How to create a successful logo

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As doitwell’s attractions expert and blog editor, part of my role is telling the story of the company. It’s my job to convey the company’s spirit, what we like and how we can help improve guest experiences. 

I’m excited to be a part of this emerging story. It’s great to share my experience and those of the entire doitwell team.

Recently, during a coffee break in my home city of Rome, I chatted with Fabrizio Pepe.

Fabrizio is a graphic designer who has been part of the doitwell team since the beginning. This collaboration started in late 2018 when Nicole Cutrufo CEO and Founder asked Fabrizio to create the company logo.

Fabrizio has a rich work background spanning various elements of the communication channel. He has worked on the visual parts of projects both online and offline. And he’s also created websites and social media strategies. But Nicole’s request opened up a completely different opportunity. doitwell’s identity is grounded in improving the guest experience. This concept is well-known abroad but was something new in Italy.

For Fabrizio, this meant started at the bottom without any market research to see what competitors were doing. There wasn’t a lot of material to work with, but Fabrizio began creating this successful logo. During our chat, he explained the different phases of his work to me.

Inspiration often starts with a sample, idea or concept. The idea is not to copy but to be inspired by the ideas of other professionals. The key is not to copy. Instead, he needed to create something new to fit the customer, in this case doitwell.

Fabrizio described the second step of creating this logo as a brainstorming session with himself. 

He started by writing keywords on a blackboard. These were words he’d picked up in conversations with Nicole. He used these words to identify the shapes that he could the use in the logo. At the center was the wave that cuts and passes through Doitwell. This is a direct reference to the roller coaster that Nicole wanted to include in doitwell’s visual identity. 

He then moved on to digitizing his ideas. Fabrizio came up with three or four different proposals. Working with Nicole, he narrowed these down to two, before they agree on logo used by doitwell today. 

This design stage is a period of constant comparison and feedback with the customer. When Fabrizio arrives at the final step, he presents a mock-up of the logo. This helps the customer see what the logo will look like on a poster or on items like T-shirt or iPhone cover.

After listening to the whole process of creating the doitwell logo, I asked Fabrizio my final question. What would he recommend to those who want to renew their identity? 

Fabrizio provided the following detailed reply.

“You must always rely on professionals in the sector and never on those who improvise their work. Before meeting the graphic designer, the company must have in mind the objectives it wants to achieve. What is the target? What does the corporate identity need to represent?

To be successful and effective, a logo must be simple and clean. The name must be easy to remember, and there must be no complex forms. 

Design what works. A logo should not please the creator or the company that commissions it. A logo must work for the target audience.

I always use this example. I can create the most beautiful logo in the world, but if the product doesn’t sell, I’ve failed. If people don’t understand the logo and don’t see themselves as part that identity, then the logo hasn’t worked”.

Selenia Morgillo

Selenia Morgillo

Selenia Morgillo is an Attractions Expert at doitwell. Her specialty centers around providing doitwell’s Clients with the best experience. She focuses on understanding Attractions and how guests interact with them. Selenia is also an Art Historian, Tour Director, and Tour Guide in Europe. With her extensive studies in both the Arts and Tourism Management, Selenia’s unique background (especially behind the camera ) is what gives her such a curious eye for essential details and a passionate and soulful edge. On top of the formal arts, she has a passion for archeology, architecture, traveling, food, and photography. Born in a small town near Naples, Selenia currently lives and works in the “Eternal City” of Rome.

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