Design Brief

The goal I am expected to achieve is to redesign a logo for an existing brand or company.
The company logo that I have decided to redesign is Indigo, a Canadian books and music company.
I hope to modify this logo so that it will no longer be mundane and overly simplistic, as the logo
consists only of typography. To be subjective, this company is a favourite of mine; therefore, to be
able to innovate its logo would be an enjoyable experience. Logos are a big part of any brand or
company, as they are the face or the spokesperson of the company. For the audience to be able to
remember the company, the company must have an eye-catching and intriguing logo that serves a
memorable role. Logos can even be interpreted as being one out of few factors that plausibly have a
direct relation to a companys ability to sell its products.
I intend to make a logo that will be more complex and intricate than Indigos current one.
The vague outline of the logo would probably follow something like such: the word Indigo written
in handwriting with a hand holding the pencil, or the word Indigo peeking out from an old-
fashioned typewriter. I am making it this way because it relates to the companys products; could be
thought of as an inkling or slight insight that gives way to the style and product line of the company
without being overtly revealing. The sources Im going to use consists of: 10 Common Mistakes in
Logo Design, How to Create a Professional Logo, Abercrombies Logo Woes Are a Lesson for
All Marketers, The Lure of the Logo: When Should a Startup Say No or Yes? and Why Your
Logo Needs to Ignite Emotions.
The articles given to me in class were a good start for an amateur logo designer like me, they
taught me the basic faux-pas or taboos of logo design. A few prominent tips that were given to me
were to not follow current trend, as they are rather ephemeral, to not use stock art, as they give no
sense of uniqueness, and to not make the logo overly complex, as the details might become a liability
rather an advantage. One article (Abercrombie's Logo Woes Are A Lesson For All Marketers.)
also taught me that logos could easily become a cool kid badge when used to their full potential.
An important quote from that article had remained conspicuous to me, as well Your brand isnt
your logo, but rather the latter is a reflection of the former, and your brand is much more the
product of the operational reality of your business what, where, when, why and how you sell
things than what you creatively want it to mean. Another article (Why Your Logo Needs To
Ignite Emotions.) also call logos the most vital piece of branding there is.
Competitors:

Amazon has always been a threatening competitor to Indigo, as it provides customers the
comfort of ordering products in the comfort of their own home. This logo is clever, and has a
hidden meaning: A to Z, hinting that it would fulfill any readers desires. Nonetheless, putting the
crafty logo idea aside, the logo is a bit plain. The prevalent format of simple typography for many
existing companies or brands needs a renewal, and my proposal of making the logo of Indigo more
engrossing could be exhibit A. Apart from Amazon, Indigo does not have any known competitors,
since their previous competitor Chapters had already been brought under their wing.















Design Brief Works Cited
Hardy, Gareth. "10 Common Mistakes In Logo Design." Smashing Magazine. Smashing Magazine,
25 June 2009. Web. 17 Sept. 2014.
Underwood, Derek. "How to Create a Professional Logo." Webdesigner Depot RSS. Branding
Design, 16 Feb. 2009. Web. 17 Sept. 2014.
Baskin, Jonathan Salem. "Abercrombie's Logo Woes Are A Lesson For All Marketers." Forbes.
Forbes Magazine, 29 Aug. 2014. Web. 22 Sept. 2014
Bernshteyn, Rob. "The Lure Of The Logo: When Should A Startup Say No Or Yes?" Forbes. Forbes
Magazine, 17 June 2014. Web. 22 Sept. 2014.
Hein, Kenneth. "Why Your Logo Needs To Ignite Emotions." Forbes. Forbes Magazine, 23 July
2013. Web. 22 Sept. 2014.