some negative space. One of my favorites that may serve as some inspiration: https://community.jivesoftware.com/community/jivetalks/blog/...
1) What does a shell have to do with customer support?
2) What are the things coming out of the shell to represent? (data?, support?, rainbow?)
http://media.tumblr.com/tumblr_lriq8ulPK51qko63m.png shows a shell with darker outlines that would've imho worked better.
The comments so far seem pretty negative, and not really for unimportant reasons.
The two main issues I see are: (1) too complicated as well as lacking contrast, so it will not print well on t-shirts, letterhead, and business cards and (2) the logo does not look like a shell without seeing the process that produced it (and in fact looks more like a pig, breast, or heart, all of which are kind of weird).
Were there business or other reasons for ignoring these aspects? Would it be possible to change the logo at this stage if this feedback were convincing?
I am afraid to say that, in my opinion as a professional artist, this logo needs reworking, rethinking, and possibly even complete replacement.
But that being said, this specific logo has 0% influence on my thoughts of your company!
Not sure if flatness was intended but: http://imgur.com/fAaMl
I recommend clarifying deep propositions:
"Solid as a shell?" "RGB streams floating inside" -- is this a logo for a painting program?
I recommend using reference photos of a shell, or finding a real shell and studying it.
Also, having seen the logo multiple times, I actually never got it was a shell. Anyway, thanks for sharing.
My favorite is the combination of the type and simple shell design (the one without the pink/blue/green colorway).
It could be cool to introduce color into that design with some sort of ribbon that flows through the type? Maybe even using the same color palette? ...just an idea.
keep up the good work!
This before reading that someone else saw that too.
But your product is _very_ compelling. The screenshots look good: less overwrought than your logo and, to be honest, your homepage.
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