Creating the Manifesto Brand #2 – The Options
So we sent What Katie Does off with our concise yet comprehensive brief and waited with bated breath for what would come back.
We’d agreed at our face-to face chat that the first thing Katie would produce would be some mood boards to help us work out what we wanted our logo/colour palette to look like.
Katie worked up three possible directions for us…
Direction 1 was described to us as
“Retro/vintage inspired, a bit military which I guess suits the name. I can imagine you making a real rubber stamp for stationery etc 🙂 Quite textured and graphical, red/black colours.”
We liked this Russian constructivist-ish approach (and it’s bang on trend) but we’d need to be wary of making it look gimmicky/derivative. There’s a lot of brands aiming for this kind of look at the moment and we didn’t want to end up looking like a knock-off vodka brand.
“Clean and open, thin lines, lots of white space. Overlapping/transparent colours, icon type graphics.”
There’s still a crafty kind of feel here but we’ve moved from Constructivism more towards the Bauhaus movement. The clean lines/white space approach is very versatile from a branding point of view because it means your logo can be transferred easily into different settings.
“Friendly, a bit quirky/clever, maybe a visual pun in the logo somehow. Curvier fonts, more cartoony graphical style.”
We’re a playful bunch at Manifesto so the idea of injecting a little visual humour was appealing. On the other hand, we’re a digital agency – was there a mismatch between this style and the kind of services we deliver?
I prepared myself for a lot of head scratching, second-looking and email back-and-forthing between three very opinionated directors.
Join us in part 3 to find out which option we plumped for…*
*as if you can’t tell by looking at the website. Still, a manufactured sense of suspense is better than no sense of suspense. So, drum roll please….