WHO WE ARE:
GoodGuide.com has the biggest existing database of scientific information on the health, environmental, and social impacts of the products and companies people use every day. Using Good Guide, you can search or browse products of all sorts, from household cleaners to computers, see whats really beneath the label, and get expert advice & recommendations on products. Using this information, you can quickly learn the impacts of what you buy. We want to empower everyday consumers with the best information out there. Well help them find better products that represent their values, avoid products that are detrimental to their health, the environment, or society and enable them to take actions to help improve the world.
We are hoping for a diverse group of customers. We need to appeal to conservative, safe mothers who want a trusted rating agency, a la Consumer Reprots. But we also want to be cool, a hip young start-up that appeals to a younger generation looking to live their values. Our logo has to convey both these messages to both types of consumers. The logo must straddle the line between trendy start-up and established company.
WHAT WE WANT IN A LOGO:
We want a clean, simple logo that conveys trustworthiness, honesty, and authority, while not becoming too old-fashioned or stodgy. So far we have been working on the idea of a "Stamp of Approval" (see attached file below for some early drafts). This would allow our business to mature in the future such that the Good Guide logo can be a widely-recognized and trusted mark of quality. A clean logo with simple, recognizable shape/letter (see the g or g-squared examples) would satisfy this requirement.
WHAT WE DON'T WANT IN OUR LOGO:
We do not want to be pigeonholed as a "Green" start-up. We offer more than environmental ratings. So we want to avoid stereotypically green icons, like trees or leaves. Also, avoid the color green.
Additionally, we've been thinking of branding around the letter g (or g-squared -- see attached samples). But Google has done the same thing, around the lower-case g with a looped descender. Any logo designed around the g or g2 should be obviously distinguishable from Google.
Attached is a file with a few of our initial concepts. We like the lowercase "g" or "g2," as well as a "Seal of Approval" metaphor.
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