Our existing logo is somewhat dated and "weak" (see it at http://www.swimexpert.co.uk). We've tried having our web company come up with some new logo designs whilst working on the new website (based around typograpthy and different colours for the Swim and Expert) but still don't think we have got there. They've also tried a symbol or two to go with the text.
We are looking for something that is simple, clean and will be recognisable and versatile as it has to go on website, promo materials and also the staff uniform.
The key requirement is that it conveys:
- quality (not however too luxurious if this then conveys unaffordable!)
- athletic (perhaps this could come from the typeface chosen or an icon, eg like the Nike swoosh)
- expertise (we are a cut above the run of the mill swimming company)
- trust (parents need to be certain we are a company they can entrust their children to)
- accessible (we don't want our logo to be offputting to the broad range of customers we have in terms of age, gender, socioeconomic group etc)
We do NOT want anything "fun" or trivial even though lots of our clients are children. Having a fun logo is an easy route to go down but destroys all the above things that we want to convey - unless you can show us otherwise.
We imagine that our logo will be typeface with or without an icon that can hopefully convey some or all of the above. There are lots of large corporates and retailers etc with simple bold typeface logos and we imagine ours wont be a million miles from this. The logo does not have to shout "swimming" as the word Swim does that!
Its UNLIKELY that any winning logo will have a large detailed icon, we are looking for stylish and subtle and probably abstract.
Colour wise, blue is an obvious choice (and probably essential to fit in with our website revamp - screenshots attached) together with one or two other colours (perhaps grey/black for the luxury/authority feel)
I have attached a screenshot from our new website which is under development. The current website can be seen at http://www.swimexpert.co.uk (for ideas as to content but bear in mind the new site looks quite different)
Happy to answer any specific questions and we hope you all can help us get a great new look...please !