We don’t often get to design a logo for a new business, so this was a fun one — new business logo design is more art than science, and, when you throw in a branding board, things start to get exciting.

pop-_-go-logo

CLIENT

Pop & Go Weddings

DATE

April 2016

WEBSITE

Popandgoweddings.com

SKILLS

Logo Design
Branding Development
Branding Board
Style Guide

Let’s start with some stats.

The average cost of a wedding in the DFW area is about $29,000 (believe me when I say this: I know this painful figure to be true).

Obviously, this is a problem—which is where Venetta comes in. A long-time resident of the area (and one of our biggest fans!) Venetta saw in this wedding pricing madness a problem that she knew needed to be solved.

Few people can afford this kind of a price tag (or the debt that certainly follows), so she had an idea—pop up weddings. Pop up anything is all the rage these days, so why not apply the same principle to weddings?

It’s a beautiful solution, falling somewhere in between a $150 justice of the peace and a $30,000 extravaganza. The genesis of Pop & Go Weddings was this—a reasonable price for a small, beautiful wedding (and you just leave all that pesky planning to her!)

But building branding elements around this idea presented a challenge.

But first, take a look at this logo—beautiful, ain’t it?

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THE PROBLEM

The main problem is that the year is 2016—weddings aren’t what they used to be. The wedding industry is booming, and you’ve got more players in the game than you can shake a whole bundle of sticks at.

Many of them are targeting a very particular audience—the bride. What these industries fail to realize is that men are often involved too (they might even be the primary planner!)

Add to that the recent boom in same sex marriage, and you’ve got a wide variety of audiences, all of whom need to be targeted.

The traditional feminine slant to the wedding industry would have to be chucked out the window if she wanted any hope of reaching them all.

So how do you mix masculine and feminine and still appeal to the main audience of brides?

That’s where we came in.

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THE BLUE STEELE SOLUTIONS

There’s nothing simple about appealing to multiple audiences—you always run the risk of appealing to no one. However, when managed properly, it’s certainly possible. We began with Venetta’s vision.

She had a good idea of the color scheme she wanted—in fact, she was inspired by her recent nail appointment to pick a palette! (If picking your color palette from your nail polish isn’t the most spirit-of-the-wedding thing I’ve ever heard of, I don’t know what is).

We already knew before we even started that Venetta was awesome—this was gonna be a fun project.

The colors she brought in were mostly primary and secondary—a blue, a dark blue, a red, and a yellow—and they gave us the perfect place to start. We sat down with her and started to talk branding—and we learned very quickly that her brand was about as far from corporate as you could imagine.

She wanted something that was fun, fresh, and playful, something that brides and grooms alike would find appealing, something young, hip, and totally opposite of the traditional wedding.

 

THE BRANDING BOARD

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THE LOGO

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As you can see from the initial concept, we fell in love pretty quickly with a particular style, something more along the lines of a comic book than a corporate pitchbook.

But that doesn’t mean style goes out the window—the minimalism fad is all the rage these days, but that will fade eventually, and all that will remain are logos that are unique, that stand out.

And that’s exactly what we gunned for—something with a feminine slant that still appealed to the masculine side.

After showing our initial concepts to Venetta (which she obviously loved), we went back to the drawing board (literally) for round 2. Two logos especially spoke to her, so we tried a variety of combinations, as you can see from the process image above.

Ok, things got a little crazy on the second round, but we really wanted to get some motion in there, make that logo move.

After some more feedback and a better idea of the direction Venetta wanted to move in, we ended up with this logo.

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Combining elements from the best of all logos, we came up with something directly out of a comic book—with all the colors to match!

The subtle pattern behind the logo speaks to a bygone era of pulp comic book printing, something that targets a portion of the masculine segment of her audience.

But we didn’t forget the feminine side! Bright colors (and a focus on the most important part of the wedding, the ring ???? ) allowed us to appeal to the segment more likely to initially contact Pop & Go Weddings.

We tied it all together with a big funky ampersand. Using multiple fonts in a logo like this was a challenge, but we managed to weave them together in such a way as to make the contrast of one font the complement of another.

It’s super complicated I promise you.

In the end, Venetta was happy (which means we were happy!)

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