History of one logo

We want to share experience, as in a short time and with a small budget, a logo was created for a startup RENTMANIA - the marketplace for renting things.

How it all began
The logo was not created from scratch. Already had the original logo from the prototype, with a given image. But, since he has outlived himself and didn’t fit the new main page of the site at all, it was necessary to create something else - a quality and for a modest start-up budget (as always, it’s not expensive and expensive)

This is how our original prototype looked

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The logo embodied with us important ideas for us: environmental friendliness (therefore the green color was chosen), globality (therefore - the globe).
In addition, it was necessary to build up from the current competitor colleagues (Usarium, Arenrorium) at the time of the project creation:



All these conditions in the prototype were met. The problems were in the quality of the logo, typography and the metaphor itself, which was not readable in the context of the rental / rental of things and objects.
Here are the limitations we set when creating a new logo:
- there should not be a full address of the site, despite the location of the domain in the .ORG zone;
- the project has global ambitions, therefore, only Latin;
- the logo was created “live”, i.e. already introduced into the existing site and the updated main page.

Work has begun to boil

The first thing that needed to be beaten in the logo was environmental friendliness, softness and loyalty, which symbolizes green.
Then we worked on the rent / rent metaphor. To easily read that this is a rental of things and a mass product.

Here are some ideas born in the process.









All this did not fit.

We decided to stay on the phrase and play with color.



There were options where the letter R was played.



Attempt in one color and another version of frivolous inscription.



It's not that !!!

We didn’t like the variants of the letter R with a globe either:








Suddenly! Got attracted like ...



But we immediately reject. Too not serious and not clear.
It's not that. Out of desperation, they even wanted to change the name, but they thought better of it and decided to return to the first concepts.

Choosing labels.



The metaphor resembles a bullet on a map or a footnote / comment. We evaluate different options:



We try on the site:





We understand that it is pointless to beat the footnote. We decided to leave only the frame. And it was necessary to find a more acceptable color scheme.

Look monotonous options.



We see that further simplification is not necessary, we come to a logical conclusion of work.
Geometrically justify the decision. Based on the icon from the site.



We try on the site.





The option where the logo goes outside, everyone likes. It looks confident and non-standard. We stop on it and correct the color. The result is quite good.


It turns out some kind of print that you can twist, rotate, and it does not deteriorate, it can be sculpted on any image.

Logo Creation Terms
The logo was developed during the week in free mode, it was spent on 5,000 rubles for three (graphic designer, idea maker and manager-critic).

Result



How can I use

Can be used in black and white. Can be used in offline materials. And also - make a water sign.

What do you think?

I will welcome any constructive comments, comments and suggestions that are not related, as they say, with taste.

And, hopefully, our experience will be useful to you!