Studio Brief 2 - Hardshell Logo, Improvement Feedback

In order to fully take control and to make the Hardshell Labs brand as effective as possible, I decided to contact the owner Tim Shields to ask him his thoughts about the logo and whether or not he has any improvements or direction he wants his logo/branding to go into.

With this in mind I sent an email to Tim through Kickstarter.

Amazingly enough Tim replied with great detail.

As you can see from the email, Tim has given a lot of detail explaining what he currently dislikes about the current logo and what improvements he would like to improve on. Below I have summarised the email.

• Dissatisfied with the colours, to garnish and contrasty.
• Wants more shading to give shape to the tortoise legs.
• Wants the feeling of action, powerful pose.
• Give the Tortoise the feel of supporting the world.
• Logo to represent playfulness and to express hope.
• Central idea to link back with a world wide application, through the gaming community.

From this list it's clear that there isn't one direction in which Tim wants to move into. This essentially leaves the door open for me to be more flexible and come up with different kinds of ideas but still have a link to what Tim has suggested.

I feel it's important to stay true and to achieve a logo that Tim Shields, the CEO has imagined. There isn't no point in coming up with something completely out there and further from what Tim had envisioned. By doing this the probability of Tim being satisfying or even wanting to use my logo would be very slim. It's fine creating something which is more flexible but realistically there has to be a concept behind the idea which still links in with the changes Tim wanted. Following this process would be largely beneficial as this is the way you have to work with clients in industry. If a client has a vision for their company then try your best to envision that as if you don't, they will find someone who will.