Finally, the new SWL logo
It’s been a long time coming for no other reason than I couldn’t create something I was satisfied with. Kind of like writers block, but for designers - I’ve genuinely struggled with creating and rendering a vision for the Secret Weapon Labs logo. I went through the same process I go through with clients: inspiration, goals, turn-offs, references, history of the company, future, etc.
I normally strive for high-impact and minimalist if not simple designs, frown-not upon this thinking, Nike’s $35 Swoosh logo (yes, they paid $35 for it back in the eighties) is simple but powerful when packaged with their brand and products. The point being, the concept of text-as-logo which can sometimes be great and produce great results is not my forté and something I stray from. The vision I specialize in and help people achieve is defined by: simple & powerful
I have a lot more to say on the logo, but I’m just too damn tired right now. Most especially, I know people always find it instructive to read how designs are conceived e.g. see Jon Hicks writing on the creation of the great Firefox logo and the amazing and even great-errrr Thunderbird logo (Userscape’s is another good one for the record)…
That kind of documentation of process is surely coming. But, I still offer up the opportunity as Cameron Moll put it, for you to flog me. Please save yourself from wonderfully ambiguous comments like “It’s just not nice” or something similar. Any helpful comments or criticism is always appreciated.
In general I like it, but it seems to be unbalanced.
I would like it better if the slope of the “S” was some kind of Rocket Sled Launching Pad with a rocket 3/4 up the 45 degree slope. The rocket sled would be a quite small form, perhaps with a buxom astrobabe riding it. On the right side I would reduce the size of the radar dish, make it more to scale, but obviously set to track rocket babe as she makes her ascent. In that context, The “W” wheich is already extremely suggestive could become even more so.
Alternatively, you could move back the top half of the “S” Slightly so it is more suggestive of a head of hair even than it is now, Opwn up the W a little more and make the”L” into a slightly more leggish suggestive shape. Your electronics props could doble for images of beach ware, the readar dish becomes a beach umbrelle and some other gadget for balance.
What do you think?
Peter,
Seriously, thanks for the input. Some other users have responded with similar thoughts. One being “it just seems so simple” to “what does your company have to do with the telecom industry?”
Your feedback was helpful and insightful. After initially coming up with this design, it’s the first I’m temporarily content with but it is certainly not final and your ideas are helping me flesh out a newer version.
Astro babe on a rocket … hmmmmmmmmmmm
Denis,
Glad you liked it, thought it might be in keeping with the mood of your site. I envisioned a kind of 80’s moon lander graphic style but maybe in color.
As for the design itself, it is a good one without changes, you will notice if you look at my blog, The Peter Files Blog of Comedy, Puns and a Theme Song of Questionable Quality (that you have to hit play to hear) that my own site not only lacks a logo, but is as far away from clean as you can get. Funny, yes. Clean, no.
But then I am a real newbie on web design and have to fit it in between real life medical procedures - undfortunately, I’m the patient.
If you want a good laugh do a search for “Blog Repair”, “Coincidences” or “Robin Williams” to bring up some of the better stuff.
I still have to figure out how to make font sizes smaller so that my text is less overwhelming and my page layout can be made clearer.
Am enjoying your blog.
Mac on!
Peter
I just got to wondering what happened to this here new logo. After reading the comments it occurred to me that I’ve only ever looked at your blog and have just assumed it is the root of your site (my observation skills obviously need some work). I loaded up the root directory and there is a whole new world that’s part of SWL. Wow! But I still didn’t see the logo. Is it still to come?
S.
Doctuh
The new logo is on the root of the site. If you go to http://www.secretweaponlabs.com you should most definitely see it. After a couple of seconds, you should inevitable redirect to the homepage of the site at http://www.secretweaponlabs.com/index.php
The logo is at the top of the post as well…
My impressions at a first glance:
Pros:
the idea is great and fits the tone of your site.
Cons:
The lettering lacks weight and balance, the strokes are way too slim.
It wouldn’t work in black-and-white or greyscale (if that’s a concern for your).
I’d rather choose a suitable stock font to do the lettering than create d-i-y letters.
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I think the logo looks a little unprofessional. I mean the “s” looks similar to the Macromedia Flash icon, the “W” looks a little spread out and weak and the icon for the dish gives the appereance of a clipart image.
My 2 cents.
Anonymous
Ouch, but I asked for honesty and I appreciate your comments. Though your anonymous name has me wondering if you’re my mother or something…
[…] It’s also up on 37Signals blog, it’s fun to follow because of the VERY vocal thoughts on logos and logo design. It is well known that we have had all of our troubles articulating a logo. (Expect our own logo to be changing soon) […]