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HomeMy WebLinkAbout13. 23187 VLMD Brand Identity Poll_May_RESULTS RESPONSES REFLECT VLMD BOARD MEMBERS ONLY 10 VLMD Board Members completed the poll Jana Morgan Douglas Kessler Theron Gore Kim Fuller Randi Weingartner Patrick Davis Lianna Moore Jonathon Reap EsmarieFaessler Sam Biszantz SUMMARY OF RESULTS: Logo: Logo 1 Logo 2 Logo 2 was considered to better represent the brand personality, the re-brand objectives and be more distinctive when compared against the competitive set. Both logo versions were considered to be more legible than the original sketch version, with Logo 1 receiving 3 more votes than Logo 2. Logo 2 Alt version was preferred over Logo 2 (by 2 more votes) Only one Board Member believed an entirely new logo should be explored. Open Remarks: While Logo 2 is more flowing, progressive, unique and possibly for some people less obvious than Logo 1, my concern is that Logo 1 seems just to be just fancy typeset whereas Logo 2 captures more of Vail's essence in my opinion. I believe "you'll know, if you know" when it comes to this logo and the peripheral items namely the photo assets and DiscoverVail.com will provide additional clarity if any is needed. I don't have any concerns about logo #2. I believe that this is the clear choice. Visual Language: Option 1 Option 1 Key elements of this design option: Smaller logo Graphic element = Weave pattern No gradient in logo Key elements of this design option: Larger logo Graphic element = logo (no weave) Gradient incorporated into logo Overall, option 2 visual language was preferred, 7/10. The Board Members were split 50/50 on whether the “weave” pattern should be part of the visual language. All, but one Board Member believed the brand identity should reflect the Tyrolean influence found in Vail. Majority of Board Members felt more comfortable proceeding with Logo 2 and Visual Language option 2. All Board Members felt confident explaining to the community how the brand identity was derived from the Brand Platform. Open Remarks: The raised "V" in the alt #3 emphasized typographic symmetry, as most type faces maintain this sort of relationship - I suspect this is the reason the thought was raised. I think this is not an aspect of the mark that we want to emphasize. Revisiting these logos, I again steered away from logo #2. I like the color options of the visual language presented on #2, but I feel the illegibility of #2 will be no well-received. I do think #1 is a nod to the roots of the Vail brand and alpine heritage while moving forward progressively. The question about the weave was yes or no. I like it for certain applications and not all. But I do not feel strongly about having it be a part of the brand platform. Also, Sam wasn't present at the meeting where these were presented and as our Town Council representative, I'd like to hear her opinion before proceeding. You guys are awesome. Amazing work!! Visual language shouldn't require so much explanation Brand Tagline: Together at the peak Welcome to the wonder A moment of forever Find your altitude Live the unforgettable When asked which Brand Tagline does NOT reflect the Brand Platform, “Together of the Peak” and “Welcome to the Wonder” were considered the weakest, followed by “Find your Altitude” and “A Moment of Forever”. “Live the Unforgettable” was the clear preference, with 9/10 Board Members selecting it. Majority of Board Members do not believe a Brand Tagline is required (7/10) Open Remarks: Together at the Peak appeals from the "togetherness" aspect, but the peak is too elitist sounding and concerns me given the challenges faced by residents. Welcome to the Wonder sounds too much like an amusement park, despite the "welcoming" vibe. Find your altitude is just a bit too edgy and may not resonate well with international translation. Also while altitude may be a substitution for "attitude", I think it fails to recognize we are a valley with fishing, golf, biking, arts, etc. that do not necessarily correlate to the word "altitude". It's not that they don't reflect the brand platform. They are just not strong enough to support the entire platform AND end up detracting from it. These that I've selected [welcome to the wonder, a moment of forever] seem too fleeting, only for a visitor. It needs to resonate with locals as well. Inauthentic None of them are inspiring or memorable enough to represent the Vail brand. Having a tagline is not necessary, but could be of added value when it comes to promoting the TOV. The tagline needs more work in my opinion. While I would be comfortable justifying the Vail logo, the tagline is not quite there yet. It needs to be community inclusive, vibrant, promotional, memorable, etc. This is a challenging task and I would welcome more input and ideas on the subject matter from the team. I would not use any of these as a tagline per my