The ideal logo design should:
- appeal to the sensibilities of predominantly the X-gen without putting off the Boomers or the Y-gen.
- inspire an attitude of adventure without leaning towards one particular past time or culture.
- fit comfortably across the polarized industries of Ocean and Outdoor.
- express a modern sensibility, with a clean, modern font
Some example logos are:
(1) Adventure Portal - Our original logo design was done for when the site was conceived to be just about California (thus it uses the sate animal, the bear, and the outline of California). While it doesn't fit the scope of the site we're imagining now (western US & Canada), we like its boldness and visual impact.
2) Mammut - clean, modern logo with a bold, powerful font and a strong image, the elephant suggests strength and power
(3) Dakine – Simple text logo, but clean, modern feel with a unique flair
(4) DC Shoes - Bold, high-impact font and the text looks like a chain, suggesting strength, some association with sickle and hammer symbols of the old Soviet Union
(5) Quiksilver logo - Great graphic element that incorporates mountains and waves and can be used as a symbol of the brand on its own
Some examples of things we don’t want:
• A brand like Kuhl clothing (http://www.kuhl.com) has a great logo with a small, high-impact graphic, but the graphic is solely about the mountain elements. If a graphic element is used, it needs to convey all three climes: Oceans, Mountains and Desert.
• The North Face (http://www.thenorthface.com/en_US/) has an over-stylized logo that has no visual appeal, with a generic font. The graphic element does not add any meaning to the logo that conveys any aspect of the brand image.
• Gramicci (http://www.gramicci.com/) uses a modernistic font in their logo that is hard to read, with a stylized “G” that doesn’t add to the brand image.
We have a Web site prototype up which gives a good understanding of the brand and its styling: http://www.wix.com/stormroo/theadventureportal2
We are currently using:
• red and black as company colors
• lowercase IMPACT font
• the tagline “TAP into adventure” taken from the wording of
the adventure portal
Possible logo ideas:
- Maybe all-uppercase "TAP" with a graphic element that melds waves, mountains and a desert symbol?
- Maybe all-uppercase "TAP" with some circular "portal" symbol incorporated as part of one of the letters, that suggests a portal into adventure, or a portal full of adventures?