Brand
So with our name and concept solidified, we had finally established our identity. It was now time to put a face to it all. We needed a logo to represent our site.
It had to be fun and fresh, but most importantly unique and recognizable. We engaged the services of a logo designer and went through numerous logo concepts. Here are some that were proposed:
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All were rejected.
The revolving shopping doors in the shape of a Roman numeral X was clever conceptually, but aesthetically, the style was not what we had in mind. It simply looked like two intersecting planes. We wanted something with more curves and charm.
Not completely satisfied with any of these, we asked the designer to craft one more. He had saved the best for last and delivered his coup de grace. None of the earlier concepts were a hit for us, until he debuted this little guy:
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The Tenporium monster. Courtesy of Nido.
The inspiration behind this was to represent “consume” for consumer products and the “monster consumes all” concept came to mind. It was a brilliant angle, and the connection to our site was subtle and thought-provoking. Visually, it was simple, clean, and charming. Its air of simplicity and purity made the logo identifiable and memorable.
To stay in tune with the logo, our tagline was just as simple: Consumer Driven. Feed the Beast.
It was short, sweet, and captured the essence of the site. The double entendre was slick too.
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