Moderate rebranding/logo refresh. Thoughts?

Fiverr or any graphic designer will need very clear and concise communication from you to make your vision happen. I learned that clearly with the 2nd fiverr designer I used. The first I didn’t have any idea what I wanted. The 2nd took 18 revisions of the FINAL design. She sent 4 to start with. Same for anything else I’ve had done with any fiverr web work or really any company ever.

I understand the control freak angle but there is a certain point where it’s worth my time and sanity to let someone with specific skills do the work as I oversee it. Like pressure washing :wink:

Regardless I like the new design, I just think the OG green pops more and that matters to me. But again it’s not what you or I like it’s what the customers like. Good luck! You’re on top of it regardless.

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Over the last 20+ years, I’ve created graphics for print, web, apparel, signage, etc…, so hopefully I can be of assistance.

First, you’re mixing raster and vector imagery. Raster is lots of square dots of color to form an image. When scaling a raster image, it can become pixelated. Vector images are data (1’s and 0’s) and can be scaled infinitely without becoming pixelated or degrading.

This is why your text looks crisp and the squeegee is pixelated on the edges. What happens when you want to put a wrap on your truck and take the logo from 3.5 inches wide, at 72 dpi, to 3.5 feet wide, at 150-200 dpi? That squeegee is going to look rough!

Keep your entire design vector and the whole logo will always look crisp no matter what design you add it to.

Second, drop shadows are something you add to an element when you want to add depth. There is nothing in your imagery that simulates depth, which makes the drop shadows out of place. Back to the wrap, when you add this logo OVER another graphic, then drop shadows could be considered. BUT, use sparingly. Shadows are much darker when printed than what you see on screen and don’t always need to be used just because “they’re cool”.

Third, don’t separate your name with your logo element and definitely not vertically. A horizontal separation isn’t as bad, but you still have to be careful. When someone is trying to read something in a hurry (like driving down the road), it’s easier when all of the text is together.

Fourth, flat designs (such as the Spotify logo that mikesPWclean commented) are the absolute best way to go. Flat logos fit within more designs than non-flat logos. What happens when you need to print something black and white, and you want to inverse this on a black background?

Fifth, and definitely not last, you need to really think about how it will fit within every type of design you will need? For example, if you put this on your website, how large will you be able to make it before it doesn’t fit well in the website design? Will you put this on shirts or wraps?

Depending on what you’re printing, you could be charged more for each color you need to print. Keeping your colors down decreases your printing costs in the long run. This is getting better as the years go as more and more places are getting away from printing by colors, but you still deal with it a lot on things like vinyl or road signage.

Also, you should consider using a Pantone color for your logo so that the colors will always be the same no matter who prints it or what it’s printed on. Pantone is the standard!

Hope this helps.

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Sharp logos

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That I can understand. I still remember being in grade school and having to make a basic program on an old Apple computer in the late 80’s. Square dots but you could see the squares…lol

That just has me scratching my head. How images can be 1’s and 0’s and make a picture just baffles me. It would be like me telling someone we have square rounds for the .50 cal. I don’t know anything about that computer/graphic design stuff though.

It’s more like plotted data, defining edges, curves, colors, layers, etc… If you’ve ever looked at the code of a SVG (Scalable Vector Graphic), you’d see what I mean.

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Truth bombs. Thanks for taking the time to reply. I was aware of a lot of those points, but obviously needed some reminders :smirk:

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I can agree with this wholeheartedly. My first professional logo was cool looking but no one could embroider it because part of it was too complex.

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My current logo actually looks really sharp flattened and in black and white green

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@Infinity, I just slapped those two designs together as an example, but you’re welcome to them for free if you want them.

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Thanks for those, they’re really sharp. I think if I do any major revisions, though, we’ll be dropping the squeegee in favor of something more indicative of power washing.

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So, this is an idea that I’ve just been playing around with on my phone. Very rough, but wondering if you see any potential here in the basic concept:

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Wow love it. Definitely more character added without sacrificing the professionalism of the logo. Not childish or a mature looking at all.

I see potential, but the logo doesn’t seem to “tell your story”. If your name was Infinity Pressure Washing, then it could make sense, but when you use a logo element it should portray what you do visually. Your original logo has the squeegee, which is “telling” of your service, albeit I believe only one of your services?? If you had a wand intertwined through the infinity symbol spraying out the of tip of it, then that would be more declarative. But, then you would once again be limiting the visual description of your services, in your logo element, to just pressure washing, which may not be a bad thing if it’s a majority of your work.

While writing this, my mind is thinking about how you could have a spraying wand, where the hose comes out and makes the infinity symbol, intertwining the wand, and ending in the handle of a squeegee. Sometimes, it’s easier for me to think about and/or vocalize a concept than it is for me to actually create the concept in a graphic, but if I get some time this week I’ll give it a shot.

