posted
As everyone knows the hardest logo to design is your own. I know its something we've struggled with through the years as various incarnations have appeared.
With the purchase of our router we've worked towards geting back into the mainstream of the sign business a little more. We still enjoy the theme park work immensely, but we also want to do dimensional signs in the real world.
With all of our cartoon styled work out there folks often assume that's all we do but once they see the samples we have to show them its not a problem.
With the slight shift in our marketing approach its time to rework our old logo with the dragon. Its time to go a little more corporate...
We've batted it around some over the last while and after considerable thought I struck on the idea of an exclaimation mark as the new icon... an upside down i for imagination. Janis liked it but thought instead of the universal symbol for an idea... the light bulb. As often happens with us, a compromise was in order and so I combined the two ideas to make it something more original. A star behind it added a little more sparkle.
We are still getting used to the new idea and are still tweaking it some but our feeling is we may be getting close...
I'd certainly welcome input, comments and suggestions...
Thinking too hard in Yarrow...
-grampa dan
-------------------- Dan Sawatzky Imagination Corporation Yarrow, British Columbia dan@imaginationcorporation.com http://www.imaginationcorporation.com
Being a grampa is one of the the most wonderful things in the world!!! Posts: 8739 | From: Yarrow, B.C. Canada | Registered: Nov 1998
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posted
Right now it seems a bit static. I think it would help to have more variation in the sunburst rays and a tilt to the light bulb. Even the light bulb seems like it could benefit from some asymmetry.
My mind wanders. And that's not a good thing, 'cause it's too small to be out there alone. Posts: 3129 | From: Tooele, UT | Registered: Mar 2005
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posted
The tilt would help it a great deal, Dan. Since when do you do anything perfectly straight anyway? I know you're a big fan of things dimensional, but I would like to see Imagination Corporation in all white. It is a fun logo, and has lots of potential. Love....Jill
Posts: 8834 | From: Butler, PA, USA | Registered: Jan 2001
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posted
Dan, I like the concept, but does anyone else think of the Statue of Liberty when they look at it? Get a maple leaf in behind that bulb.
-------------------- “Did you ever stop to think, and forget to start again?” -Winnie the Pooh & A.A. Milne
Kelly Thorson Kel-T-Grafix 801 Main St. Holdfast, SK S0G 2H0 ktg@sasktel.net Posts: 5496 | From: Penzance, Saskatchewan | Registered: May 2002
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Its amazing how some small changes can effect an ida so drastically. I've worked up the logo again with the changes suggested above by Russ and Jill... and a couple more that came out of my brain when it was jogged a little...
It was way too symetrical... so I redid the star with only 7 points and randomized them as Russ suggested. Jill's idea of white lettering was also included but with a bevel of course to keep it dimensional. Then the star didn't look good yellow anymore and that was changed to white too.
Once those things were changed the background panel needed to be smaller... with the star points hanging out there...
Sawatzky's and the bulb would be gold leaf...
Think of the 7 point star as a bent out of shape maple leaf Kelly... I can see it!
We are getting there... I think...
Still thinking hard in Yarrow...
-grampa dan
[ May 21, 2007, 04:55 PM: Message edited by: Dan Sawatzky ]
-------------------- Dan Sawatzky Imagination Corporation Yarrow, British Columbia dan@imaginationcorporation.com http://www.imaginationcorporation.com
Being a grampa is one of the the most wonderful things in the world!!! Posts: 8739 | From: Yarrow, B.C. Canada | Registered: Nov 1998
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posted
Thank You....and you made two girls happy with one change....Donna will be so happy you covered that bent Maple leaf with snow!
-------------------- “Did you ever stop to think, and forget to start again?” -Winnie the Pooh & A.A. Milne
Kelly Thorson Kel-T-Grafix 801 Main St. Holdfast, SK S0G 2H0 ktg@sasktel.net Posts: 5496 | From: Penzance, Saskatchewan | Registered: May 2002
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posted
Dan just a thought (thinking along the Mike Stevens football theory). What about making the star and bulb the dot on the i in imagination and increase the size of the word imagination, this now makes the star and bulb part of the whole, reduce the size of corportation as its the least important of your information and increase the size of Sawatzky a bit more so Sawatzky and imagination are the key word...This puts Sawatzky in the middle ground the imagination with the star in the forground and corporation in the background...Just some thoughts from the flatlander.
