Based on the feedback we set to work trying to find a way to make the location tag more included in the logo. We found this to be a challenging task as we wanted to retain the core elements of the existing brand, to retain consistency and brand recognition from past events. However we knew that that the only way to do this would be to alter the shape of the original logo so the bar was attached to it or sat under it. We noted that one of the key problems with our previous solution was that it was too long and horizontal, when a good identity for the web should be rectangular/square to fit avatars, profiles and fit well on mobile devices.
After settling on having the location bar sit directly below the ticket we explored ways of including the stem of the speech bubble in some way without creating too much visual clutter.
Our final solution was to remove this element entirely, and instead use negative space on the location bear to imply the presence of the speech icon. This created a much more visually interesting logo, and met our goal of creating something which looked like an evolution of the core brand, not a revolution.
We were both much happier with this solution, and were glad to have gone through the process of responding to client feedback, as it definitely made us give more consideration to the design and produce a much more effective and future-proof outcome.
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