[ProjectComplete]Mar 24 : $225 : "Edge Intelligence" Logo

[tlindsey]

Admin code added by Abby - 45258679H7854913T

Project Summary:

What text should be included in the main part of the logo?
"Edge Intelligence"

What type of product or service do you offer?
Software products and services for the intelligence and law enforcement communities. Examples include: evidence analysis software, link analysis, digital forensics tools, tactical operations systems and specialized covert operations consulting.

How long have you been in business?
Just started as an LLC.

What do you hope to accomplish with your new identity?
Convey a sense of innovation, intelligence and interest via a strong symbol and/or logotype combination. I would like something a little more interesting than our current logo.

What are your long term goals?
To become a leader in the intelligence/law enforcement sector, providing specialized technologies that provide an "edge" in analytical and tactical operations.

When is the deadline for final entries before choosing a designer?
March 24, 2008

Audience Profile:

Please describe your existing audience
International intelligence and law enforcement agencies.

Who would you like to add to your audience?
Smaller domestic agencies as well as private sector firms who need similar capabilities, e.g., insurance fraud investigators, computer forensics firms, law firms.

Perception/Tone/Guidelines:

What type of logo would you like?
I would like a symbol that somehow conveys some or all of the following concepts: innovation, intelligence, action, global scope. I like the creative use of white space and a symbol that is visually interesting. I've attached some logos from LogoPond.com that I find interesting.

Do you have any colors in mind for your logo? (if so, why?)
Nothing specific although probably more muted than highly saturated.

Communication Strategy:

What is your tagline or slogan?
Preliminary tagline is: "Forging the edge you need to succeed".

What is the overall message you are trying to convey to your target audience?
We provide the experience and tools that provide an edge in an uncertain world.

Where will your new logo be used?
Web, business cards, stationery.

Competitive Positioning:

Who are your competitors and what do you think about their logos?
Competitors are generally large defense contracting firms (General Dynamics, Lockheed Martin, etc), consulting firms (Booz-Allen-Hamilton, Mitre, etc) or investigative software firms (i2 Inc, Netwitness, etc). Most of their logos are extremely conservative and tend towards simple type logos.

List competitive URLs if possible:
www.gd.com (http://www.gd.com)
www.mitre.org (http://www.mitre.org)
www.i2inc.com (http://www.i2inc.com)
www.netwitness.com (http://www.netwitness.com)

What sets you apart from your competitors?
Our products outperform similar products by significant margins and are focused on very specific needs and capabilities required by field agents and analysts. We bring a unique combination of hands-on experience coupled with top engineering capabilities into play. In addition, we believe in the philosophy championed by firms such as Apple, where design is not something that's slapped on at the end like icing on a cake, but something that is integrated through all stages of the product cycle.

Targeted Message:

State a single-minded word or phrase that will appropriately describe your company:
Actionable Intelligence

Current Logo:
http://www.tedlindsey.com/designoutpost/images/edge_intelligence_current.jpg

Logos that I like from public gallery at Logopond.com (in no particular order):
http://www.tedlindsey.com/designoutpost/images/logos_i_like.jpg

[giant]

Here's from me... :)

[giant]

one more... :)
and Thank You.

[tlindsey]

giant: Thanks for the concepts!

What I like:
- The idea of a symbol representing and "edge" or "point".
- The repetition of part of the logo in the logotype is clever.
- I think the 2nd logo looks more balanced than the first since it is visually "stacked".

What I don't like:
- The letters "ED" and "GE", which are almost mirrors of one another has been used quite a bit by other firms with the word "EDGE" in their names.
- The triangle as a dot over the "i" isn't working for me. If it was a lower-case "i", I think it might work better.
- The 1st logo isn't balanced since the visual weight of "EDGE" is so much stronger than "INTELLIGENCE".

I'm really looking forward to seeing more designs ideas from you!

[glyphica]

one from me :)

[tlindsey]

kekepania: Thanks for submitting a concept!

I like:
- The use of the cube to emphasize the concept of "edge" is very nice. I would love to see something that implements a clever use of negative space to depict the edges and the cube.
- The flat shaded sides of the cube are preferable to the gradients.

Suggestions:
- The font used for "intelligence" is a little too condensed. I know the word is really long and it's hard to fit.
- I'm not sure I like the font chosen for "edge". Maybe going for an uppercase since you won't have to deal with the "g" descender dipping below the baseline.
- Maybe try some other color combinations like sage green or shades of orange.

Looking forward to seeing more!

[BlueCherryGraphics]

folded paper edge

[glyphica]

Hi, thanks for the feedback. :)

[giant]

Here's from me again... :)

[giant]

one more... :)
and Thank You.

[Leclerk]

here is something on the edge :)

http://www.logoholik.com/do/logoholik_edgei_01.jpg

[Leclerk]

http://www.logoholik.com/do/logoholik_edgei_02.jpg

Cheers,
Bojan

[Leclerk]

and another one...

http://www.logoholik.com/do/logoholik_edgei_03.jpg

[Leclerk]

and last one...

http://www.logoholik.com/do/logoholik_edgei_04.jpg

Cheers,
Bojan

[tlindsey]

Thanks to everyone for their work! My feedback is below.

