Designing the Logo and tagline

When designing the logo I had to keep the product we wished to sell in mind. The logo itself had to be related and memorable to the consumer. The logo itself had to be a symbol that would provoke a memory and an emotional response that would encourage a consumer to by the product.

Because we wanted to create a T-shirt that changes colour regardless of what kind of substance we used I felt that the Chameleon was the best creature to describe the product and its role. The Chameleon is a unique creature that has the ability to voluntarily change colour due to its surroundings and possible predators. Because it can change colour it has a huge advantage over its competitors and makes it vastly superior to other wildlife. Why not use the chameleon to sell the product.

I tried many variations and designs using photoshop. I looked at contemporary logos with the same sort of visual message. I eventually came to the conclusion that the chameleon would be the best way of creating a visual image that would be memorable in peoples' minds. The symbol itself was a straight forward blacked out logo depicting the silhouette of a chameleon. Now to come up with a brand name that offered the same sort of message and related itself to the logo.

I came up with several alternatives all of which described the product in some way. However, not all the names related themselves to the logo and some were boring in contrast to the logo itself. I tried names that described the temperature change as well as the element of camouflage. However, they never really seemed to best describe the product and were not striking enough to really sell the product as a whole. Then a break through. Looking in the dictionary I found a word that best described the product and was catchy enough to spark an emotional response. The name was Crypsis. This word is used to describe any animal that has the ability to voluntarily change colour. It seemed to be the best choice and was a word that best described the product as well as the audience it was aimed at.

As a group we decided that for the logo to work it needed to be constant, ie the logo itself must not change colour otherwise it would get lost in the T-Shirts change in colour. Instead we proposed that the logo remain constant with small sections of colour surrounding it would in fact change colour.

Here are the logos and brand names that I came up with using photoshop.