Listen to the final round logo critique from OKC.
Logo Project
The Problem
In Jan ‘23, an established and growth stage brokerage out of Oklahoma City asked for a rebrand of their logo because an organization they were hoping to be a part of, gave them feedback that it looked unprofessional.
My Role
I lead the exploratory phase that led into three separate design critiques, the last of which you will hear in audio because I lost the video in an iCloud dump.
My Value
Being empathetic and providing advice that gave the client the full view of the strength and weakness of their options, allowing them to make better decisions.
My initial feeling was to separate them from the bike company Lime. It not only had a recognized brand nationwide, but their logo was a cleaned up version of what they currently already had. Finding all the ways to differentiate it and prove that the conflict was an issue, came to nothing.
RD I + II: How We Got Here
In RD II, after establishing the wheel was the way, finding ways to make several iterations of a wheel was a challenge. If we were going to have a similar presence, I wanted it to have distinct differentiating features so it didn’t at least look like a knock off.
RD III: Molding the system
My head couldn’t fit in the room any longer from the amount of praise I was getting over several of my ideas. It would have been easy just to pick a wheel and go, but thinking of all the ways that they might want to use the logo, there had to be different ways to establish a versatile, logical system that would make sense once you see the branding all over Oklahoma.
I created four different packages of a specific system that combined all their favorite lime wheels that the audio recordings will be covering starting with my first recommendation. 1m 30s Audio.
For the second package, an electric green persona, where a house within the center of the wedge dominates, as the clients decide color, type and form.
The 3rd package was a dark version with forest/hunter green vibes and it reminded the owner of his former company, which he and I apologized back and forth over, which moved us on down to the wild card of all of them and got into the first real difference of opinions where I gave the full scope of what the reality of choosing something that wasn’t originally a plan.