logo for a startup

thesergie · 01-07-2013, 01:42 AM

Hi! I've been working on a new logo for a startup called Webflow. I designed the current logo (the one displayed on the website) about 5 months ago. The more time i spend designing the web-application the more i'm realizing that the current logo just doesn't fit/communicate the style i'm looking for. Instead of something italic and "flow-y" I want it to be more structured, grounded, and strong with subtle elements of "flow" in an ultra simple sense.

I've been really hacking away at the possible variations and intricacies. At this point i'm having a harder time deciding on which variation looks best (by best i mean, that's unique, that has character and that is simple). What do you think? Thanks for your help!

Image key:
2. the style of the 'l' curls more
3. the style of the 'l' curls more, the 'e' has a slanted style, and the 'b' has more curve at the base.

**Buda** · 01-07-2013, 02:41 AM

Hi thesergie and welcome to GDF.

We ask all new members to read the threads posted HERE and HERE. They will give you all the info you need on how the forum runs, the rules and regulations, frequently discussed topics as well as clearing up any baffling inside jokes.

I would love to see the word flow in a connected script font. Something minimal and with a san serif feel. Scripts have a certain flow that you aren't quite hitting here. It doesn't have to be italic at all.

thesergie · 01-07-2013, 05:26 AM

Thanks Buda!

What kind of script? Can you point me to the style you're getting at?

freshmints · 01-07-2013, 05:28 AM

Hey thesergie,

On first impression, the logotype appears shockingly similar to Facebook—both being based on Soho Gothic and both using the desaturated blue with white. My first recommendation would be to possibly move in a new direction if you'd like the startup to stand out.

Secondly, it might be important to clearly define what the startup does and how it is unique in a single sentence. Something like "Webflow is a service that allows designers to build webpages quickly and easily," is a good start, but not specific enough. Something like "Webflow is a service that allows code-illiterate designers to create highly functional, flexible, and beautiful websites quickly and easily" is better. The more articulate and shorter you can get this statement, the better. After visiting the site, it almost appears to me as if it's like having your own back-end developer, allowing you to spend your time designing the "what," while webflow focuses on the "how."

After this is determined, it might help to set a timer and allow yourself to list any words that come to mind—related or unreleated—and write them down. Go back and highlight any that stand out. Look all of those up in a thesaurus or synonym finder and make note of any new words that stand out. Look THOSE up and repeat the process. Then start organizing them into categories of things you're trying to communicate. Categories might look something like: website, building, creating, easy, quick, programming, flow, etc. Try to pinpoint what you really need to communicate and then start combining words and images from the overarching categories that need to be expressed and see what happens. I'm sure you already know about this stuff and have done it / already did it for this project, but I think there is a better solution to this project than what you've got up there.

I don't know if this is helpful at all, but just my thoughts.

Sketcher · 01-07-2013, 12:26 PM

I agree with freshmints. I would go in a completely new direction. Way too similar to Facebook.

longboy · 01-07-2013, 03:14 PM

First thought was Facebook. Too similar...

thesergie · 01-07-2013, 06:15 PM

Great this is what i needed! It is based on Klavika (the font that facebook uses) with the curvature of Flexo. I like the structure of facebook and tried to differentiate it, but its clear that it looks too similar.

Thanks for the feedback! I'll work on it some more.

**Virgo Nightingale** · 01-07-2013, 07:21 PM

Waaaay too close to the Facebook logo, particularly with that color.

**Buda** · 01-07-2013, 08:26 PM

Quote:

Originally Posted by thesergie

Thanks Buda!

What kind of script? Can you point me to the style you're getting at?

It's been used a lot around the place, but Lobster is one font I had in mind.

freshmints · 01-07-2013, 09:46 PM

Quote:

Originally Posted by thesergie

Great this is what i needed! It is based on Klavika (the font that facebook uses) with the curvature of Flexo. I like the structure of facebook and tried to differentiate it, but its clear that it looks too similar.

Thanks for the feedback! I'll work on it some more.

Yeah Klavika, sorry. I mix those typefaces up a lot—they were both pretty popular around the same time.