By on February 28, 2009

We want/need a logo, professionals have offered help and we’re going to take it. To play nice, we’re asking for the B&B’s opinions. It’s not a contest, though the winner will be given a prize. PriceWaterhouseCoopers isn’t going to drop by and certify the results and hold us to a winner.

It’s fine to not like something but at least be considerate of the people who contribute their time to this project. Please don’t flame the artists or the site. Them’s the rules.

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23 Comments on “Logo: a shortening of logogram from Gk. logos “word” + gram “what is written.”...”


  • avatar
    AGD

    I like the idea TTAC to look like the carbon fibre badges of my BMW, just remove the xbox’ red ring of death from the logo.

  • avatar

    May I add something from the hard-knock school of logo design?

    The best way to evaluate whether a logo works or not is to look at the miniatures above. Don’t click on them. Throw away anything you cannot read or discern when small. Or as we said in the business “Does the logo work on the clip of a ballpoint pen?”

    The only thing that halfway survives that simple test is ttac_logo, especially if the grey background would be gone.

    Also, a logo is a logo. A symbol. A logo is not a book. It doesn’t have to tell a story. It doesn’t need a slogan or even the URL. Look at http://republicacritica.files.wordpress.com/2009/01/best-logos-collage.jpg for some examples.

    A good logo is often simple and boring. It helps it to survive a long time.

  • avatar
    thalter

    The main problem with most of the submissions is that they are inherently cluttered by the need to include the long “The Truth About Cars.com” name. Unfortunately, you are not a well enough established brand to get by with just “TTAC”, so those that use TTAC must be even more cluttered by including the long version of the name as well.

    I really like the scales of justice logo. It carries the lengthy name fairly well, and more importantly, it really conveys what the site is all about. Most of the other logos with auto parts/signs/themes really miss this key point (that this is not just another auto site). All I would do to it would be to replace the VW bug with a less cheesy/more generic car. This logo fails the reduction/favicon test, but pretty much every one with the full name will.

  • avatar
    Demetri

    Maybe you should use a restyling of the mini fuel cap banner that shows up when you bookmark ttac. It was probably never intended as a logo, but it kind of works.

  • avatar
    enderw88

    The roundel would probably invite unwanted attention from BMW legal…

  • avatar
    dgduris

    TTAC – alone does nothing to grow the brand: potential newbies won’t know wtf it is.

    Don’t use TTAC alone!

    If there is no “.com” there is no call to action. If there is no call to action, this exercise is moot. “.com” is vital copy here.

    The “the truth about cars” with the differing font sizes a la what I desire below the “Warholed” photo of RF is the way to go…albeit w/”.com.”

  • avatar
    Bimmer

    Number one, please

  • avatar
    mikkeb

    I really like the 2nd one. I think it’s done very well. Fits the color scheme of the site, and I love how the magnifying glass that shows what the sports car is underneath also incorporates the worth truth along with it. Great idea, very clever.

    However, the the third one catches my eye too. TTAC, made on top of an Xbox 360 red ring of death? Interesting.

    I’m inclined to vote for the second one, but I do agree with some previous posters. It may be a little too ‘busy’ to be a simplistic logo like what you guys are looking for to be used on business cards and such. The first one may be easier to accomplish that, and I like demetri’s idea of taking the gas cap off that logo and making it the site bookmark’s favicon for the browser.

    Ok I’m done babbling.

  • avatar
    CarPerson

    Now you’re talking your language!

    Narrow the field to 24 of the old and new, put those up for a vote to narrow the field to eight, vote the eight and turn the top two finalists over to the pros for the final lap to the checkered flag.

    You will get the awsome win you are looking for.

  • avatar
    elloh7

    I fear the advice given by some of the professional designers among the readership was not heeded.

    Although color variation, gradients and shadowing looks pretty on the screen, rarely does it translate well to a physical print, especially if you’re trying to print on a budget. Screen printing especially comes to mind, which is what will be used if t-shirts and other cloth items are considered as merchandise.

    The logos above that are (in current iteration, regardless of software used to create them) that are incapable of being easily / cheaply screen printed: 1, 2, and 3.

