Spree Commerce

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Rejected Logo Options for Spree

Posted on July 20, 2012 by Sean Schofield

Over two years ago we asked our friends at Dynamo to come up with a cool new logo for Spree. They came through with the awesome logo that we all know and love today. I thought it would be fun, however, to look back at some of the other options that were also considered.

Option 1: Woosh Cart

From the designer:

This speeding cart is an iconic way to represent a fast, efficient check-out system. The logotypes’ form compliments this thinking, being efficient and communicating clearly without unnecessary detail. The rounded edges give it a modern and human feel and the simplicity of the form makes it both ownable as a unique brand asset and easy to reproduce in any resolution.

Personally I thought it looked like someone giving me the finger. Once I saw this I could not “unsee” it. It looked a little better with different color scheme and embedded in a circle but still not what we wanted.

Option 2: Rocket Cart

From the designer:

Taking the speed notion one step further – one giant leap if you will – the introduction of the flames adds both a more humourous, exaggerated and youthful dimension that also reinforces the notion of transactional efficiency and best-of-breed performance. It’s a memorable brand icon with personality that communicates brand confidence.

Again, pretty interesting but this time it looked like the cart was farting.

Option 3: Emoticart

From the designer:

This logotype communicates so much in such an efficient package – in a similar way to the ubiquitous “and you’re done” – but what it highlights most is the idea of satisfaction. Satisfaction is a key concept for shoppers, and it directly translates into trust in the online world. Consumer trust builds brands, and this Spree identity is in a universal graphic language that is perfected for the industry and medium. The product is on your mind and in your cart, and before you know, you’ve got it. And that makes a whole lot of happy. The typography remains understated and simple, to compliment the idea.

I immediately smiled when I saw this one. At first it seemed perhaps to bold of a choice but the more I looked at it the more I liked it. Other people told me they liked the Rocket Cart but I hated it. I didn’t want a logo that I personally didn’t love myself. We were a little worried though when we found out that most women we showed it to seemed to hate it.

The Final Result

We decided to let our customers decide and they universally loved the Emoticart so that made the decision easy. We worked on the color scheme and font and came up with the result that we all recognize today.

Every once in a while my wife will see the current logo and say to me “you should have gone with the ‘farty cart’.”

Vote Now!

So what do you think of the Spree logo? Visit our Facebook Page and vote on whether we made the right choice or whether we made a big mistake.