Minnesota Legal Advice Online wanted to create a friendly, clean logo that was inviting users to enter discussion. I started trying to re-invent the wheel (chat icon/speech bubble), but quickly threw that out the window and started looking at a more novel way to incorporate them instead. Chat bubble logos are extremely overused for their common utility on the web, so it was very important to differentiate enough between the two.
It was difficult to turn something as chat bubbles into a unique logo. So I took a long hard look at the characters in the logo. If you take the negative space with the “a” and the “o” you can add a very small but effective point in order to reveal a speech bubble. Originally I had the “a” bubble facing the other direction and pointed farther down to fit the character better, but it looked like someone was yelling at the sky. Which is the exact opposite of what we wanted here. We needed them to be facing opposite directions in order to visualize a dialogue.
If we used serif fonts, the “a” couldn’t have a speech bubble, serif was officially out of the game on this one. In order to evoke the friendliness now that we were using a harder edged font, we incorporated some fun, but not childlike colors.
Discarded designs. As always, I believe it’s important to show the process, even the designs that didn’t work out. Here are a few of the logos that didn’t make the cut.
I actually really like this one at first, but it’s too much color, looks too much like a kid toy or game, and on top of that I used the spike of the speach bubble to anchor the “a” which sounded really good in my mind, but on paper, not so much. I didn’t show this logo to the client, it was too trendy, something every designer should avoid.