[Project Complete] Sept 19th - logo for jeans retailer DenimExpress.com - $200.00

[hoosierdraft]

Admin code added by Abby - (4YK47014WD337844A)

Denim Express is an online retailer focused on selling name brand jeans. Our value proposition to our customers is large selection of styles and colors of brand name jeans in a wide range of sizes, everyday great prices, free shipping and no sales tax.

Our current logo can be seen at DenimExpress.com (http://www.denimexpress.com) . While this looked good 4 years ago when the site launched, there are several things that do not work:

1.The entire logo does not scale well. Too many small details get lost when sizing the logo down and the translation to BW is terrible.

2.The jeans portion of the logo is too complex and needs to be more stylized rather than cartoonish.

New logo ideas needs to contain the words Denim Express, possibly ".com" and some type of a stylized image of a pair of jeans. Colors need to use the blue and yellow currently on the website. I am looking for creative ideas that I can then fine tune. Thanks for your help!

[Lori]

Hi Hoosierdraft - welcome to Design Outpost.

Can you please have a look at our Logo Design Assessment, and give the team as much of the information from those questions as you can? Here is the assessment: http://www.designoutpost.com/forums/showthread.php?t=7819

Thanks so much!

[hoosierdraft]

Project Summary:
What text should be included in the main part of the logo?
Denim Express and possibly .com. We do not currently use the .com but I would like to see some variations using it.

What type of product or service do you offer?
Our primary products are brand name jeans.

How long have you been in business?
Been on the web since 2000, b&m since 1951.

What do you hope to accomplish with your new identity?
Clearly identify the website name and speed of service.

What are your long term goals?
To be front-of-mind when someone is looking for a new pair of jeans.

Audience Profile:
Please describe your existing audience
Our primary demographic is m/f 18-55.

Who would you like to add to your audience?
m/f 14-18.

Perception/Tone/Guidelines:
What type of logo would you like?
Non-cartoonish, indicates speed.


Do you have any colors in mind for your logo? (if so, why?)
The blue and yellow colors that are currently in use on the website. These colors reflect the color of denim and the color of stitching that most jeans use.

Do you have any specific images or icons in mind that you would definitely like to see incorporated into your logo?
A stylized pair of jeans.

Communication Strategy:
What attributes would you like your logo to reflect about your business?
Variety of selection, speed of delivery.


What is your tagline or slogan?
Jeans to you in a snap!


What is the overall message you are trying to convey to your target audience?
Variety of selection, speed of delivery.

Where will your new logo be used?
Website topnav bar, advertising pieces, packaging.

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

List competitive URLs if possible

What sets you apart from your competitors?
Price, free shipping on $50 orders, fast delivery.

Targeted Message:
State a single-minded word or phrase that will appropriately describe your company:
The top brands & selections of jeans combined with fast free shipping!

[hoosierdraft]

bump.

[hoosierdraft]

Three days and no interest. Any designers have intentions of participating in this project? Not trying to sound whiny.

[eziey]

:)

[Rongie]

Hi Mark, Here's my idea. The X as a pants and a font that best suit your cool products. I'm looking forward to your comment.

Ron

[hoosierdraft]

eziey,

Nice first try on the logo. Some comments for you. The logo needs to be more focused on jeans and less on the DE, so that when it stands by itself it would be recognizable as a pair of jeans(or pants). The DenimExpress text is nice but not great. Blue color needs to be deeper and the second color needs to be yellower. Looking forward to a revision.

[hoosierdraft]

graphixparanoid,

Thanks for your entry. I understand what you were going for on the X although I don't think that my customers will. Not sure if you are intending for the arrow to be part of the graphic for consideration. I like the melding of the D & E. Blue color is correct, the orange color needs to be yellower. Please do all images on white backgrounds as the topnav on my site is going to be changing. As I expressed to eziey, looking for a strong graphic to represent jeans that stands alone from the text. Looking forward to a revision from you.

Thanks.

[Rongie]

The arrow is part of the logo that is on the blue background. It implies online click. I'll make revisions for you.

[pracus]

:)

[hoosierdraft]

pracus,

Thanks for your entry. Some thoughts for you.

1.The play on the zipper is a GREAT idea. However it does not come off very well in BW and at small image size.
2.The stitching detail on the letters is too small to be effective.
3.Font style for express is weak compared to Denim.

Looking forward to your revision.

[Aaron]

Thanks for the invitation... here's something subtle.

[hoosierdraft]

Aaron,

Subtle as in not exactly the same colors as FedEx. ;) Can we try something a little more subtle?

Still looking for someone to come up with a stylized pair of jeans or zipper that teams up with text for Denim Express.

[pracus]

:)

[Rongie]

Revised ;)

[Fabian]

Hi

I'll be posting mine soon :)

Thanks
Fabian

[Fabian]

Denim's on the move ;)

[Just_G]

#1

[hoosierdraft]

pracus,

Comments for version 2: Although I like the zipper idea, I think that it is obscuring the Denim text too much. Could you try a vertical version of it next to the text? Express text is improved over version 1. Stitching on Denim needs to be eliminated.

Thanks and looking forward to another version.

[hoosierdraft]

graphixparanoid,

Much improved with someone finally working towards a jeans incorporated figure. I would like to see jeans that are less clip art looking and show more motion. Text of Denim Express is dead on, no change necessary.

