As part of the exercise of helping Date Ideas connect with their target audience of committed relationship junkies, we started exploring identity concepts. It was clear the existing logo and website was too sparse, the logo in particular an awkward shape as a whole with too many layers and unjustified nuance. The fine lines and general wispiness of the logo was also helping to slant readership, with a much higher percentage of women visiting Date Ideas.
We needed more colour to fill in the site. Simplicity to increase recognition. And a little boldness to help the identity man up a little and hopefully provide for some great swag in the future. Here’s where we ended up: