Exercise:
Find the worst possible piece of branding.
Now defend it:
The Detail Doctor is a car service company which gives your car the attention and detail-orientated service you'd expect. The logo has been designed to represent a car in need of a service, reflecting the types of services which The Detail Doctor can give by filling in the details and making it a fully functioning car again. In terms of type, Papyrus is a hand-drawn typeface and has been used in the logo to reflect the hand craft associated with servicing cars.
Now redesign it (in 20 minutes):
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| Ideas generation. |
Ideas behind this redesign were that the logo should just incorporate mainly type to communicate the brand. In this sense, the typeface used was one with bold, condensed characteristics, paired with a black and red colour scheme which was considered is typically associated with sports cars and other car servicing brands. The addition of the cross has been incorporated into the type in order to make this more playful and use the symbol as representative of a doctor or medical.
Feedback: The red cross looks a bit like the St. George's cross. This could instead be changed to green in order to associated it more with doctors and the medical side of the brand's name.
The aim of this exercise was to show that selling ideas is just as important from a business perspective as generating them.
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