Our return brief: 
We emailed this to our client and waited for a response.
We received their feedback a few days later.
- The first set which is angular but colourful is too angular – looks like a map of a country. SO the colours are nice but the angularness isn’t.
- we responded to this by taking parts of this concept and merging them with other parts of the other concepts. We kept the colour changing letters and threw out the angular shape made by connecting the dots of these letters.
2. There’s something about the angles and the advoc nature of the logo that I like. I like the idea of multiple different shapes and colours coming together to make a single form. I think the form needs to be clearer – it could possibly be a circle.
3. I quite like the dynamic logo variations – the angularness is backgrounded too
4. I like the three yellowed letters on the DRN that goes with the words on the animals page
- to respond to this we have kept the orange / yellow colours for the acronym DRN.
5. I don’t like the animals – I don’t think it’s appropriate to have animals in this context because we are trying to foreground the collective and the personal and animals don’t really represent that
- we completely got rid of this animal idea as it wasn’t what they wanted.
6. The yellow and black ones are definitely interesting but seem too ‘contrasty’ or stark
7. I quite like the three circles one as it implies the idea of interconnectedness but I think the lines of the circles are too thick and interrupt the letters.
- After reading this part of the feedback, we refined our Connection Concept by merging this concept with the Network Concept and the colours from the Mascot Concept. We also fixed the thickness of the lines so that they didn’t interrupt the letters.
Our response to their feedback:
POP COLLECTIVE 