**Update 7th of November**
As the contest draws to a close I want to offer some guidance on how I have been testing each logo. I go through the following steps:
- If you haven't submitted a monochrome image I apply a solid black filter and see how things look once all colour is gone. Is the design still mostly clear? Do I still understand what I'm looking at?
- If you haven't submitted an icon size logo I drop it down to 36x36px and ask if I still understand the shape from a distance
- I look for an obvious connection to our product that goes beyond "it's a house"
- I look for cliches "It's a house" or "It's the letter V"
- I run the logo past my team to see if they understand or connect with it
Chances are if I've eliminated your design it's because the logo failed one of these tests. I'm personally not a designer but I have been a brand manager before and I've had bad logos in the past that failed when applied to these tests in the real world.
A sign of maturity in a designer is knowing that these scenarios exist. Sometimes a colour printer isn't available or a client photocopies a brochure in black and white. Even on the web full colour and size isn't always available. A good logo should hold up against these scenarios. I'd encourage the 75 odd designers who have submitted and been eliminated based on these criteria to keep this in mind for future work. Whilst you may not be ready to work with us today I wanted to provide this feedback so your time submitting as well spent.
**Update 6th of November**
I want to respect everyone's time and provide individual feedback but I seem to be saying the same things again and again so here's a bit more guidance for this competition:
- You must submit a monochrome version of your logo
- You must submit a version of your logo displayed small as symbol, eg 36x36px
- Do not use the letter V as a logo unless you have come up with a significantly novel way to incorporate it into the design. Submitting a V with 3D effects isn't going to win you the contest.
**Updated with some tips on what to aim for and what to avoid**
Vire is a software suite for real estate agents to manage rental properties. Today Vire includes a set of features allowing real estate agents to rapidly carry out property inspections and generate reports. Tomorrow our feature set will include the full property lifecycle including applications, lease management, and payments.
First and foremost whilst we are in the real estate industry we are a software product. We are tech people, not realtors. Secondly I’m hoping that I can find a designer who “gets it” with this project and someone we can work with as the product and our brand grows. I love great branding and nothing makes me happier than interacting with a company that has a coherent visual identity. I drive my development team up the wall with complaints that elements aren’t lined up by a single pixel. If you’re the same we’ll surely get along.
What I’m after in this project is a logo, colour scheme, and some basic visual identity that gives our product the polish it needs as we market to potential customers. We’re a start-up and that necessitates that I can’t send every bit of work out to a designer so I need you to give me something that I can work with in a number of situations to represent our product.
Specifically I need:
- A logo
- An App Icon suitable for use on Apple iOS devices
- A favicon
- A colour palette
Great examples of branding I love:
The logo for campaign monitor includes a symbol and text. That symbol works fantastically on its own as their app icon, in other space constrained locations where the full logo doesn’t fit. It feels clean and clearly communicates what they do.
The recent refresh of Qantas’ brand, and the brand in general, is one of my favourite examples of visual identity. They’ve got a hugely recognisable symbol in the Kangaroo which they can apply to everything from aircraft to pyjamas. The new kangaroo launched a few weeks back makes restrained use of gradient and shadow to add depth whilst still being distinct when printed in monochrome.
Operators of datacentres in Australia NextDC have set a high bar for branding in the industry. Their logo is symbolic of a datacentre and they’ve managed to extend their visual identity into the architecture of their buildings.
What to aim for:
Our application is used to manage property, carrying out inspections, and managing rental payments. It’s a tool used by rental agents. Ideas that symbolise property or inspections are a good place to start.
What to avoid:
Visible identities in our field include realestate.com.au, domain.com.au, propertytree, propertyme.com.au, console.com.au, rockend.com.au, propertytree.com.au, and reia.asn.au. Avoiding anything that resembles these brands is very important.
Don’t use the letter V as a symbol, it’s too generic.
Generally speaking a flat design is preferred. I should be able to use the logo in black and white without any loss of clarity.
Beyond that I’m very open to answering as many questions as you may have.