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The mark is iconic-alluding to a location pin icon, a “W” dropcap, a shining idea and even the dial from a machine. It reads well at a small size (as every logo should), and is extremely versatile with vertical and horizontal orientations to be used throughout the brand. While the other logo directions each had merits of their own, this solution is both sophisticated and utilitarian-friendly and professional. We continued to refine and narrow down the solutions until one logo emerged as the clear winner. While I certainly have my own understanding of Wonderful Machine, listening to other people who work within the brand each day and have a unique understanding of it was extremely valuable. Once I had concrete solutions that WM CEO Bill Cramer and I were confident in, we called a meeting with our entire team where I presented my creations and gathered feedback from our amazing staff members. I employed techniques like hand lettering and illustration, creating solutions that ranged from edgy and modern to playful and fun. Our New Logoĭuring the logo development process, I explored a wide range of stylistic directions, each with its own mood and focus. Armed with a strong vision and newly found focus, we got to work. We identified our strengths as well as our opportunity areas and honed our list of priorities to align with our business goals. We started with a comprehensive analysis of Wonderful Machine, our audiences, competitors and brands that have successfully created the kind of brand persona we were looking for. With a name like Wonderful Machine, it would be a crime not to create a graphic identity that would be just as distinctive and memorable. Our old website’s landing page – the photographer search interface

While our existing logo definitely had some mechanical issues that needed sorting out, the biggest problem was that it wasn’t distinctive or memorable:

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A very important part of my job here is working with photographers on their branding, giving them advice about how to present themselves (and their work) in the best light and letting them know when what they’re doing isn’t working. Wonderful Machine started out with a clean, simple logo that served us well over the years, but it was becoming increasingly clear that we had outgrown it. About a year ago, we set out to create a new logo and website for Wonderful Machine, and I’m here to share the journey that led us to where we stand today. Where form and function meet, is where the magic happens, which is exactly what we’ve experienced here at Wonderful Machine with our recently launched redesign. Each brand has its own set of problems and parameters, and while those may seem like restrictions, they’re actually what spurs innovation and memorable solutions. While that’s certainly part of it, the best design not only focuses on appearance, but on solving problems. It’s easy to think that branding is just about making things look nice.

Sparkbox dayton ohio