Simple, friendly, honest and approachable.
Focused on doing one thing very well.
Fast and proactive.
Hey, it’s Lewis (the new guy). My first task at Tracks was to rebrand the company – no mean feat! But before I even started to tackle the new logo I needed to get a sense of what Tracks stood for and where it was going as a company.
After many Skype calls and email/IM exchanges with Gregor, our design principles have been carefully chosen. They are as above: Human, Focused, Responsive and Beautiful. And they encompass what we, as a company, want to keep true to us as we grow.
The first product of these principles is our new logo…
A few weeks ago I sent out a survey containing some early logo concepts, I was honestly overwhelmed with the feedback you gave me. I presented three options all different in form and with different messages behind them.
I asked for you to choose one of three answers for each design “hate it, indifferent or love it”. At first glance of the results, I was pretty disappointed because there wasn’t one clear ‘love it’ winner, however looking closer, it was interesting to find that one design had much less people voting ‘indifferent’ – it was pretty much an equal split between hate it and love it.
My first thought was, “have we just designed a ‘marmite’ logo?” (for our people outside of the UK who might not be aware of Marmite: Marmite is a type of thick, dark brown savoury spread popular in Britain. The strong and very distinctive flavour has made it rather famous, as consumers are either horrified by it or quite fond of it.).
Whichever side you sit on, as a marmite consumer you feel an emotion towards it, which in itself is memorable.
So we doubled down on this logo concept (it helps that this was our favourite too) and we think we have created something beautiful and true to our design principles. So here it is…
The design is inspired by origami. Origami are beautiful works of art created from a single piece of paper, much like the story of Tracks (starting from nothing) and what we aspire to be (a work of art). To be good at origami, it requires focus, patience, skill and dash of creativity, something every good sales person needs to be successful.
I’d love to hear your thoughts on our new logo, do you love or hate it? Reply in the comments below or email me firstname.lastname@example.org
PS. I hate Marmite.