-------------------- Pat Welter Masterhand Signs and Designs Unity, Saskatchewan.Canada Posts: 1304 | From: Unity, Saskatchewan.Canada | Registered: May 1999
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posted
That looks slick. I'm not sure if I misread your concept... but have you already considered modifying the lightbulb to serve as an exclamation point? Maybe putting it on the right?
The fact that the lower left star point is higher than the lower right kills the flow IMO, switched around (lower on left) it might lead the eye into the text better and balance the left-tilt bulb.
posted
Now the bulb/star is reminding me a bit of a sunny-side up egg, Dan! But thanks so much for listening...I appreciate it. I do like the white in the name...and I liked the symmetrical rays. Love....Jill
Posts: 8834 | From: Butler, PA, USA | Registered: Jan 2001
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posted
I still see Spaz in there somewhere, perhaps peeking out from behind the star or hanging onto it like a kitten from a limb. There should be a little bit of his body and tail behind the first part of "imagination".
-------------------- David Harding A Sign of Excellence Carrollton, TX Posts: 5092 | From: Carrollton, TX, USA | Registered: Nov 1998
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My mind wanders. And that's not a good thing, 'cause it's too small to be out there alone. Posts: 3129 | From: Tooele, UT | Registered: Mar 2005
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posted
Thanks for the input... and keep it coming.
"Sawatzky's" is something we would drop from our legal name if we could. Back when we incorporated we tried to do it as just 'imagination corporation'. Unfortunately the authorities wouldn't let us as they deemed it 'not descriptive enough'. So we added our name to the front.
Sawatzky's is hard to spell... and its a long name too. I wear it very proudly but I wish our company didn't. On the web we are simply imagination corporation... webster's definition of corporation is a 'group of people'... Imagination is self explanitory. The name rhymes and is relatively easy to remember until you throw my last name into the mix. Then it gets tougher.
We have on occasion thought of taking another run at the authorities and tried to drop our name from the legal name of our company... but its gets complicated when you have to go re-register all the vehicles... loans endless paperwork and who knows what else... but we may do it yet one of these days.
In the meantime we want to minimise the name to downplay Sawatzky's... hence the small size. I did it on purpose. We advertise primarily via the web and if a person can remember 'imagination corporation' a search will quickly bring us up. Spell Sawatzky wrong and who know's what you'll get.
Our webiste is www.imaginationcorporation.ca. We have also reserved the same as .com although its not currently functioning.
Down playing 'corporation' a tad like Mark shows may be a good move though... and I like the line between.
The wiggly lines are in the examples above although at the scale they are shown things look a little straight. I'll adjust things a little more.
I'm thinking now of perhaps dropping the starburst... and make the line between the letters go out under the bulb...
I suspect this is going to take a little time in Yarrow...
-grampa dan
[ May 21, 2007, 09:43 PM: Message edited by: Dan Sawatzky ]
-------------------- Dan Sawatzky Imagination Corporation Yarrow, British Columbia dan@imaginationcorporation.com http://www.imaginationcorporation.com
Being a grampa is one of the the most wonderful things in the world!!! Posts: 8739 | From: Yarrow, B.C. Canada | Registered: Nov 1998
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From my first look at your ideas these thoughts pop to mind.
To my eye the light bulb needs to be taller, not as "chunky" looking. More in keeping with the exclamation mark and upside down "i" look.
The star behind the light bulb, not sure that works as you intended. Maybe a little too stiff and corporate looking?
Even knowing your goals for the re-branding, when I think of your work I envision both of the above as being a bit looser in feel. Not the full on squiggly line treatment, but having a bit more character.
The copy: I like the look as is but have you considered a left justification of the copy, perhaps with the "Sawatzky's" copy very small and at a curved angle?
When I think Sawatzky I think fun, entertaining and high end if not over the top design. What you have here doesn't say that to me, yet. I'm sure by the time your done it will.
Just my thoughts!
