The look of this blog will change pretty soon, because Pete Cole at fffunction.co has been working on the MacGuffin visual identity.
We started this process with me completing an identity discovery exercise – essentially a questionnaire about how I see MacGuffin’s brand, values and visual identity in relation to other businesses, organisations and services. It was useful, because as a natural-born procrastinator, it forced me to actually make some decisions. Is MacGuffin rational or emotional? Edgy or safe? An occasional treat or an everyday utility?
Then Pete worked-up some initial logo ideas, ranging from the corporate, monogrammatic, to the skeuomorphic, to the playful… well, whatever animal the last one is. I guess it’s a MacGuffin.
Everyone involved in the project talked through these directions. Designs 1 and 2 emerged as the favourites.
Then Pete refined design 2, softening the edges and playing with colours and shades.
I liked the turquoise on black, but wondered whether we should play around with colour and shade a bit, so Pete worked-up some more options.
By this point, I was starting to loose any sense of objectivity, so I threw it open to the court of Facebook..
Number 8 emerged as the strong favourite, by a ratio of about 2-1. So Pete refined further and further.
And experimented with fonts.
So this is where we’re at. We’ll soon have both the logo and font design nailed down. Then we’ll move on to the wider look and feel of the website.