Beyond Lemonade – Designing a Logo

Beyond Lemonade is more than an online drama series and story sharing website.  It is also a lifestyle brand.  It is affirming and aspirational.  We empower and inspire women to live life a bit bigger, bolder and more audaciously.  We appeal to women who want to transcend the limitations, exceed the traditional expectations and overcome the stereotypical assumptions made about  women over 40.  The brand is about taking game-changing actions– stories of starting over with a twist
The Logo should:
Be bold and confident
Be clean, clear and crisp
Be contemporary
Be fun
Be a memorable graphic symbol (rather than simply a rendering of title or the initials)
Be as distinctive in black and white as in color
Be visually striking enough to brand all media iterations: Beyond Lemonade Press (online newspaper), Beyond Lemonade Publications (books) or Beyond Lemonade Productions (other media)
The Logo should NOT:
Be rendered in pastels
Be literal (obvious lemons)
Be text (a mere visual representation of the title or the initials)
Be girly or cute
Be retro
Be funky
Be tekkie
Be associated with drink
My favorite examples of genius non-literal non-text graphic design:
CBS eye
NIKE swoosh
MERCEDES-BENZ three point star
All of the above are powerful graphic symbols recognizable and relatable without the accompanying text

The next step in developing Beyond Lemonade, my online series, is creating a logo and visual style for the series and web site.

Here is a quick article on the subject from Entrepreneur Magazine

Your logo is a visual representation of everything your company stands for… Ideally, your company logo enhances potential customers and partners’ crucial first impression of your business. A good logo can build loyalty between your business and your customers, establish a brand identity, and provide the professional look of an established enterprise.

Consider Allstate’s “good hands” logo. It immediately generates a warm feeling for the company, symbolizing care and trust. With a little thought and creativity, your logo can quickly and graphically express many positive attributes of your business, too.

Logo Types

There are basically three kinds of logos. Font-based logos consist primarily of a type treatment. The logos of IBM, Microsoft and Sony, for instance, use type treatments with a twist that makes them distinctive. Then there are logos that literally illustrate what a company does, such as when a house-painting company uses an illustration of a brush in its logo. And finally, there are abstract graphic symbols-such as Nike’s swoosh-that become linked to a company’s brand.

I’ll be looking at logo options created by advertising and branding agencies who work with FremantleMedia.  In discussing the process with the executives in charge I needed to outline what my priorities were in the processes.  Here are my thoughts:

1.  Beyond Lemonade is more than an online drama series and story sharing website.  It is also a lifestyle brand.  It is affirming and aspirational.  We empower and inspire women to live life a bit bigger, bolder and more audaciously.  We appeal to women who want to transcend the limitations, exceed the traditional expectations and overcome the stereotypical assumptions made about  women over 40.  The brand is about taking game-changing actions– stories of starting over with a twist.

2.  The Logo should:

Be bold and confident

Be clean, clear and crisp

Be contemporary

Be fun

Be a memorable graphic symbol (rather than simply a rendering of title or the initials)

Be as distinctive in black and white as in color

Be visually striking enough to brand all possible further media iterations: Beyond Lemonade Press (online newspaper), Beyond Lemonade Publications (books) or Beyond Lemonade Productions (other media)

2.  The Logo should NOT:

Be rendered in pastels

Be literal (obvious lemons)

Be solely text (a mere visual representation of the title or the initials)

Be girly or cute

Be retro

Be funky

Be tekkie

My favorite examples of genius non-literal non-text graphic design:

CBS eye (symbolizing an all seeing eye on the news around the world)

NIKE swoosh (symbolizing movement)

MERCEDES-BENZ three point star (symbolizing the land, sea and air vehicles the company makes)

All of the above are powerful graphic symbols recognizable and relatable with or without the accompanying text.  I guess my ultimate test would be:  Could you wear it as a piece of jewelry?  And would you want to?

The process continues… Stay tuned.

1 Comment

  1. Reply Double Headboard · 3rd November 2010

    you can say that morgan freeman is one of the most versatile actors that we have today ”

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