I expected allot more. I was hoping and looking for something at or near the level of Apple, but because it not I want provide some insight as well.
First of, I do think we need a logo, that is more friendly, less intimating less aggressive, and is softer and more inviting (it would also invite less trolling as well)
I personally requested quit a few logo contest myself where the winner gets something between 25 till 100 dollar first price.
I have spend quit some time in perfecting the whole process from need of a logo to helping my customers choosing the best logo for them.
I do get decent to good results with them, which I than sell to company's that need a logo. Most entry's can only dream of working at company's mentioned above that is why I am a bite disappointed,
The main problem creating a logo its not yet science (perhaps it will never be), but there are some basic's. I wanted to write down a few so it would help other make a better decision.
1) Branding. branding comes from burning in, basically you want to be able to burn in the logo into peoples minds (test to check it the logo is easy to remember, just look at it for about 2 seconds than close your eye's and draw it in your head, which one you can do the best is the winner)
2) Color use. In General a logo has primary and secondary colors. This make a logo easy to read and understand, going a bit deeper into it, the more color's you use the more a viewer brain needs to concentrate. The science behind is continuing to evolve, for instance putting your screen's on night-mode is becoming more and more widely used. For most people this not a problem at all, because most of use have good eye's and brainpower (we use a special part of the brain to make sense of what your viewing). None the less it puts some strain on it. I am quite sensitive to it and the Ogilvy logo actually give me a tingling in my brain,it would probably give me headache if I would be focusing on it for a long time.
3) Legible, the logo needs to be legible from favcon all the way to billboard
4) distinguishable from your competition (all other coins)
5) If a company/foundation/DAO is planning to remain in business for decades (which we are) the logo should have room to grow (very well displayed by Damian Walker
) its soon not be something that just something that just fashionable (like tribal tattoo's). I feel quit confident that the Ogilvy is actualy just that something fashionable
Can you make out by it's logo that it does ? not very likely as crypto as currency is still a brand new concept, but "Digital Cash" slogan certainly is (which why is wish to use slogan's when ever needed) Have both logo, and the name, and a slogan is often a bit to much to be displayed, Just a word, with the logo build into it and the slogan is superior. The double D needed to be explained, no body got it before they explained it, this a definite no no, unless we want to be cryptic but we want to be easy enough for our grandma's
At any-rate Ogilvy failed in all the test above(@Walter
read my points), which comes to me as a complete shock seeing they are topnotch in their field. (please do them for yourself)
If I have to choose between current, and these two, Tharp & Clark is the clear winner
* I thinking about just doing my price contest which I pay out of my own pocket (not sure I should because I don't want to add to the confusion)