[ProjectComplete]Due July 25th - Logo Design for Usable/Desirable - $250

[pavesina]

(Admin code added by Palmer - 5VL984975V570011K)

Project Summary:
I am looking for a company logo (business cards, stationery, brochures, etc) that will also be used for the header of my company website. The company's name is Usable/Desirable and offers usability and design support for web sites, web applications, and overall user experience.

What text should be included in the main part of the logo?
Usable/Desirable
(no tagline)

What type of product or service do you offer?
User research, usability testing, and design for websites and applications; coaching for usability and user experience design. We help companies understand their customer needs and improve the customer experience

How long have you been in business?
I am just starting my private practice. I have been working in this field for six years.

What do you hope to accomplish with your new identity?
I am starting an independent consulting business and I would like to attract customers, communicate my company identity, and convey trust and expertise.

What are your long term goals?
Maintain and expand my customer base

When is the deadline for final entries before choosing a designer?
July 25, 2006

Audience Profile:
* Medium and small business wanting to establish or improve their web presence
* Companies wanting to improve the usability of their products/websiste or design new ones
* Companies interested in applying or learning more about usability, user experience, and user-centered design

Who would you like to add to your audience?
I am just starting, so what I described in the previous question is my target at the moment

Perception/Tone/Guidelines:
What type of logo would you like?
Professional, simple and direct, distinctive.
I would like the logo to be "evocative": it should express meaning (not just abstract shapes) but it should not so concrete that the meaning is too restrictive (see examples below)
I really like the style of the logo that I got from Design Outpost for my blog: see http://www.antonellapavese.com . It illustrate well the idea behind the blog (a kinder and more human technology) and I found it fresh and original.

Do you have any colors in mind for your logo? (if so, why?)
I already have a color scheme for my website (although it can be changed).
See http://www.usabledesirable.com/
Note: the site currently has a header, but it's just there as a placeholder. I think what is there looks too much nursery-like and not professional enough. I like the color scheme, but I am willing to change it if necessary.

Do you have any specific images or icons in mind that you would definitely like to see incorporated into your logo?
No. But here are some ideas for inspiration (I am not married to any of them):
* One of the visual concepts that has been used to communicate experience design is three overlapping circles indicating confluence of various elements influencing design (for example: business, people, technology; context, content, and users; and so on; see for example the first image at http://semanticstudios.com/publications/semantics/000029.php). It may be visually too complicate for a logo, but it may provide some inspiration

Here are some variations of the same theme:
* http://www.strategux.com/uploads/user_experience.gif
* http://www.veen.com/jeff/archives/000590.html
* http://i2.sitepoint.com/graphics/graphic1.png
* http://www.eleganthack.com/archives/goal-disciple.gif
* http://www.scottishupa.org.uk/files/usability_professions.gif

Communication Strategy:
What attributes would you like your logo to reflect about your business?
Expertise, care, the goal of humanizing technology, putting people at the center of the design process, and collaboration.

What is your tagline or slogan?
Understanding People, Designing their Experience

What is the overall message you are trying to convey to your target audience?
Usable/Desirable is a company with expertise in usability and experience design. We help you understand your customers and create good design for them.

Where will your new logo be used?
Website Header, business cards, stationery, brochures, and any other promotional material about the company.

Competitive Positioning:
Who are your competitors and what do you think about their logos?

Usable Interface: http://www.usableinterface.com
I like the style, but I would like a more distinctive logo that is not just associated with computers.

Message First: http://messagefirst.com/
Their logo has the opposite problem: is too abstract. I imagine that they got if from Peter Morville Experience Honeycomb (see http://semanticstudios.com/publications/semantics/000029.php), but I don't think anybody outside of the experience design community has a clue of what it means.

Creative Good and Good Experience: http://www.creativegood.com/ and http://www.goodexperience.com/
Many companies use just their name in their logo. I think it's OK, but I would like a meaningful graphic component too.

What I find missing in all these logos is the human aspect of design: needs, goals, motivations, and emotions.

List competitive URLs if possible
See above

What sets you apart from your competitors?
I focus on the user research and usability aspect more than on the design aspect: I care about people and what they need and desire more than just how to create buttons and navigation systems (although I have a good amount of experience in interaction design, too).