I just went through a re-branding with my FTJ, and it took three months of designing and re-designing, and meeting after meeting and revision after revision, and the PTB ended up going with the simplest of all of the designs, which was great. KISS - Keep it simple stupid. Sometimes, we just need to take a step back and ask ourselves what’s the simplest way to visually portray what we do to our customers?

I was initially thinking about incorporating a spray wand, but then I felt that was limiting.

The idea I want to convey is that I wash stuff, typically with gentle, low pressure methods. The wide fan spray I think could be representative of softwashing or window cleaning (like fan nozzles on a waterfed pole).

Simplest usually is best. I have never been crazy about how limiting the squeegee is in my current logo.

I do think my examples above are missing some small element to help it appear more unique. Like that neat little ‘overlap’ on the oiginal logo, or the examples you drafted.

Oh, and I will need to reengineer the spray pattern itself, seeing as how I stole it directly from this site’s logo. I don’t think @Chris is too fond of plagiarism…

A couple of thoughts…

I apologize as I wrote without thinking through what I was writing, this morning. You don’t have to represent your services in a logo (example: Nike’s logo doesn’t represent what they do). You just need an element that represents your business and is unique and compelling enough to be memorable, and even then you don’t have to have an element - plenty of businesses just have a textual logo. However, logo elements that portray what a business does/provides can be more impact-full although not necessarily as recognizable or memorable.

For example, the re-brand that I went through with my FTJ, they wanted to signify spraying, movement, power, and technology. These were their visual goals. We ended up going with something similar to PWR’s logo, albeit recognizably different. It told enough of the story and kept things simple. It represented spraying and movement, and we opted to integrate power and technology visuals into the rest of our graphics and marketing pieces to represent those ideas.

You should also take color theory into consideration. The colors you choose absolutely affect the subconscious perception that your customers have about your business. It may be easier to represent “washing” and “cleaning” by simply changing your brand color.


Blue
Blue is the color of the sky and sea. It is often associated with depth and stability. It symbolizes trust, loyalty, wisdom, confidence, intelligence, faith, truth, and heaven, and produces a calming effect. Blue is strongly associated with tranquility and calmness.

Use blue to promote products and services related to cleanliness (water purification filters, cleaning liquids, vodka), air and sky (airlines, airports, air conditioners), water and sea (sea voyages, mineral water). As opposed to emotionally warm colors like red, orange, and yellow; blue is linked to consciousness and intellect. Use blue to suggest precision when promoting high-tech products.

Avoid using blue when promoting food and cooking, because blue suppresses appetite.

*Light blue is associated with health, healing, tranquility, understanding, and softness.
*Dark blue represents knowledge, power, integrity, and seriousness.


Green
Green is the color of nature. It symbolizes growth, harmony, freshness, and fertility. Green has strong emotional correspondence with safety. Dark green is also commonly associated with money.

Green has great healing power. It is the most restful color for the human eye; it can improve vision. Green suggests stability and endurance. Sometimes green denotes lack of experience; for example, a ‘greenhorn’ is a novice. In heraldry, green indicates growth and hope. Green, as opposed to red, means safety; it is the color of free passage in road traffic.

Use green to indicate safety when advertising drugs and medical products. Green is directly related to nature, so you can use it to promote ‘green’ products. Dull, darker green is commonly associated with money, the financial world, banking, and Wall Street.

*Dark green is associated with ambition, greed, and jealousy.
*Yellow-green can indicate sickness, cowardice, discord, and jealousy.
*Aqua is associated with emotional healing and protection.
*Olive green is the traditional color of peace.


Personally, I think you should keep your infinity logo as it will be more memorable. You may just need a different design of it to make it “stand out”. I also think that if soft washing and window cleaning are your services that “maintenance” isn’t the best word representation of those. But, that is my opinion and this is your business. Maybe, Infinity Low-Pressure Cleaning, Inc. or something along those lines. But, again, my opinion.

@Infinity, I’m more than willing to help you get the perfect logo designed for your business, free of charge. I’m the type of guy who would rather store up good karma through helping others. You never know when I will need help that others can provide me. Shoot me a message so I can give you my email and let’s make this happen for you!

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@Spraygenix

Your logos are great. You make them so no matter how large you grow, you still hold a professional more industrial image.

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I appreciate those kind words, Dustin.

That’s incredibly generous, thank you.

Tbh, I’m still on the fence as to whether it’s going to be just the slight refresh mentioned at the outset, or a full re-design like we’ve been discussing lately.

As far as the name goes, I like the sound of “Infinity Soft Wash”. But no one around here knows what that means.

Maintenance Services is a bit non-descript, but I hope to earn some trust and legitimacy with the Inc. at the end. At this point in the game, I’m not crazy about making a revision to our corporate registration just to get a different name next to the Inc.

I hope to convey enough about what we do in our other marketing copy, that it doesn’t matter so much that it’s missing from the name.

And this may be a little out in left field, but I think there’s also a chance that I can develop some subliminal rapport via word association with people who work in the maintenance departments of larger companies.

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All you gotta do is ask, I’ll handle it for you.

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That blue one above is sharp

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