BlueCherryGraphics: Thank you for joining in!
Feedback: the idea of the folded edge is very clever, but I'm not sure it conveys the right message. I do like overall compact form of how everthing fits together.

Kekepania: v2
Feedback: The cube with the thinner edge lines (a) is preferable. I like the use of the orange with shades of a complementary color in the (b). The fonts aren't working for me. The font in (a) is too funky and (b) is a little too restrained. Maybe something like "Neo Sans" or "Neo Tech" might be interesting.

giant: v3
Feedback: The typeface is still not working for me, although I appreciate the changes you made to lose the symmetry, and the pyramid is a little too generic.

giant: v4
Feedback: As before, the typeface isn't working but I really like the idea of a tight closeup view of the box corner/edge. However, I'm not sure it's conveying the right kind of message, as interesting as it is. Could you put together some variations on this concept?

Logoholik: v1 & v2, Thanks for participating!
Feedback: Very clever design! I really like the creative use of white space. I've been leaning towards a symbol plus name rather than just a logotype, but this has me reconsidering.

Logoholik: v3 & v4
Feedback: The three horizontal bars in either design are not working for me.

[BlueCherryGraphics]

v2

OK, this doesn't really tie in to intelligence or analytical aspect, per se, but it will be readily identifiable as law enforcement-related (at least to those in law enforcement :) ). It's a blue line sticker sitting on edge.

[tlindsey]

BlueCherryGraphics: v2
Feeback: The overall composition of this piece really appeals to me! I like the contrast between the bold EDGE and the lighter INTELLIGENCE and the dimension given by the angled card and shadow really makes it pop. Since I'm going to be focusing on the intelligence and commercial markets in addition to law enforcement, I would prefer to stay away from something that identifies too strongly with just law enforcement. I'd love to see this concept elaborated on with a symbol other than the blue line card.

[tlindsey]

To all: I wanted to thank everyone for the creative submissions so far! I was wondering if anyone would like to try creating some variations on my existing logo? I'm still quite fond of it, especially the symbol which looks like two planes at right angles to one another. I'd love to see your interpretations that maintain a similar feel. It's the orange and green one listed in the original post.

Thank you!

[Fabian]

Evidence slides under the microscope.

[tlindsey]

Fabian: Thanks for your submission.
Feedback: I stumped on this design because the idea is sound and the three planes even mirror the horizontal strokes of the "E" in EDGE. However, it's just not appealing to me. I think it might be missing some of the dynamism of the original logo which employs a asymmetric symbol and logotype. Maybe something not so linear?

[BlueCherryGraphics]

V3

[BlueCherryGraphics]

V4

[tlindsey]

BlueCherryGraphics: v4
Feedback: I like the interplay of the overlapping translucent shapes. Could you try some different shapes? The current rectangular shapes remind me a little too much of credit cards. I'd hate to scare someone off because my logo says "Have your credit card ready!". ;)

[tlindsey]

RelevantStudio: Thank you for joining in.
Feedback: The overlapping shields are nice, but I would rather have something that plays off the name edge somehow. While Avant Garde is a classic typeface, I'm not sure I like it as the logotype.

[Fabian]

I’m glad you noticed the implied E in my first design; I do agree it was a bit too linear. The asymmetric nature of your original logo had me intrigued and after few broken pencil moments I’m hoping this is the intelligent solution that your looking for.

Quick question

Which way is the E really facing?

[glyphica]

another one based on your existing logo

[tlindsey]

RelevantStudio: v3
Feedback: Haha, added edge, that's funny. I actually like the sword and shield, although I'm trying to determine if it's a good fit for the type of products I have. I'm not sold on the EDGE typeface either. Maybe a face from the Compacta family?

Fabian: v2
Feedback: Thanks for creating a variant similar in style to the original logo! I'm really interested in seeing these kinds of creative variations. The very subtle overlap "visual hint" in the upper left parallelogram that indicates that it is frontmost is very clever (Thus, the E is facing down). I'm sure that you created a version without the visual hint that yields one of those optical illusions where it looks like it's oriented in one direction and then your mind shifts and it's suddenly pointing in another. One thing to note, at first glance, the slight overlap actually looks like something is slightly misaligned. You don't see it after you're familiar with the logo, but that first impression of something off is enough for me to suggest not using the slight overlap, as clever as it is.

Kekepania: v3
Feedback: I like the simplicity and the muted colors, but it looks too much like a laptop.

[Fabian]

Thanks:) This one's sans the overlap;)

[tlindsey]

Fabian: v3
Feedback: Thanks for knocking that change out so quickly! The more I look at it, the more I'm thinking that it's a little to complex. However, I do very much like the colors and the overlapping translucencies and I very much appreciate the thought that went into this design.

To All: I am leaning towards a logo that is on the simpler, or more elegant side. Maybe something like my crude sample I made below. Just an asymmetric hexagon, which appears like a 3D box with its edge frontmost. I'd like to incorporate the overlapping translucency into this somehow. Not sure if this is too generic and has been used before...

http://www.tedlindsey.com/designoutpost/images/edge_asymmetric_hexagon.jpg

[Fabian]

Thank you for your great feedback:)

Here is a play on your isometric box with some transparency added to its surfaces.