I am a one-person company, so I will not be able to compete with large design organization that have many people and a large infrastructure to support their clients (as, for example Razorfish (http://www.avenuea-razorfish.com/); Refinery (http://www.refinery.com/); Electronic Ink (http://www.electronicink.com/). However, I can offer more personalized and focused service that larger design firms may not be able to offer and I can better serve smaller businesses that don't have the money to hire a large design firm.

The field of experience design is fairly small and I am more interested in communicating expertise and professionalism than in set myself apart from the "competition"

Targeted Message:
State a single-minded word or phrase that will appropriately describe your company:
Working with you to create outstanding user experiences for your customers

[Blesseville]

One to start with.

http://www.medigraph.net/do/ud1.jpg

[Blesseville]

Another color scheme.

http://www.medigraph.net/do/ud2.jpg

[Blesseville]

Integration using cubes.

http://www.medigraph.net/do/ud3.jpg

[pavesina]

Hi medigraph, thank you for the three versions of the logo.

Version 2 looks more similar to the website, ligher and softer. But I like your version 3 the most. It seems more daring and original, especially the one with black background. Also, the three colored shapes look like a flower (although a geometrical flower).

I have the slight concern that they are abstract shapes (they don't convey meaning per se), but it might be OK.

I also like the Usable/Desirable concept with Desirable in Italic.

[Radu]

No 1.

[Radu]

and no 2.

Please let me know your opinion.

Thank you.

[Senter]

I plan on having something for this in a bit.

[Senter]

http://www.thesenter.com/designout/UseableDesirable1.gif

[pavesina]

Ruairi,
I like that you tried to include a human to the logo. I am not sure about the relationship between the two circles and the human figure. Perhaps because the head is the center of one of the circles?
What about playing a little bit more with the concept?

[pavesina]

I am looking for additional ideas on how to visually express the concept of usable and desirable through the logo. I think these are good tries, but they don't quite yet capture the concept that I would like to convey.

[Radu]

Here's a new variation, let me know if this is better.
I will aslo try some new directions tomorrow.

Thank you.

[pavesina]

Definetely moving in the right direction.

[Radu]

Four convergent arrows - the negative space between them form a stylized human figure suggesting something like "focus on the consumer/user".

[Radu]

Again, using arrows to suggest, movement, action, research - all these arrows forming a stylized human figure.

Let me know your opinion.

Thank you.

[pavesina]

Ruairi,
so far, I like your version 4 the most. Is gives a more dynamic feel than the other versions and it's an interesting concept. I can see the human figure (although it's probably still quite subtle) and it provides a better sense of "user-centered" approach. I am not sure I can spot a human figure in version 5. I also like (in both versions 4 and 5) that the symbol is on one side rather than in the center.

[pavesina]

Senter,
sorry for the late reply and thank you for submitting a proposal.

I like the color and the simplicity. I think it looks a little bit static, with the symbol in the center and the squared shapes. Can you tell me what's the idea you were following?

[Blesseville]

A gear (for usability) and a heart (desirability) integrating to form a human in the middle. Can work other color schemes if requested.

http://www.medigraph.net/do/ud4.jpg

[pavesina]

Medigraph,
this concept is getting really close to what I was thinking. The heart is perfect to symbolize passion and desire. The gear is a good representation of usability but I wonder if there is antyhing else that we can use. Centered on each other they remind me too much of a religious symbol such as the Sacred Heart (http://www.picturesofjesus4you.com/images/sacred_heart_of_jesus.jpg)
Maybe you can try to move the two objects around and play a little bit more with the concept? I like the general idea.

[Blesseville]

Maybe a heart and a bulb?

http://www.medigraph.net/do/ud5.jpg

[Blesseville]

And a variation on v4.0.

http://www.medigraph.net/do/ud4-1.jpg

[Fabian]

:)

[pavesina]

Fabian, thank you for submitting your proposal. I think your logo is elegant, but I would like to include some color in the logo.

[pavesina]

Thank you to all who have submitted one or more proposals

I have an additional suggestion before choosing the designer for my logo.
I was thinking that a wing or wings could be a good symbol for usable and desirable (design/engineering plus the ability to fly).

