Logotype - Claire's Crit Feedback

Why I chose to rebrand Claire's:
I felt like the logo looked boring and plain. I didn't think it represented the store well and it doesn't give any idea about the target audience as it is purely just a name made with basic type. I wanted to rebrand the logo so it could give an idea of the target audience and possibly what the store would supply. I wanted it to represent the store for what it is.

Logotype crit:

I produced 5 set of questions and the responses for each questions were:

1.     Do you think that the overall final design is suitable for my target audience (handwritten type/colour and features?

·      I think the type works well and so does the colour, however I think if this logo was put on tags and smaller things it may look quite squashed.

·      Yes, handwriting gives a very feminine look. Looks like teenagers writing.

·      Feminine handwritten type = perfect for target audience.

·      Hand rendered outcome targets the young audience that visit store, works well. Doesn’t look as effective small scale.

·      Good for target audience as girly, pretty and fun. The heart works really well at making it unique.

·      I think your typeface definitely fits the target audience, due to your use of colour and the handwritten style.

2.     Do you think I should’ve renamed ‘Claire’s’? If so, why?

·      Claire’s is a well established brand and think the name is still ok.

·      No, because someone named Claire obviously wanted to be associated with the company.

·      I feel its too much of an established brand to completely change its identity (name).

·      Quite a childish name, but that is the target audience, if you wanted to widen the target audience, a name change would have been suitable.

·      No, Claire’s is well known, it could make the brand unrecognisable if you changed it.

3.     Do you think the logo is effective? Does it stand out? Why?

·      Yes, I like the gradient colour.

·      Yes, as the typeface is very bold – may struggle to read accessories on a smaller scale.

·      I think the kerning could be more spaced out as on the shop front image it looks quite squashed.

·      I don’t think the hand rendered text goes well with the other font.

·      Stand out well due to unique handwritten type – also shadow of the type adds to

-       would suggest a different colour for the shadowing – might help it stand out further

-       also could have made shadowing more equal and edited more evenly – although I understand it’s suppose to look hand rendered

4.     Do you think the colour and gradient effect is successful? Why?

·      I think the logo is effective and does stand out.

·      I prefer the drop shadow, as it makes it stand out more – especially with the gradient.

·      Final one displayed.

·      Colour gradient makes the writing stand out more.

·      I think the flat design is more effective than your final design because its easier to read, its not over complicated and would be much more transferable.

5.     Which design do you think is the most appropriate and why?

·      I think the most effective logo is the one without the bold outline.

·      I like the logo without the shadow.

·      Maybe have more experiments with sans serif fonts and have a more modern outcome.

Other feedback:

·      I really like your final idea, the colour and typeface makes it friendly. I like the heart shape.

·      Hi! I really like your rebranding – the gradient is pretty – it’s the best rebranding of Claire’s I’ve seen. However, test it at different scales. I think it would work though.

·      I prefer it without the drop shadow.

Feedback summary:

From reading my feedback of my rebranding of Claire's, I got all positive feedback and advice for my design. Everyone that left feedback though the hand rendered type was suitable for the younger target audience and that it looked girly and feminine and they liked the gradient effect as it made the logo stand out to the audience. Everyone agreed that the 'Claire's' name should be kept the same as it is a well-known established name already and may confuse others if I were to change it. 

However, some were worried about how the logo would look when it is made at a smaller scale, such as on labels/tags as they think that the 'Claire's' lettering will look too close together, making it difficult to read. They also thought that the 'accessories' may be too small to read also. Most people preferred the logo without the drop shadow as they thought it looked more complicated that the logo without the shadow because it was too much.

Most people would've preferred this one as my final design instead.