Mark
[ May 22, 2007, 02:26 AM: Message edited by: Mark Sheflo ]
-------------------- Mark Sheflo Renton, Washington A-Squared Signs, LLC Posts: 145 | From: Renton, Washington | Registered: Feb 2003
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posted
I like Lee's idea about moving the bulb to the right side of the copy and making it look a bit more like an exclamation mark, in which case you would tilt the bulb in the other direction to keep everything pointing into the design. I would also have the copy "Imagination Corporation" overlap the star burst a little bit.
posted
Remember that our own Tracie Johnson has a very cool logo using a lightbulb and an Arthur font... http://www.signovations.com/ Great minds think alike! Love....Jill
Posts: 8834 | From: Butler, PA, USA | Registered: Jan 2001
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posted
Dan, I like the first starburst- it's nice & clean, but the lightbulb shape looks more like an upturned chemistry beaker or testtube, to me- it's like a lightbulb, for sure, but not quite like it enough for the 'idea' to sink in!
The second starburst, to me looks like what you'd do if you've made a nice one, and accidentally dropped it and broke off the upper left pointy bit, so you modified it to be shorter.
I like the colours- both versions, & the rough background.
Well done for a good result from a difficult rethink!
Edited to add I prefer Mark's subdued "corporation", rather than your version with equal weight to both words...
[ May 22, 2007, 09:22 AM: Message edited by: Ian Stewart-Koster ]
-------------------- "Stewey" on chat
"...there are no limits when you aim for perfection..." Jonathan Livingston Seagull Posts: 7014 | From: Highgrove via Toowoomba, Queensland, Australia | Registered: Dec 2002
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posted
Thanks for all the suggestions... I'm listening and learning.
At this point Janis and I are rethinking it all again... and are struggling with the lightbulb especially.
This morning I came up with this combining more of our old logo typestyles with the new ideas... corporate but still fun ... a hard combination.
We'll get this yet in Yarrow...
-grampa dan
-------------------- Dan Sawatzky Imagination Corporation Yarrow, British Columbia dan@imaginationcorporation.com http://www.imaginationcorporation.com
Being a grampa is one of the the most wonderful things in the world!!! Posts: 8739 | From: Yarrow, B.C. Canada | Registered: Nov 1998
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posted
I like this much better Dan...the line brings it all together...It may feel a bit wieghty an the right but your use of colour has helped defuss that...Background , middle ground , foreground is working well here... Like it a lot...the flatlanders
-------------------- Pat Welter Masterhand Signs and Designs Unity, Saskatchewan.Canada Posts: 1304 | From: Unity, Saskatchewan.Canada | Registered: May 1999
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posted
Dan, I like that last one a LOT better... the first few just didn't look enough like YOU.... in my humble opinion....
The only thing I notice (and this may be by design) is that I start reading 'imagination corporation' then about a second later I realize it's 'Sawatzky's'...... my eyes don't start with your last name like it actually reads...
Like you mentioned before, that may be the effect you are after... downplaying the importance of your last name in the business name.
-------------------- Jon Jantz Snappysign.com jjantz21@gmail.com http://www.allcw.com Posts: 3395 | From: Atmore, AL | Registered: Nov 2005
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posted
This one looks more "you". I think the ! might be too big tho. I think I'd make the panel just a tad smaller too, and a bit closer to the name. And lose the line on the right side...you don't really need it. This sounds really cliché but I would make the dot of the ! have a smiley face. Love....Jill
Posts: 8834 | From: Butler, PA, USA | Registered: Jan 2001
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posted
My logo took me 3 or 4 months and I'm still not completely satisfied...
I really like the first exclamation point you had that hinted at being a light bulb (guess I'm partial to lightbulbs. I also like the idea of putting it to the right of the copy, and moving Sawatzky to the left a bit.
I don't have your fonts so I just used some with a similar feel for a rough idea:
-------------------- Tracie Johnson Signovations Ventura, California Posts: 444 | From: Ventura, California | Registered: Nov 2005
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posted
I like the exclamation point way better for you, Dan. I like the last version the best, but I wonder if it wouldn't be better to have the word Imagination in the gold. Athough the white appears dominant on print, once you add the actual leaf to it the gold will be what catches your eye. Then again I guess the vast amjority will see it in print so there goes that theory.
-------------------- “Did you ever stop to think, and forget to start again?” -Winnie the Pooh & A.A. Milne
Kelly Thorson Kel-T-Grafix 801 Main St. Holdfast, SK S0G 2H0 ktg@sasktel.net Posts: 5496 | From: Penzance, Saskatchewan | Registered: May 2002
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posted
Sawatsky, needs to be prominent. And you need to add Dan. Don't let ego get in the way. You have been published enough times, that is part of your marketable value.(How's that for using big words?)
