Gallerie Apex
Brief from client
Gallerie Apex is the biggest local footwear retail in Bangladesh, a South Asian country beside India. It caters fashion footwear to the mass, both male and female. The company has retail presence all over the country with over 400 outlets and is one of the most visibly recognized brand. The company's business has multifolded in recent times and it is about to start overseas operation in a few year's time.
At this point the management has decided to redesign the current logo and make something more simple, solid, stylish and easy to recall. A logo that can be easily used in shop signage and other communication media.
for current logo reference : http://www.apexadelchi.com/gallerie_apex/
The focus was to make a simple font with elegant color choices. These days, usage of too much vibrant colors is in increase. So I decided, instead, why not use the void of colors - only black and white?
To make it look unisex and stylish I tried a slick, tall font with subtle curves and minimal elements to make the perfect shape.
The letter E and X were joint to make it smart, and eye catching.
The previous logo was boxed, so I decided to make it open and give it a more contemporary look.
The logo design might look familiar. Because the inspiration came from some of the finest fashion brands of the world at present.
This is obviously not the final version. I really welcome constructive criticisms and suggestions on how to make it better.
20 Comments
fine, very fine line :D
Totally readable.
That's one fine logo.
Congrats.
great clean logo
Good logo!
I've always liked this type, but never seen it used where it works 100%. Anything more than 4 letters probably wouldn't work. It may be hard to recreate on a garment.
Dear 2423media, thank you for your kind answer. It meant a lot to me. To answer your doubt I can assure you, this logo is not going to be recreated on any garment. Since its going to be a corporate logo, it will only appear on print media (ie - newspaper, billboards etc) and shop signage. But thanx for the feedback. I will keep that in mind.
Love it
Quite different from its precedent.
This one looks better, obviously.
Just to take in count: is this one the one that better shows the —i guess— new philosophy of the brand to its current and new customers?
The past one looks very commercial and definitely lacking of taste, i don't know if is that characteristic appeal its goal, but you need to consider it.
The new one talks about evolution of the brand, does its customers as evolutionated as it?
Dear Darbo Scalante, Thanx for your comment. And to answer your query, Bangladesh is growing real fast and catching up fashion trends even faster than ever before. The recent entrance of different branded footwear companies and fashion houses will support my answer. And the taste of the consumers have changed big time over the years. The consumers, if not completely revolutionized, will be in a few years time. Gallerie Apex just wants to get ready before the wave hits.
Everything is good with the logo. I personally would make the lines bolder, but that is optional. For the first time I saw such pattern in London's tube. It looked something like this.
Dear Alpreacher, thnx for the comment. I will take your opinion into account and work further into it. And obviously the image you uploaded portrays a powerful display of such logotype. Hopefully will help me to update my creation
Throw the logo out of focus and see if it balances for you. I like the idea but I would want a bit more connection with the space around the strokes of the font. This may not hold up when reduced. It needs to be a bit stronger! Nice idea though.
Thank you kenandruk for your comment. I shall see what i can do. Could you please give me an idea on how to make the logo stronger without sacrificing its delicate edges? Because I wanted to give it a try before, just could not figure out the best way to do it
Love it! looks great when it's large, unfortunately when scaled down, those fine details and smooth curves are a bit lost. But you did a great job though.
Thnx grove 1189 for the comment. Any suggestions on how to keep the smooth edges intact even when I scale the logo down? Because, I have to ensure the logo remains exactly the same no matter in what proportionate size it is used
Well. I like it very much. I would like to be more recognizable. What I mean? I like that the lines are thin, but if you try to zoom out, you will understand what I mean. I will suggest make the lines stronger (not too thin). Please make that change. Will be perfect! Hope I helped!
Thnx vasiliostakos for your comment. Will keep that in mind and make the change if it really helps
What I see is that you erased a part of the text and that's it. I do not see a concept here, this thing has nothing t do with footwear. It looks like the parts are missing by mistake. Sorry, I do not like it.
Hi sabbir.vai,
Whilst I think this is an appealing logo, I will focus my comments on the potential brand implications of your design choices.
My first concern would be colour selection. Colours in culture can impact significantly on a brand, particularly in non-western cultures. Black in Hindu can mean evil (as in Asian culture) and anger, white can mean death and/or peace - have you done enough research or testing in to this? it could impact on the market(s) they intend to expand in to.
My second concern would be brand recall amongst multiple cultures. Depending on where the company intends to expand, what are the implications of advanced English typography in non-english speaking markets?
Whilst the concept is simple enough to understand primarily for english speaking cultures as well as those which derive their alphabets from Latin Script, I don't know whether the same would be true for other cultures?
My recommendation for a brand looking to expand in to multiple non-English cultures would be to either avoid typography (sticking with symbols), or developing a logo with both a symbol and typography (as their current logo does). Symbols can be universal, not tied to culture or typography, thus potentially more easily recalled.
I very much like the execution, but i am concerned it may not be suitable for your client's market(s). p.s. just my thoughts, maybe your client wants a western brand!
Thank you pixelsnpantones for your valuable and constructive criticisms.
I do think the points you have addressed are crucial. Some of the points did not come into mind while designing this logo. However, I want to share a word or two regarding my view of doing this.
First, the color pallet. It was a deliberate decision that I chose black. I found some 50 international fashion houses using the solid black color for better and simple usage. Though the cultural implication is different in our country but I did want to shift from the previous color for its widespread presence already. The red which was the previous color, is a very vibrant and powerful color for a logo. But I know at least a dozen brands in my homeland who use this color. Then again the brand is a serious mass brand, so I wanted to break the clutter with a powerful and unusual color and hence the black.
Second, English typography. you can be rest assured that English in a logo format can be well understood by our people. The previous logo contained English and the client's brief was also in the same line. and the market in Bangladesh is growing fast. The literacy rate is on an increase. Most importantly there is an absence of eye-catching smart logo which people might remember. So I thought of giving it a try.
But many thanx for raising your points. I will keep them in mind and come up with another execution if requires.