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Originally Posted by daz
I stole the name from another thread. Basically, I need practice making logos so I need help on what I'm doing wrong etc..
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conceptually: it's very boring. you applied a very cliched line of thinking. good design always has a concept driving it - design is about communication and the concept is what makes the message clear to the audience without spelling it out for them. when i look at this that way, the message i'm getting it "it's coffe". it's unethusiastic, so it doesn't appear posative to me.
break down what the subject is about
: coffee. people drink coffee for a lot of reasons: taste, caffine boost, warmth, to name a few obvious ones. what's the name saying? is it simple a word/name (ala mcdonald's)? is it a phrase? if so, what's is suggesting? "to go" suggestions motion to me, you're on the go, you need to get up and going, etc. personally, i would play off how people use coffee to kick start their (mid)day, because that's why i drink coffee, and i think it's the same for a lot of people.
branding is about representing the company. you have to sum up coffee to go in this one, short piece. who are they? what kind of company is it? (private / public[starbucks]), etc. your job is to try and create something people will remember. when i see a coffee mug, i see a coffee mug, i don't see a company. off the top of my head, i would have started by trying to create a memorable character - think of the AOL guy - who could embody the company. i would try finding a nice typeface that could relate to this cocnept of kick starting. i'd look for a thin type, because when it comes to movement, less is more (weight). i'd place the brand name on a single line, and have it followed by the iconic character (as a single colour shilouette) to its right. break it into frames. 1: slow sluggish start 2: coffe 2 go 3: because of the introduction of coffee 2 go to this sliggish start, he's now hapily on his way.
branding is all mental. the technical stuff doesn't come into play until you've got a fairly polished idea in words / on paper.
technically: the type needs definate work. is there a reason it's all lower case? i know all lower case works well for a more youthful "hip" market, but do you think that's who this is aimed at, or is it aimed at 25-40's who get up and truck out 9-5 jobs every day? that kind of typeography would never sell to my parents, it just doesn't communicate to them. same reason they hate my music.
is there a specific reason for the colours? the tan i like, because it makes me think of mocca, but the orange i'm not getting.
the mug... the mug doesn't fit in with the type at all. it's got depth/shading while the type has no lighting, despite the 2 being on top of the mug. you need to wrap the 2 around the mug, make it look like it's actually apart of the mug. look up displacement maps for that, i forget off hand everything to them.
i could go on, nit picking every details, but i think my message is clear enough.
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