Cheers
Fabian

[Fabian]

The box and its translucent effect could serve as a great metaphor for the truth will reveal itself;)

[tlindsey]

Fabian: v4
Feedback: I really like the treatment you've given to the box. The varying levels of transparency work well together although I'd prefer for the rearmost side to not be 100% opaque. Maybe some variations on the transfer mode of the overlapping pieces? Would a shadow cast by the box be too over the top?

Interestingly, the pure black box with the thin white edge of the B&W version looks particularly imposing. Reminicent of the black monolith from 2001: A Space Odyssey. Is there a way to check if such a simple shape has been used before in this particular way

BlueCherryGraphics:
Feedback: I'm leaning towards your type treatments from v3 and v4 as my favorites so far.

[shnickerdoodle studios]

One from me... Thanks, Deanna

[tlindsey]

shnickerdoodle studios: Thanks for participating!
Feedback: The "owl face" is neat since it conveys wisdom coupled with the predatory aspects of hunting birds, but unfortunately, my initial read of the shapes registered as some seriously angry brows like in the "Bad Boy Brands" logo. I'm not sure integrating this type of design element into the logo is a direction I'd like to pursue.

[shnickerdoodle studios]

maybe a different shaped owl...

[shnickerdoodle studios]

another...
Thanks, Deanna

[tlindsey]

shnickerdoodle studios: v2
Feedback: The owl is still not working for me, although the changes did make it appear much less "angry".

shnickerdoodle studios: v3
Feedback: The bars are reminiscent of a bar graph, which is interesting, but not really a good fit for the specific type of products we create.

[glyphica]

:)

[tlindsey]

Kekepania: v4
Feedback: The shades of green are nice. I think the logotype needs to be bolder. My first thought when I saw the cube was the NeXT logo due to the orthographic projection of the cube. I think have the cube depicted in perspective would solve this.

[Fabian]

Here's a revised version of the box. As for adding a shadow I feel it would cheapen the design.

There's bound to be an all manner of box designs used in various forms, but how a design is implemented and its composition is the key to its originality.

[giant]

Here's from me again... :)

[giant]

again... :)

[giant]

one more... :)
and Thank You.

[tlindsey]

Fabian: v5
Feedback: I like the more muted tone of the rearmost panel better. However, I'm once again drawn to the simple black box. I think it reminds me of the engineering term "black box", where it is used as a metaphor for a device whose internal workings are unknown but the correct output is always generated.

giant: v5-7
Feedback: The inset boxes seem a little too "busy" to me. I also prefer the box to be more elongated than square.

BlueCherryGraphics: Your logotype is still my favorite. The funny thing is that it's just Arial, a font I would traditionally stay away from for being "too generic", but it looks great the way you have it kerned.

All: I put together the following design which uses the kerned Arial logotype coupled with the elongated hexagon symbol depicted as a "black box".

http://www.tedlindsey.com/designoutpost/images/edge_intel_logo_gray_1.jpg

[BlueCherryGraphics]

A quick clarification: part of the logo you "put together" uses a portion of my design - even though it's "just Arial", we don't collaborate on designs and we cannot use one another's elements.

Just a quick note in case you aren't familiar with the process.

[tlindsey]

BlueCherryGraphics: I'm so sorry if it came off like I was denigrating your use of Arial. In this instance, the specific flat face of the right side of the "G" really makes the tight kerning work. This would not have worked with another typeface such as Helvetica due to the little ligature that drops off the "G" in that typeface. I think it's wonderful that you were able to come up with something that really appealed to me through the use of a "workhorse" typeface.

[abby]

Project Update: Designers this Client has decided to end his project and has requested to split his deposit between Jen and Fabian. No files are to be delivered by either of you. You both can put in your payment requests for $112.50. If you would confirm with me that you are both ok with this and then the Client would like to post a Thank you to everyone. Then Jen you can Archive this project.

[tlindsey]

I wanted to thank everyone for all of the great design ideas that were contributed to the project. Being able to see a wide variety of ideas and iterate quickly with variations has been a great experience. I would especially like to thank Jennifer of BlueCherryGraphics and Fabian of Brandsimplicity for helping me find the concepts that appealed to me the most throughout the process.

Since I will be selecting elements from both Jennifer and Fabian, and I won't be requiring any additional work or "final art" files, DesignOutpost is allowing me to award the design to both Jennifer and Fabian since I am incorporating elements of both of their work into the final design.

Thanks again to everyone!

[BlueCherryGraphics]

tlindsey: I didn't mean to imply you were denigrating the design. "Just Arial" was in quote b/c even though it is a common typeface, it would be part of my (or whoever submitted it) concept. (Sometimes clients don't realize that, given the open forum.)

====

re: the split, that is fine w/ me. Let me know if you need vector files of the text, otherwise it's Arial Black/Arial Regular.

[Fabian]

Yes,Im fine with the split also:)