Admit it. There is a distinct awesomeness that IS Havoc K9. I spent a lot of time thinking of the name and tag line for this organization because I believe brand recognition is extremely important to the success of any business. Not only is Havoc a kickin' name and fun to market, it's also the name of my beloved Great Dane Odin's grandfather. The tag line "Cry Havoc and Let Loose the Dogs of War" is an adaptation of a line in Shakespeare's Julius Caesar and it spoke to me when doing some research with Grand Master Google. I think of patrol dogs on our city streets as going to war each time they and their partners are on duty. I can also imagine everyone screaming this as a war cry when the Zombie Apocalypse happens and we're overrun by the walking dead.
So what does all this rambling have to do with anything? Our logo is complete! *doing happy dance*
I've shared this story with the amazing graphic artist who created this awesome piece of work for us. We discussed the logo as a muddy paw with a skull incorporated within it. I knew he was an amazing artist and gave him a lot of creative freedom (i.e., I was lazy and had no clue what I wanted) and after a quick sketch of a few ideas, I chose one concept and turned him loose. When it was given to us, I waited all day until my husband could open the e-mail with me to see it for the first time. I knew I'd take one look at it and, with tears in my eyes declare: "THIS is Havoc!!"
We opened the file and all stared at it. Speechless. We weren't in love.
I expected it, oh...more "skully"? But it was fairly simple. More paw then skull. I cocked my head from side to side like a German Shepherd hearing a high pitched squeal trying to determine what it was that I didn't like. We did some quick, impromptu focus group viewings with several neighbors, family and friends. Interestingly, we found that men between 20 and 40ish could clearly see the skull embedded within it. Girls? Not so much. Do you think it's because of the gaming background of the men? It was an interesting outcome, regardless. Results? Boys loved it and immediately connected with. Since that is our biggest demographic of customers, I figured it could be great with just a few tweaks.
So we sat down and picked it apart trying to figure out what was wrong with it. The more we looked and pulled it apart, the more we started falling in love with it. The simplicity of the design, the perfect splatter patterns, the curve of the skull's jaw bone and the fact it was focused on the "dog" aspect of it more than the skull aspect was awesome. I finally sent back an e-mail to the artist and gushed over how much we loved it.
It was my expectation of what I was anticipating that threw me off. Once I shed those expectations and saw it for what it was, I completely understood what I was looking at. I was able to fall in love with what it was...not what
I thought it should be. It was a good lesson that can be applied to more than just wicked cool company logos. Let people be who they are and love them for it. And for those of you trying to blend in... be the rockstar you know you are. "To wish you were someone else is to waste the person you are." - Ricki Draper*
*The quote is really from "unknown" but since no one is stepping up to claim it, I have dibs. Why? I'm a rockstar, baby.
Thanks, J. <3