Have you ever heard of making soap out of beer? How can I persuade you to give it a try? Sometimes it takes only careful branding to sell a different Promotional Product. This month, we will go deep into the logo competition of 99 designs, the creative competition center, for the new logo of the company Commander Flex. Commander Flex is - you guessed it - a one-of-a-kind business that makes soap from beer (plus other ingredients).
The soap company says it needs an ultra-masculine logo, but with a funny sense of humor. Twelve designers provided the company with a wealth of logo designs and ideas, but only one designer fought his way across the finish line! Check out the three most popular custom full-color rally towels below. Who do you think is the winner?
While design #1 is not the best design from a designer's perspective, this is the only logo where a designer listens to a brand's request to keep the logo humorous. Next, I'll explore how the winning design can be visually improved, and how the other logos are dimensionless!
The point here is that if customers want a brand image that is humorous and fun, they are unlikely to change their minds. The company's goal was to sell beer soap and have a good laugh, and that logo was more important than anything else! The logo also gives a direct tribute to the beer used in the soap, with the buff mascot bubbling into a tall pint—both well-delivered and giggle-worthy. The mascot itself is a cool, rugged wilderness dude, probably a good reflection of how Commander Flex wants its customers to feel when using their product.
There are many ways to improve this design and make it work better for the company! The logo comes in over 11 colors, not to mention a very busy background on some of the letters. A limited palette will prevent your logo from getting muddy, where the colors mix together with little contrast. If you squint at the logo, the entire background of the circle becomes a single black. The same feeling occurs with any "shadow" color in the camouflage and design of the letters. This will cause unnecessary trouble down the road when printing -- and not just because the soap labels are small
Design #2 has many advantages - it is well rendered, has a dynamic and exciting design, and even boasts a great limited palette for printing and versatility. Still, design can't steal gold! It just shows how important it is to acknowledge the spirit of a brand and its overall voice.
Without any context, it's easy to think the logo might be a gym, a new protein powder, or even a tough new boot camp! It doesn't achieve "beer soap" all the way, which is something to remember! No matter how good you are at showing off your design skills, your logo needs to communicate with your wholesale Promotional Products and make an unforgettable first impression.
Design 3 takes most of Design #2's faux paus a step further. Once again featuring an intense color scheme and some cool art and design, the back up here is that our focus becomes on the shape of the mascot... And just how much of his torso is included in this logo! This Commander Flex design might as well sell a male energy supplement.
The design, which features bright red and black, combined with the adroit shape of the mascot, is immediately reminiscent of Russian Propaganda posters from the 1920s and 1930s. When dealing with potential design ideas, get them reviewed by different audiences to be better understand what your design is actively expressing or contributing to your brand. After all, you don't want your brand on a list of logo perspectives you can't ignore!
While Design #1 is not the most visually appealing, it pays close attention to the core concepts of the company's humor brand, making the competition dull. Commander Flex can further improve their winning logo by implementing the design strategy discussed above, including a palette of limiting logos! The other two logos, cleverly designed though they are, do not laugh at the competition.
Feel like you're ready to clean up your own logo? Or maybe you still want to look for more pointers from the Quality Logo Product®'s design tips in progress! Whether you're a soap company, a shoe store, or anything in between, I'm with you when it comes to great logo design.