ZDONK

In retrospect, I’d estimate that we spent literally weeks discussing and deciding on our logo. Our graphic designer, George Mountis, had the impossible task of translating such phrases as “the robust rhino body feels like this is a solid animal, which is not something that I want to communicate. I have always like the idea of a sad, pathetic animal – actually a lot like Eeyore from Winnie the Pooh” (Zack Roth, August 27th, 2008) into new iterations which we’d receive and begin critiquing again…we are lucky and surprised he still wants to work with us.

We began with the logo used on our business plan and other promotional collateral as we progressed through our first round of financing and designed our prototype:

While this logo was, and probably still is, the most popular amongst friends and family, we struggled with its correlation to our brand (namely that we do not intend to make Disney movies and market to 5 year old kids). We thought it was too “cartoon-ish” and even had too much personality so we embarked on the wonderful journey mentioned above. I’ve attached a slide show that illustrates the progression towards our final logo…we definitely have a lot of potential t-shirts (and we even submitted a few designs to Threadless, a t-shirt design company). I’m sure you can imagine the absurdity of the conversations that got us from exhibit A to exhibit B but I still preferred that conversation to the TPS report I was discussing 6 months prior.

- Dennis