    On a business card these would be no problem as most printers will be able to handle four color process printing for business cards. However, these full-color logos are not suitable for other items that require a form of screen printing or pad printing (transfer of 2-D image onto a 3-D object), such as ink pens, golf balls, or anything with a highly variable surface topography.

    While flash-bang gee-whizzery is all well and good, concentrate on the design. Special effects for screen reproduction can come later.

    All things considered though, some attractive ideas here.

  • avatar

    The scales of justice logo is appealing, even though it isn’t as simple as BS and others would suggest. I think it best captures the spirit of the site, even without motor oil dripping from the sword.

    The magnifying glass showing a different car underneath is very clever, but would be too hard to reproduce in different formats. There might be some use for it other than as a logo.

  • avatar
    KnightRT

    At first glance, I’m most impressed with 7 and 8, and the I think the magnifying glass idea in general is a winner. Even without “thetruthaboutcars”, it conveys the purpose of the site. I’m not keen on the gas cap, nor the BMW-alike.

    The scales logo is very clever and growing on me. Looks almost like a merit badge.

  • avatar
    Robert Schwartz

    I like 7 the one with the big magnifying glass / steering wheel.

    But, what ever you do, please do not use the one with the BMW insignia.

    Please.

  • avatar
    JoeEgo

    #8 with the magnifying glass. #7 is nice, but the font doesn’t match the site and probably gives the wrong impression of what somebody would reach if that was all they saw.

    Highlighting “Truth” and “Cars” is understandable, but highlighting the T.T.A.C. might be more effective for branding.

  • avatar
    Johnny Canada

    I’m starting to get logo-fatigue, but the “scales of justice” made me smile.

  • avatar
    like.a.kite

    fyi peoples, googlin’ TTAC has this site as the first result.

  • avatar
    Seth L

    The Art Deco one with the magnifying glass looks classiest.

  • avatar
    like.a.kite

    ‘thealter’ said: The main problem with most of the submissions is that they are inherently cluttered by the need to include the long “The Truth About Cars.com” name. Unfortunately, you are not a well enough established brand to get by with just “TTAC”, so those that use TTAC must be even more cluttered by including the long version of the name as well.

    This is incorrect.

  • avatar
    bodayguy

    I like No. 11, jdpttaclogo2.

    Honestly, and I submitted one logo and am not bothered that it was dismissed, but quite a few of these are … um … yeah …

    Bertel is right about logo design. I’m a professional designer myself; take the advice or no. You need something simple and identifiable at a small size.

  • avatar
    golf4me

    One of my UAW friends said that if you change each leading “T” with the Toyota “T” you might have something…of course I had to laugh, even though I don’t fully agree.

  • avatar
    durailer

    TTAClogo2. It works because it can be read at a distance, it’s simple and clear, it contains the entire name of the website, and it complements the minimalist graphic design of this site.

    Imagine using the black and white version on company letterhead… very professional looking. In fact, I think the black/white version reads better than the red/gray version.

    For a second choice: the scales of justice made me smile, and it’s well executed, but not as readable.

    The others are all either too graphically complex or don’t effectively convey what the site’s about.

  • avatar
    akitadog

    I think the best so far is jpdttaclogo2.

    I think it could use some slight changes, though. I’d replace the sword with a torch, as we come to this site to be illuminated, not to destroy.

    The artist may want to experiment with shrinking the lady by about 15% – 20%. moving her to the lower right, and see if he/she can’t fit THETRUTHABOUTCARS.COM in a continuous arc around the upper left of the circle/tire.

    Also try experimenting with maybe some basic spokes inside the circle/tire.

    My second choice is ttaclogo2, though I’d pick a slightly darker shade of gray.

  • avatar
    tappertrainman

    Of course, I vote for my own (ttaclogo), but in the interest of fairness, I also like the ttaclogo2 though I would remove the “.com”

    Perhaps this is just a reality of growing up in the internet age, but I find it unnecessary and redundant to put “.com” at the end of any logo. I would venture a guess that most large internet companies would like nothing better than to drop the “.com” as easily as they have dropped the “www.” in the past. As more people become familiar with the internet, the prefixes and suffixes are completely unnecessary.

    Think of how you refer this website to your friends. “I read something on The Truth About Cars the other day….” or “Did you see what TTAC was talking about today?” The “.com” is superfluous.


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