Here is a suggestion (It is just for illustrative purpose: don't take too literally):
http://www.usabledesirable.com/uploads/wing.gif

And thank you again for the great proposals!
Antonella

[Senter]

http://www.thesenter.com/designout/UseableDesirable2.png

[Senter]

http://www.thesenter.com/designout/UseableDesirable3.gif

[Blesseville]

http://www.medigraph.net/do/ud6.jpg

[Ratbaggy]

:)

Your thoughts and feedback are appreciated.

Cheers,

Paul

[Radu]

I will post an idea based on the "wing" concept today.

[Radu]

Here are some ideas.
Please let me know if you want any changes.

Thank you.

[Radu]

#7

[Radu]

#8

[Radu]

#9 - combined concepts.

[cazeyzman]

Heres one from me
-thanks :D

[BlueCherryGraphics]

v1

The open circle represents usability (accessability), the dots represent people lining up to use it (desirable). Also, blue has connotations of trust (to represent usability) and the red represents desirable.

[BlueCherryGraphics]

v2

Same idea as v1, but the icon is formed from a "U" and "D"

[pavesina]

So many new designs, and some great ones. Sorry for being so absent, I've been reallly busy in the last several days. Thank you for your patience!
I'll take the time this weekend to look at each of the proposal and give feedback.
Thank you so much!!!
Antonella

[pavesina]

Feedback for Senter (Logo design versions #2 and #3)
Senter,
thank you for your logo designs. I think the quality is great!
However, I think they don't completely convey the usable/desirable sense.
The more squared version 2 is a little bit too much on the engineering side. I like the wide angle betwen the "wings," though: it gives a feel of opennes.
Version 3 is softer and rounder but not quite "desirable." and perhapes too static and "closed."

[pavesina]

Feedback to Medigraph (Version 6)

The shape is very elegant and dynamic, and you managed to fit the heart! I think that the style (almost art deco) though does not fit the technology/web 2.0 slan company identity.

[Senter]

Thanks for your comments. I have revised this one for you to give the wings a more open airness about them.

http://www.thesenter.com/designout/UseableDesirable4.gif

[pavesina]

Feedback for Ratbaggy (Version 1)

Hi Paul, thank you for the submission. Perhaps my suggestion of the intersecting circles was too simplistic...
I would prefer the company name not to be embedded in the graphic part of the logo. I would like to see something more distinctive if possible..
Thanks!

[pavesina]

Wow, Senter, that was fast!
Yes, it does look much more like a wing and I like the slightly increased angle between the two parts. I think it works better.

By the way, the name is Usable/Desirable (rather than Useable): Useable is a perfectly fine spelling, but the industry standards at least here in the USA calls for "Usable" with no E.

[pavesina]

Feedback for Ruairi (version 6, 7, and 8)

I like version 8 the most, but I think 7 is also very good. In version 7, I like the "organic" feel of the wings; the two wings also provides some dynamism. The only thing is that because the two wings are more realistic, the lack of a "body" between the winds looks a little bit odd. Also the wings and the name are somewhat disconnected.

In version 8, I like the more stylized design and the oblique element gives a feeling of raising towards the sky. I am sure about the wing within the wing, although I like the fact that it "breaks" the larger wing and creates the nice curve line on the top.

For both, although I reallly like the normal/Italic contrast in the name, I think Desirable looks too light. I would like a slightly bolder font for it.

[pavesina]

Ruairi (version 9)

I still like your version 4 very much, but perhaps this variation doesn't work so well.
I was playing with your version 4 to add some color (nothing wrong with the blue, but I would like something more colorful). Here is a suggestion (just a suggestion!):


http://www.usabledesirable.com/uploads/arrows.gif

[pavesina]

Feedback for cazeyzman (Version 1)

There is a lot that I like about your proposal. I like the constrast between the solid, stable "usable" and the human and handwritten "desirable". I like the position of the wings between the two words. I like the elegant and dynamic line of the wings.

A couple of suggestions: Perhaps the difference font/style of usable vs desirable is too great. It would be nice to maintain a "family resemblance" even with the differences in style. Would be possible to maintain the elegant line of the wings by make them more "contemporary"?

