Burro Identity Development 1st Round Feedback

Thanks everyone for your feedback on the 1st round of Burro brand identity work. Michael and I considered it all as he drilled down with Maria and Tatiana to distil the following direction for the next round.

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From: Michael Connell
Sent: Wednesday, September 10, 2008 11:35 PM
To: Maria Gaviria; Whit Alexander; Tatiana Redin-Wyden
Subject: 1st Round Feedback/Direction

Burro Team-

After several discussions, I wanted to quickly summarize so that I ensure that we are all on the same page.

General Comments

Strength seems to be a fairly consistent element throughout all of the executions. Although strength important the execution here is often too strong or aggressive. The burro begins to take on qualities of a trojan horse or a god like image.

Simplicity: Another adjective that seems to be important is simple. In fact simplistic lines can help give strength without adding the aggressive tone. We are targeting the 3rd world consumers to help them "do more". The people may not considered poor in their social circles but they usually come from simple backgrounds. Therefore any ornate decor or hints of royalty should be considered taboo. Think Caterpillar rather than Chrysler. Simple, industrial, strong and steady.

Approachable... Burro must be mans friend. Not in the social "friend" sense but as a partner to help him get things done. Trusting and reliable... Think banking institutions, the red cross, Caterpillar or even Volvo. A trustable support provider that helps you "do more" and is reliable.

Round 2 - Primary Focus
Opt. 02 - Iconic, functional, strong yet too aggressive and ornate (sharp points). We feel that this is a great foundation or direction for the logo it we can make some critical adjustments and achieve the targeted consumer experience.

Icon Direction:

Approachability: Although the icon feels strong, it has gone too far making it very aggressive and almost a symbol of a warrior. The sharp aggressive edges and overall outlook need to be toned back so that it still feels strong, trustable and reliable but without a violent edge.

Reliable Worker: "Do More" implies work! Although this is too big of a story to tell in an Identity, the more we can integrate it into the symbolism the more successful the ID will be. The bigger risk is creating a symbol that represents a majestic Burro. It is not a majestic animal and that is partially why it works so well. The burro is considered to be a hardworking partner of "man". There when you need them and willing to do what it takes to get the job done. Also considered to be smart, strong minded, willful, etc. Subtle hints of work should be integrated into the design.

Round 2 - Secondary Focus
Opt. 06 & 07 - Iconic, strong, type lock-ups are strong but functionality across variety of application is limited. Animal resembles a horse more than a burro and scale will likely become an issue when it is applied to products like batteries.

Further Exploration:

Horse vs Burro: Modify design to become recognizable as a burro.

Work vs Trojan Horse: Explore attributes of work (i.e.: halter, packs, saddlebags, harnesses, etc) and downplay the aggressive overtones.

Light: The addition of the sun was a nice note. Providing the idea of light, renewal and hope, however in application this may overcomplicate the symbol and diminishing functionality. This is something to consider in the next round and possibly use this element only in specific executions (i.e.; Signage, Stationary, etc).

Other Topics

Type Direction

Although typography was not a primary focus in the first round and it is critical that the type be chosen based on the final icon, some feedback based on what was presented might be helpful...

Foundation: Stable, simple and strong but not too basic.

Character: Some sense of personality, craft and/or human touch. Again this will help with approachability and trust.

Texture

This should be explored more once the symbol and type are further along.

Time Table
Monday the 22 is the planned delivery date for the next round

If I missed anything please let me know ASAP.

Looking forward to the next round of awesome work! Thanks all!

Michael