Clean — Logo Redesign

Still in progress! I’ll be updating the article as I go.

Background Information: Wayne became President of Meurice Garment Care sometime in the 80s. He runs to other companies in the industry. One of the services helps to clean linens and the other one focuses on tire and water restoration. These services all are housed in one place. He wanted to expand his services to cover the middle market as well. Clean is a service marketed towards people in New York (working families with dual income, business people, people on the go) who don’t have the time to do laundry themselves. It’s for people who can afford such a luxury. They estimate that the average customer would spend about $80 a week on laundry or $4k-5k a year. They definitely want to cater to high-end customers.

Clean prides itself in being an eco-friendly service. They make sure to use just as much water as they need and send out hybrid vans in particular to pick up and drop off clothing.

06/09 I had a call with Lynn today to discuss the details of the logo redesign. Currently, the logo looks like this. It makes use of thin and tall letters. The green signifies being eco-friendly. The care instruction symbols are placed below the name of the company, indicating that this service has to do with dry cleaning and laundry.

My thoughts so far are that this logo is way too complicated. There are lot of things going on just in this one image. There are a lot of symbols that need to be deconstructed. The logo should be quick and easy to get and should be concise in its meaning. This logo currently doesn’t do much. It doesn’t really draw me in. During the call we talked about how the logo should feel inviting and warm. It also should be catering to a high-end audience.

There are a lot of hard edges in this logo…which is not what we want. Also, with the current typeface, the word looks like it represents a clothing brand not a service necessarily. When I look at just the words, I think of brands like Calvin Klein and LOFT.

I started to look at a bunch of different typefaces. At first, I thought maybe something more round and playful would be better. It would market itself better to a younger crowd. But after talking with Lynn, we concluded that we should still stick to something that speaks to a somewhat older crowd.

For a younger crowd
Beginning to look at serif typefaces to go for a more elegant look.

I’m now leaning more towards the typefaces in the bottom row which definitely give off a more elegant feel (especially the last two ones on the right). Butler seems to be a good fit for what we’re going for. We want something that is classy and elegant while still being bold and fun.

After researching typefaces, I chose to think about the graphic elements that will accompany the logo. They would like to still incorporate the symbols in the logo somewhere but I’m hoping to move away from that. I’m not very familiar with the care symbols and the history behind them so I chose to do some research online about them.

I showed a couple of people the symbols that are beneath the word CLEAN. They all could figure out the iron but couldn’t figure out what the others represented. I did some further research on the symbol meanings and also on a competitor’s logo. The company, Cleanly, which offers a similar service has a simple logo: a C with a line underneath.

The line underneath the letter symbolizes “gentle cleaning”. I still find this logo to be problematic because people might not get the meaning right away. They’d have to do further research as well. That’s when their logo kind of falls apart. How would I know it has anything to do with laundry?

The meaning behind these Cleanly t-shirts are vague…people don’t get what it means right off the bat.

06/10 Today, I started to play around with the fonts that I had settled on yesterday. I tested out Butler and played around with some of the colors we had talked about (light/dark blues, greens and gradients).

The seafoam green that I tried in the first option looks almost identical to the one that’s used by Cleanly, a competitor to Clean. I then tried out a blue gradient and a darker one. I’ve been leaning towards blues instead of greens cause it has more to do with water.

I made a really low fidelity mockup of a clothing tag to test out this idea for the logo. I’d still like to move away from having to use the care symbols. It’d be nice to represent the same message in a different way.

“Handled with care” could be an interesting motto to play around with since it does the job of communicating what Wayne wants while also having to do with the act of washing/dry-cleaning directly.

I’m happy with where this concept is going but know that I need to make much more refined mockups. These illustrations definitely may pass for the fact that they are tags but overall, I don’t think they communicate that this has to do with clothing in particular. At the moment, they sort of look like napkins and bags without strings. I decided to dig a bit deeper and do some research on differently styled clothing tags.

These two are sort of the generic ones that I would think of. People usually see short and stubby tags or long ones. I think adding in some stitching to the illustration on the logo might help communicate that these are tags for clothes and not for anything else.

Then I started to look at more unique tags. The details in the shape of these tags help them really stand out.

I developed some more refined mockups after checking out the different kind of labels that are out there (pictured above). I began to incorporate

Still exploring blues and tans
Moving to black and beige. Trying out other typefaces.

06/13 Quotes and feedback from meeting with Marlene and Wayne:

  • They don’t mind taking out the care labels from the logo. They agree that a lot of clients probably don’t know what the labels indicate or what they mean. Currently they have an info card that they hand out to customers.
  • “People don’t really look at care labels. You bought the shirt cause you liked it.” It may not matter to the customer but it definitely matters to them as business owners.
“We were trying to come off incorporating what we do in the logo but maybe we don’t have to. Maybe we define it separately from the logo.”
  • “If you google the words ‘dry clean’ and look at the images, you’ll see a lot of clothes on hangers.” This is not the direction we want to go in. It’s too generic — unoriginal.
  • They generally liked the word written in script. Prefer the explorations where “clean” is written in lowercase.
  • We don’t want to incorporate a hanger in the logo because it’s too expected and is going along with what other people are doing.
  • Definitely don’t want gradients. It makes the logo too busy. “Clean should be clean.”
  • They want to incorporate the words “dry clean and laundry” somewhere on the logo. I think it might be more unique to use “garment care”.
  • Might want to hold off on using “handled with care” as the motto in the designs because we aren’t sure if that goes with the image and branding we’re trying to craft just yet.
  • How would you describe Clean in your own words? “We’re creating a level of service that’s in-between the ultra high-end market and the crummy low-end market. Clean is a mid-tier brand, kind of [like Emporio Armani]. We’re looking to give amazing cleaning and amazing customer service. We’ve realized that our high-end brand has limited growth because of price restraints. We feel that people will pay more than what people will pay for good quality and customer service.”
  • Don’t want to be considered a laundry service. Want to be considered a laundry and dry cleaning service. Coined the term garment care to keep it simple. We want to go back to the basics.
  • Clean is simple, easy, refreshing, crisp. It is the antithesis of walking into a gross dry-cleaning store.

Who is the target audience in your own words? “We’re really not looking to target [millennial] although we won’t ostracize them. We’re looking for stable people…families for the most part…Our ideal customer is — married, living in Manhattan, kids in private school, house out on the beach…”

Outside feedback: In favor of the serif fonts because they communicate that this is a serious brand and one that caters itself to high-end markets. They take the brand and service more seriously.

I’m not going to give my clothes over to a brand that markets itself as young and fun. I’d want something that’s serious.

MR PORTER is famous for their customer service and care. They pay so much attention to detail in how they ship your order. They make it an intimate, luxurious and personal experience:

“They make you feel like you’re the only customer in the world. They make you feel like you’ve given the clothes your full attention.”

They market themselves as the “online style destination for men. The MR PORTER channel is the go-to resource for all a modern man’s needs.” We could definitely look into how they brand their whole shopping experience.

Image of the packaging that MR PORTER uses.

Questions for the team: Why do they like the curly font better and do they believe that that would do better for a high-end audience?

Next steps: I’m interested in exploring more script-like typefaces but I think they need to still be elegant in their design. I worry that they may be too playful and childish. I hope to try out some new typefaces next time and also some different colors for the tag. I may try to move away from the beige for a bit to see if there are any other colors we’re missing. I’m not sure that the beige currently communicates “fresh” or “crisp”.