It's also the one at the top of my website.
Here's what we've evolved from:
(what it looks like now)
Ta-da! I really like it. :)
I do all my logo work on my own, and I have to credit all my graphic design knowledge to the online learning community at creativelive-- all of those days learning and working there at the same time did double duty, and was an investment in my business. So, triple duty!
"TILT, OR NOT TO TILT?
THAT IS THE QUESTION...."
So I continued to think about the 3 things that I remembered most from a Lesa Snyder graphic design class at creativelive:
3 must haves that make a strong logo:
1. make it simple
2. use contrast
3. create action
Now I remember that she also talked about the color wheel. how it denotes moods, etc. And how she's from Texas... but while doing this, I wanted to really focus on the simplicity of a strong brand-- no colors, just black and white: simple and strong. But also innovative and clever.
Everything's bigger in Texas.... and bigger everywhere else when you brand it the right way. Brands that are strong are also memorable, and create action.
With that, she mentioned 3 brands-- all that I would say represent strong businesses!
Nike, Apple, and Twitter.
2. Using contrast: now this is typically done with a big and small, or a light and dark. i.e. like McDonald's and FedEx with their colors. (P.S. If you look at a color wheel, you'll notice they are on opposite ends- which means they complement because they contrast) And, bonus points if you spot the arrow in one of these logos below! :)
3. Creating action: Here's where this ties it all together: if we take the contrast into consideration, let's look at the motion behind it. The swoosh is made at a 45 degree angle: much like the stem on the apple, or the tweety bird about to take flight. Not to mention the heavy thickness of the swoosh that is also going upward into a skinnier size (would you say they promote fitness and weight loss?). The apple has a bite into it-- a contrasting idea for what we think of with an apple, but also the connection with Sir Issac Newton-- a forward thinker of his time: products that continue to innovate and move forward. And the bird? His beak is open, not closed. And he is in action-- early bird gets the worm, right?
These are all positive branding measures these companies have connected to their consumers. Creating a brand is not only about the company, but how it makes customers feel.
Now, looking back at my logo, to answer your question earlier...
...I chose the tilt. Well, sort of.
And I was glad I did, because I realized wanted the steadiness of the c. Now, I realize what contrasting purpose it provided in the finishing touch to my logo!
WHAT I DID AND WHY: How I followed the rules but made it mine
2. Contrast: Not only is the font thick, but it also has thin aspects that contour the c and the e. The c and e are both similar in their round shape and meet together, but the line striking through the e makes them different letters. (Check!)
Now here's my favorite part that I always loved about the birth of my logo in 2012: a twist to the copyright symbol.
I once read (it was on my 10 year reunion page):
"Hopefully we will all have aged like fine wine and not milk!"
P.S. Here's another logo I wanted to mention, since it reminded me of mine. They won a few awards for it too, which makes me smile... (Just like the Ferris Bueller reruns.) :)