Happy April Fool's Day!
By Paul Nguyen
For our April Fool's blog, we thought about announcing a photo tour to Mars - but what would we do if someone actually signed up? And how would we even price the airfare? All these ethical and moral dilemmas led us to dial things way back. What we do offer you instead, as we go super-conservative, is perhaps equally useless - but you might find it interesting anyway.
We give you: The Evolution of the BlueHour logo. As one of the founding members of BlueHour, this was definitely a trip down memory lane for me. Until I decided to pen this post, I'd honestly forgotten about the earlier incarnations of our logo, and how it had matured from its early days in a scrap heap of vector parts to the handsome standard-bearer of photo tour excellence that it is today.
When Lauren, BlueHour's other co-founder, and I started the business, one of the first things we knew we needed was a snazzy logo. After all, something has to go in the top left corner of the website template to make the annoying "insert image here" go away. Since neither of us fancied ourselves much of an artist, we enlisted the help of my favorite logo design business, Sleek Logos, to create some concepts for us to get started with. All we gave them was the name of the business, the type of service we were offering, and the general idea that we wanted the logo to incorporate a photograph of ours in the middle of a lens. The first batch of designs came back looking like this:
So the way the logo design process works at Sleek Logos is four different designers give you four different concepts, and then you pick one designer to move forward with to further refine the concept. Gerome, it looks like you are our fave. We really liked the concept of the simple camera outline, and wanted to explore it further. But we thought the image inside the lens was too bright and distracting, and wanted it more subdued for Round 2.
To make it a truly great logo, in my opinion, there was still something missing. I thought, instead of a photo in the middle, let's a have a graphic, or vector, of our image. That would simplify and modernize the concept by a great deal, and also make the logo much easier to reproduce in printed material. Gerome, see what you can do for us.
We thought that having the graphic inside the lens instead of a photograph was such a great leap forward that we decided to seal the deal right then and there. So, believe it or not, the second revision of the logo is what we purchased from the designer after two weeks of deliberation.
But you're saying, "The color -it's all wrong! It's not BlueHour's blue!" Right, the final teal blue that we chose was added by yours truly. We decided after putting our logo up on our website and other online materials that it just didn't "pop" enough. The navy blue was too dark and wasn't distinctive enough. We wanted the brand and the color to be synonymous, so we chose our final color based on the color of photographs that we'd taken at the actual blue hour, like this one:
And there you have it. A quick color swap in Photoshop, and we arrived at what has become our current logo design, and the one that will hopefully carry us through the next few years at least. Of course, all logos evolve with the times, and what now seems contemporary will one day seem dated. So who knows what our next logo will look like?