Vertoz Logo Analysis & Redesign

Before

Analysis

After

It was August 2021. I received a request for a logo analysis. It was a logo of Vertoz (before) as shown above.

I took a very straight forward approach of explaining the logo (analysis).

All I did was...

1. Marked the areas on the logo to comment

2. Mentioned the visual aspects for each area

3. Described the psychological aspects for each visual aspect

This was a very simple to understand for the stake holders of the company. As expected they probably gauged the impact of the psychological aspects – no questions asked on the analysis!

I had also proposed a redesigned logo simultaneously. This was done with an approach of getting away with the undesired aspects largely, and principally, not deviating too much from the existing structural aspects of the logo. This was also done keeping in mind to design the logo based on golden ratio and golden sections.

I received one more information regarding the concept of deriving the multiple variant colours. It was requested to adapt colours from the sky during the sunset. We went on to experiment using colours from the sky when it was looking mystical, when there was a rainbow, when there were warm colours, and the colours from the existing logo. But from all that was presented, none was accepted – probably it was still an improvisation or rectification of the existing logo.

I decided to go all out and give them a more simplified logo that will have a large universal acceptance. After a week I proposed them my set of logos which were based on an all caps, black, sanserif font in black colour (consistent in all my options), stripes of different colours representing their diversity (consistent in all my options) with different size, proportions and placements.

Two logos clicked with them. The way forward was for an amalgamation. They now tried their hands on it with their internal design team fine-tuning on the logo. I was still involved for the 2nd opinion and for advising the necessary changes. The logos were sent to me for my expert comments. I commented on colours, on the sequence of the colours, and on the proportion of the colours, and the reasons why it was being fine-tuned that way.

The whole process took a month to and fro between us before it was finalised.

The result is the logo (after, above) you see today.

Check out on their websites and their social media for their business trajectory.