Wow, quite a week. Lots of discussion, we really do read everything you comment and your opinions do have an impact on our decisions. I think our choices this week may surprise you a little bit, lets see….
We went for two designs again this week. We reviewed all the votes of staff and the panel, and picked to put through the following two designs, because we think they have the right balance between outstanding idea and near perfect execution:
Seeing the new versions only backed up for us that this design is nearly ready. It fits the brief really well and is very flexible. Here are some other variants
While we’re not convinced about having the shirt attached, the new version also shows clearer separation between Spread & Shirt:
2. The second is “Label Cut Hole” by Prince. We think it can be an innovative and radical concept if it’s used the right way, in its current format. But as I said before and picking on one comment that it looks “generic when used online”: we think there is a lot of potential still in the design to push this concept further and to make it really outstanding. Just to give you an idea what we see is not the “half moon” or the “ring”, but really the idea of tagging and labelling in a consequent but at the same time reduced manner. You could loads with this, the extreme end being making holes in every t-shirt that we send out. Its exactly what we hoped from the OLP, that an idea would emerge that really excited and surprises us. Label Cut hole does this and much more.
Another well executed design. As much as we’re all into this, somehow it just sort of scratches the surface of what is possible, its just not pushing the boundaries enough. For that reason it doesn’t make the grand final.
The second was “Redtab” by Kimlarsen. Internally and from the panel this design received easily the highest number of votes. But a lot of the comments all suggested what we were thinking, that its just not there yet, its a concept but not a finished logo. The balance between idea and execution is not where it should be for a grand finalist design, so we didn’t put it through. Here are the thoughts of our internal steering group and the panel that voted for it:
Steering Group Review:
*Good: Photo realistic style, Simple, easily plottable, best representation of our tagline so far, easy and striking.
*Improve: Flexibility, red label is overused and has other connotations, lacking in a signia or stand alone element, typo is not there yet.
Jana: Gets across label point clearly. I’m not sold on the font, and it doesn’t really separate spread and shirt, but I think you can get there with this idea.
Frank Piller: The most original of the short listed designs — finally, not just another blue/white combination. The stitching provides plenty of opportunities to turn the label into graphics and a corporate CI.
Branded: The label excites because it shows how it might look on a garment.
And some of you made interesting points about this design here