Personally, I hate logo processes. Not only does everybody has an opinion, but most also think their opnion is a relevant opinion – and to some extent that might even be true. There are of course some factual things you can base a logo decision on (different colors sends different signals, certain stuff works better online, etc.), but there is still a chunk of gut feel involved. So logo processes tend to be very much like watching a World Cup footbal match with a handfull of drunk mates that believe they should have been coach for the national team (I am sure this comment will upset my colleagues, but I have to admit, that in this scenario, I will be as drunk as everybody else).
But good stuff also tends to come out of logo discussions, e.g. you tend to become a bit clearer about what the company is all about, and to get that kind of a discussion out into the open can be very productive. But at the end of the day a decision has to be taken, and everybody needs to move in the same direction.
In Just-Eat we have had a very unique logo, but also a logo, that does not at all signal what we want to be. It was too niche-ethnic and down market. And on top of that, it was actually difficult to read. But we could not start all over designing a new logo, because there is some affinity to the old logo, and many of our 5.000 restaurant partners has the logo on their windows, etc. Our abstraction was, that we should do with the logo, what BMW did to the Morris Mini: everybody seeing a Mini Cooper can see, that it is a Mini, but it is also very obvious that it is a brand new car that has been modernized and re-found it’s inner strength catering for a modern audience.
After a couple of months of heated debate (and probably a difficult and frustrating time for our agency), we ended up with what I think is a good solution. We have kept the yellow and red colours, but modernised the look. But judge for your self – the logo is at the top of this page.
If you have comments, be welcome – we will probably go through another logo process within a couple of years, and then I will dig out the comments.