Thanks and looking forward to next version with changes.

[hoosierdraft]

Fabian,

I appreciate the effort but version one did not thrill me too much. Font of text leaves a lot to be desired. Jeans logo does not communicate "jeans" to me. Sorry.

[hoosierdraft]

Just_G,

Thanks for your entry. Do not like the font treatment at all on Denim. Express font is a knock-off of Express clothing company. Possibly trademark issues. Can you try something cleaner looking? Thanks.

[pracus]

:)

[Rongie]

Revised ;)

[Bojan]

hi

here is one from me
i will appreciate your feedback

kind regards

bojan

[hoosierdraft]

Pracus,

Better but the zipper still needs to render in both a smaller size and in B&W. Can you simplify it and not have it overlap the text? Thanks.

[hoosierdraft]

Graphixparanoid,

Thanks for the redux but I don't think that you are understanding what I am wanting in the jeans graphic. It needs to be simpler in its form, not a cartoon of jeans but a graphic representing jeans. Can someone help me out here?

[hoosierdraft]

Bojan,

Sorry but it leaves me flat. Not sure what you are going for in the "X" part of the graphic?

[Rongie]

How about this?

[pracus]

:)

[hoosierdraft]

Designers,

I guess when I say "stylistic", I am not using the correct words to describe to you what I am looking for in a graphic to represent a pair of jeans or a zipper. What I am looking for is something of the same style that is being shown in the Wired Coffee project. Just_G has two examples of exactly the style that I think needs to be used with this project. Does this make more sense to anybody.

At this point, the Denim Express text block by graphixparanoid is in the lead. I am still open to other designers input. Thanks for all your submissions.

[Aaron]

Something fun...

[hoosierdraft]

Wow Aaron! Great second effort. Much, much better. Some thoughts for you. The Express is perfect, no changes. The Denim font looks squished vertically. Could you another font? I like the road sign idea, any other ideas for the jeans part of the sign or a zipper instead of jeans? Looking forward to your rev.

[Tonya]

http://homepage.mac.com/tonyagoodnow/graphic_files/denimexpress/denimexpress1.gif

[Aaron]

Hi HD,

I'll post my revs later this morning...I left the digital files at my office.
Thanks for the feedback!

Aaron

Wow Aaron! Great second effort. Much, much better. Some thoughts for you. The Express is perfect, no changes. The Denim font looks squished vertically. Could you another font? I like the road sign idea, any other ideas for the jeans part of the sign or a zipper instead of jeans? Looking forward to your rev.

[Aaron]

Here are your revisions...I'm not sure how well the zipper motif works with the sign aspect, since the sign is smaller, the icon on the sign needs to be smaller yet. The zipper is so detailed that it may get lost at smaller sizes. I left the jeans icon as well so you could see what I mean.

I've changed the font for the word denim, plus made it mixed case. The rougher font is chosen intentionally, since denim has that persona of being tough and durable. I've also incorporated a denim line pattern into the word denim, just for that added detail.

Thanks,

Aaron

[hoosierdraft]

Aaron,

The font doesn't work for me. I also liked the Denim in uppercase better. Other font ideas?

I think with a little fine tuning the zipper road sign could work.

[Aaron]

Here's two more strong fonts for Denim...

[Rongie]

..more :)

[Rongie]

;)

[hoosierdraft]

Congratulation to Aaron! Thanks to all the designers for your efforts.

How do we now switch this to a private thread to discuss further revisions?

[Aaron]

Thanks for choosing my design! Have you decided which variation you're going to go with?

Thanks,

aaron

PS One of the moderators will take care of the move to the revisions area.

[hoosierdraft]

Aaron,

I think that 4a text with 4b graphic. Will explain more once it is moved to revisions area.

Thanks.

Mark

[Lori]

Hi Mark,

You are already in the revisions forum, so you can move forward :)

[Aaron]

Hi Mark, other than the switching of the icons and fonts, any other revisions?

[hoosierdraft]

Aaron,

I would like to see the Express dropped down slightly so that it covers the Denim less and to move it to the left to possibly left and right justify with the Denim text? Also increasing the font size of the E and then dropping it down to the same bottom horizontal edge as the p in Express.

Can you give that a whirl?

Thanks.

Mark

[Aaron]

Hi Mark,

Like this?

[hoosierdraft]

Adam,

Just about there! Can you do the following things:

Right and left justify the edges of the Express with Denim, sizing down the Express to accomplish this is OK.

Top and bottom justify the road sign to the entire Denim Express text.

Thanks.

Mark

[Aaron]

The sign gets pretty big when we fully justify the icon...thoughts?

Aaron

[hoosierdraft]

How about just centering the original sized icon top to bottom? I agree that the icon probably does not need to be any larger.

[Aaron]

Hi Mark,

I think that aligning the top of the sign with the top of the word "Denim" allows for a better layout...centering it may look a little disjointed.

What do you think?

Aaron

[hoosierdraft]

Aaron we have a winner! What kind of file formats can you supply this in? I do most of my graphics work in Photoshop. I need a file with the entire graphic and a file with just the text.

Thanks.

[Aaron]

This logo was created in Illustrator, so that's the native file format I can supply. In addition, I'll drop it into a Photoshop file and send that on too, as well as the standard JPEG, GIF, and TIFF files.

Sound good?

Aaron

[Aaron]

Files sent via P.M.