[Senter]

Sorry about the spelling on that and the previous versions. I corrected that for you.

http://www.thesenter.com/designout/UseableDesirable5.gif

[Senter]

Modified it just a tad more.
http://www.thesenter.com/designout/UseableDesirable6.gif

[pavesina]

Feedback for Blue Cherry Design (Versions 1 and 2)

Your logos have a very distinctive style; they are bold and memorable. I love them!
I like especially version 2, with the UD initials.

Although your warm red is a bold and "assertive" color, I would like to have a softer image. I am concerned that red looks as an "alarming" color. (in the world of usability, red is associated to errors, stop signs, and other unpleasant events). It can definitely express "desirable," but I would like to see a more reassuring/conforting concept of desirable (rather than desirable as passionate and bold).

I also would like to maintain a stylistic distinction between "usable" and "desirable" in addition to the difference in color.

[pavesina]

Thank you to all the designers who have submitted logos. I am really impressed by the variety and quality of the designs.

I would like to make the designer selection by the end of next week.

Please submitt any new designs or revisions in the next 3-4 days.
Thank you so much to all of you, especially for your patience!
Antonella

[BlueCherryGraphics]

v3

[eziey]

:)

[Radu]

I will submit my variations today.

Thank you.

[cazeyzman]

Hello

[Radu]

Hi,
here are my revisions.

No. 4-1

[Radu]

No. 4-2

[Radu]

No. 4-3

[Radu]

No. 7-1

[Radu]

No. 7-2

[Radu]

No. 8-1

[Radu]

and No. 8-2. :)
Let me know if you want any changes on these ones.

Thank you.

[gig]

:)

[pavesina]

Dear designers,
thank you so much for your submissions. The final choice was very very hard, but here we are: I select Ruairi (the arrow-man design).

Again, it was a hard choice: a lot of thans especially to Senter, the runner up, who submitted several designs (Submission number 5 was the best, and I had to do a lot hard thinking to select between the two), Medigraph, and the others who submitted more than one proposal.

Ruairi, I have a few changes that I still wouldl ike to work out with you. I will post a separate note with the changes.

Thank you all!

[pavesina]

Congratulations, Ruairi.

Here are the last changes that I would like for the logo. I made a graphic to illustrate more easily:

http://www.usabledesirable.com/uploads/arrowman2.png

* I would like the arrows to end with a straight line rather than with with an "indent"
* I would like to use a blue/orange color scheme (you can adjust the colors if you think you can make them better)
* I would like to use a bolder font type for the name (I used Arial Rounded MT Bold in the example)

Thank you!

[Senter]

Pavesina...
Thanks for the comments and I am glad that we made it difficult for you to decide. That is always good to hear. I hope you refer many people to the site.

Congrats Ruairi... nice job my friend.

[pavesina]

Thank you, Senter.
I do always mention design outposts to friends looking for design works. I think it's an awesome site.

[Radu]

Thank you for choosing my design! :)

Here are two variations based on your comments. Let me if you want any chages.

Thank you.

[Radu]

and #4-5

[pavesina]

Ruairi,
thank you for the variations.
I like 4-5 the best.

I was also wondering if you can make a very slight modification to the "head." When you look at the man it looks fine, but when you look at the arrow, it seems too close to the left border of the arrow. Can you either make it just a bit smaller or move it just a bit to the right? I don't want to break the proportion of the little human figure, but I would like to see how it looks with this small variation.

Otherwise, it looks great.

[Radu]

No problem. Here they are.

I think in the second one (4-7) the head is too small. Let me know what you think.

[Radu]

and 4-7

[pavesina]

The head is definitely too small in 4-7 and even in 4-6 it seems quite small. Maybe we should just go with 4-5 or make a really small change to 4-5 (I wonder if in the larger version of the logo you can make smaller adjustments)

[Radu]

Here are some more. I've only modified the size a little bit and centered the head.

Thank you.

[Radu]

4-9

[Radu]

and 4-10

[pavesina]

Great Ruairi. 4-10 is the one.

[Radu]

Hello,
Please check your private messages. I've sent you a download link for your files.

Let me know if you need anything else.

Thank you! :)

[abby]

Project Update: I have moved this project to the Logo Archives.