Affinity – This logo was a quick concept I created back in 2000 or 2001 for a colleague. He was potentially going to create some marketing material for some acquaintances who were starting (or had started) a business. He recommended that they should think about a logo because they didn’t have one. As I vaguely remember, they did not seem very interested in having a logo created but just wanted ideas for brochures, print ads and internet banner ads. My colleague was not completely sure of many of the details of the company at the time but shared with me that he was under the impression that they assisted with getting businesses in touch with other businesses. Meaning, if I owned a business and had a need that could be fulfilled by another business I could pay these people to help me connect with that business. Sort of a business to business concierge. The name of the company was Affinity.
So I quickly created the following concept and presented it to my colleague the following day and asked him what he thought or what improvements might be made. He was impressed with my initial design but the project ultimately never took off and I am not sure if he ever helped Affinity with their marketing materials or if the company is even still in existence today.
For the next day or so I will use the company name Affinity and the business model B2B (business to business) concierge as my first Brand, Re-brand project. The logo I am presenting is relatively the same logo I created 9 or 10 years ago. The typeface I chose is Helvetica Medium to which I made some minor alterations. Helvetica has rectangular dots for it’s i‘s but I replaced them with circular dots because I wanted to soften the appearance of the word. I chose Helvetica because it is clean and simple. I thought that it’s clean and modern appearance would be a good face for this company. After all, finding business to business partnerships can be difficult and Affinity is supposed to make it easy. I chose blue because my colleague informed me that the company’s color is blue. This blue might be a little on the purple side so that might be a future modification. I can’t remember if red was also a company color or if I took that liberty myself. The red portions of the logo helps to distinguish the brand visually. The shape connecting the dots of the i‘s creates a feeling of connectedness, or “seeing eye to eye” so to speak. The inclusion of this shape makes the i‘s appear almost like 2 people interacting, relating, or agreeing. They hopefully have an “affinity” for one another. The red bar below the company name symbolizes a solid foundation based upon the above relationship. This is how the logo design conveys the company’s brand of service to the marketplace.
So what’s wrong with the logo? I have some ideas of my own. However if you, my faithful readers, would like to play the part of the owners of Affinity and provide some feedback on your logo then feel free. Tell me what you like and dislike. I will consider the feedback as if I were working with Affinity on their brand and making adjustments. Otherwise I will refine the logo based on my own thoughts which is basically updating the look. Remember, this logo is new to your eyes but it’s been in my computer(s) for the last 9 or 10 years so it’s old to me.
Participate: I am always accepting ideas from readers. Currently I would like to hear ideas on the existing logo or another fictitious or existing brand that you would like to see me design or re-design a logo for. If you like what you see here then help me promote this site! If you are on Facebook then become a fan of the Circadian Creative’s Facebook page. Click the link in this post or the one at the top right of the home page. That way you can see daily updates on Facebook. As always, thank you for your support.
See you all tomorrow.
Sean
