A) NewLOGOgood70k.jpg is our existing logo that we want to move away from. It's not necessary in the new version, but if there is a way to include some sort of reference to the old design, we would be interested in seeing those possibilities. However, we want to stress that the importance should be placed on creating a new stronger, cleaner, higher-end logo.
B) The examples of "z-logo-desigual (1).jpg" and "custo-logo-1,jpg" are logos of 2 fashion houses that are our closest competition and the brands that people think of most often when they see our line. The similarities between our products is the use of extremely bright color and print-on-print styles. We really like the desigual logo because it's simple but incorporates color and the splashes are very organic. It is a very elegant way to visually tie in the line. We don't like Custo's as much, but it's simple and more upscale.
C) The original inspiration behind our logo came from iElla-Logo.jpg and we added elements from the Triple5Soul logo (triple.jpg). The bright color blocks of the iElla logo are appealing, but we like the varied widths of the colors in the Triple 5 logo much better. We like that the bars are arranged like a color spectrum, but does not have the "gay pride" connotation.
D) ACLogoSZv1.jpg is the mockup we came up with. We are very happy with the variations of the color band, but due to printing restraints, we will be limited to only 4 colors. If somehow, this color variation can be replicated by utilizing different opacities and layering, that would be ideal. We really like how the blocks are broken up with strategically placed bands of white and would like to keep the final layout of the color bar as close as possible to our original mockup. It is hard to see if not blown up, but there are actually many subtle striations running through the solid blocks so it looks modern with an organic element.
What we feel are the weakest parts of the design are the fonts and character layout. We would like to keep things simple and modern, preferably with a narrow font. However, we need to tweak the font for it to be dynamic, not boring, and somehow unique. The use of negative space is very important. We are partial to the black lettering on white background layout. We prefer the color bar to be on the bottom but are open to other suggestions.
E) We are working with a web developer with a graphics background and ACLogoSZv1.pdf is the file he sent us back with these comments (which we agree with):
"1. the kerning between letters is off. it's not a mathematical value per se, it's if you pretend that the space between each pair of letters was to be filled with water, the space between the next set of letters should be filled with the same volume of water. if you open up the font in indesign or illustrator, i think you can choose "optical" as the letter spacing and it will try to work it out for you. if not, you need to bump the letters closer to each other. i can help with this.
"2. the red line i drew is what we used to call "trapped space" in design school. all the space of the logo should be "Activated" and instead you're trapping white space in a way that might not be idea. i dont have a solution. the easiest thing would be to put the striped banner on top, or move NYC someplace else. That being said, it's just a design principle, not necessarily something to live by. NYC seems distant from the rest of it, not sure if that was intentional."
F) We have a wide audience, but our core clientele ranges from 35-55 years old. Although it is a fun line and we do carry children's clothing, the bulk of the line is geared towards a more mature crowd.