Don't be shy about putting it out there. To me, that's the most important thing to consider.. It's not somebody ELSES Imagination Corporation, it's Dan Sawatsky's thing.
...and I think the lightbulb thing is overkill. Redundant. Not Necessary. Creativity can be expressed by the layout and composition of the words themselves,...not clip art.
Oh well, back to the drawing board.
-------------------- Jeff Ogden 8727 NE 68 Terr. Gainesville FL, 32609 Posts: 2138 | From: 8827 NE 68 Terr Gainesville Fl 32609 | Registered: Aug 2002
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posted
I like what Tracy has done with your name. When I look at your designs, it just seems like a mistake that the name is too small, but by tucking it between the dots of the i's, she makes it work.
I don't like adding all the space in corporation to make the length of the lines the same, but tighten that up and add your dragon inside the light bulb all smooshed in there and it's a go.
posted
I vote you put your spin on Arthur's. I really like the way he used the exclamation point for the I and the wonky lettering is tres vous.
-------------------- “Did you ever stop to think, and forget to start again?” -Winnie the Pooh & A.A. Milne
Kelly Thorson Kel-T-Grafix 801 Main St. Holdfast, SK S0G 2H0 ktg@sasktel.net Posts: 5496 | From: Penzance, Saskatchewan | Registered: May 2002
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posted
Maybe you've already done this but shouldn't logos be designed in black & white first ......If they're effective and look nice in B&W they will really come to life when color and all the special effects are added. Blends and bevels don't make a logo, they're only the icing on the cake.
Arthur is definitely onto something but I agree the 3 fonts are a cardinal sin. Maybe Sawatzky's and Corp should be the same font, whatever that may be.
It would not be ethical to copy his design but taking his ! idea for the (i) in imagination is within the rules.
My mind wanders. And that's not a good thing, 'cause it's too small to be out there alone. Posts: 3129 | From: Tooele, UT | Registered: Mar 2005
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posted
I've seen your work posted alot & am a huge fan.
With that said... I think your last posting fit the "abstract" yet appealing feel that your company exudes. If you, Dan, with your knowledge of abstract realism, wanted to be more 3D"ish" or "crazy" on the word "Imagination" I think it would be acceptable...??
I REALLY like the last logo you did!!!
Added later... the more I look at it... It looks great & FITS!.... the last one you did Dan... Stay there! Clean & LOVE the oversized "!"
...Perfect.
My 2 cents.
-------------------- Michael R. Bendel Bendel Sign Co,. Inc. Sauk Rapids, MN Posts: 913 | From: Sauk Rapids, MN | Registered: Jul 2005
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posted
This has been a very fun exercise to say the least and I truely appreciate everyone's input and comments. I especially appreciate those who took the time to put some design time into my little dilemma and then post those efforts here. It certainly shows there are many wonderfully creative ways to solve the same problem.
I realise that designs are best worked out flat and in black and white... but once again I break the mold... for this has to work as a 3D design first because that is how it will be built and that is what we do.
Inbetween all the other things which are going on in my life recently I have had this little project in the back of my head... popping into my design board as I am able.
The latest version was done in a mood of desparation late tonight... getting a little wild... I threw it together... Janis LOVED it. And she is my toughest critic... not afraid to say what she thinks. I like it although I will have to sleep on it some more... The lettering and perhaps colors will definitely need to be tweaked... Sawatzky's may need to slide over to the left to balance things some... hmmm.........
Here's a closeup of the rocket...
Just maybe we are getting close in Yarrow...
-grampa dan
[ May 23, 2007, 02:23 AM: Message edited by: Dan Sawatzky ]
-------------------- Dan Sawatzky Imagination Corporation Yarrow, British Columbia dan@imaginationcorporation.com http://www.imaginationcorporation.com
Being a grampa is one of the the most wonderful things in the world!!! Posts: 8739 | From: Yarrow, B.C. Canada | Registered: Nov 1998
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My mind wanders. And that's not a good thing, 'cause it's too small to be out there alone. Posts: 3129 | From: Tooele, UT | Registered: Mar 2005
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......If they're effective and look nice in B&W they will really come to life when color and all the special effects are added. Blends and bevels don't make a logo, they're only the icing on the cake.![[Applause]](graemlins/applause.gif)
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