comment above. I think just "Unforgettable" could work for the brand essence. It's simpler, covers more ground, and isn't as boastful. Live The Unforgettable is a great brand essence for Vail, I think, but unless it really fits with this brand rollout it doesn't need to be included. Basically I think that if we're forcing the logo and a tagline to go together, we should hold off on the tagline. That being said, logo #1 has a great nod to the "unforgettable" past we have here in Vail, while also creating excitement about a progressive future, so I think logo #1 and LIVE THE UNFORGETTABLE do fit together. I think logo #2 is too modern and edgy and doesn't feel as lasting, as unforgettable. Thank you!! If we're not 100% in on one then I say we don't use one or create campaign specific ones DETAILED RESULTS LOGO: Logo 1 Logo 2 Which logo option best represents the brand personality traits? (Passionate / Charming / Inspiring / Memorable) Logo 1 Logo 2 4 6 Which logo option best represents the re-brand objectives per the 2023 brand workshop? (More: youthful / rebellious / evolving / authentic) Logo 1 Logo 2 2 8 Which logo, when compared to the competitive set, is more distinctive? Logo 1 compared to competitive set Logo 2 compared to competitive set Logo 1 Logo 2 2 8 Do you believe Logo 1 is more legible than the original VLMD Board approved sketch presented on April 3rd? Enclosed for reference. Original April 3 Sketch Logo 1 Yes No 9 1 Do you believe Logo 2 is more legible than the original VLMD Board approved sketch presented on April 3rd? Enclosed for reference. Original April 3 Sketch Logo 2 Yes No 6 4 If you answered that Logo 2 is more legible than the original VLMD approved logo sketch, please comment on your concern, if applicable, with moving forward with this logo option. While Logo 2 is more flowing, progressive, unique and possibly for some people less obvious than Logo 1, my concern is that Logo 1 seems just to be just fancy typeset whereas Logo 2 captures more of Vail's essence in my opinion. I believe "you'll know, if you know" when it comes to this logo and the peripheral items namely the photo assets and DiscoverVail.com will provide additional clarity if any is needed. I don't have any concerns about logo #2. I believe that this is the clear choice. An alt version of Logo 2 was prepared based on a suggestion provided by a Board Member in the May 10 meeting to further improve legibility. “Logo 2 Alt“ has a slightly higher “v” on the left side (aligns with the top of the “l”). Of the below two options, which is your preference? Logo 2 Logo 2 Alt Logo 2 Preferred Logo 2 Alt Preferred 4 6 Do you believe a completely NEW logo should be explored? Yes No 1 9 VISUAL LANGUAGE Option 1 Option 1 Key elements of this design option: Smaller logo Graphic element = Weave pattern No gradient in logo Key elements of this design option: Larger logo Graphic element = logo (no weave) Gradient incorporated into logo Of the two visual language options shared, which is your preference? Option 1 Option 2 3 7 Do you feel the “weave” pattern should be part of the brand visual identity/language? Yes No 5 5 Do you believe the brand identity should reflect the Tyrolean influence found in Vail? Yes No 9 1 Would you feel comfortable with either logo and visual language option shared? Or is there one approach you definitely would NOT want to proceed with? Select all that you would feel comfortable proceeding with: Logo 1 Logo 2 Option 1 visual language Option 2 visual language 6 7 4 6 Would you feel confident explaining to the community how the brand identity was derived from the brand platform? Yes No 10 0 If you responded ”No”, please explain why not: No comments Please provide any additional comments on the logo or visual language: [Open response] The raised "V" in the alt #3 emphasized typographic symmetry, as most type faces maintain this sort of relationship - I suspect this is the reason the thought was raised. I think this is not an aspect of the mark that we want to emphasize. Revisiting these logos, I again steered away from logo #2. I like the color options of the visual language presented on #2, but I feel the illegibility of #2 will be no well-received. I do think #1 is a nod to the roots of the Vail brand and alpine heritage while moving forward progressively. The question about the weave was yes or no. I like it for certain applications and not all. But I do not feel strongly about having it be a part of the brand platform. Also, Sam wasn't present at the meeting where these were presented and as our Town Council representative, I'd like to hear her opinion before proceeding. You guys are awesome. Amazing work!! Visual language shouldn't require so much explanation BRAND TAGLINE: Of the taglines presented, which do you believe do NOT reflect the brand platform? Select all that apply: Together at the peak 7 Welcome to the wonder 8 A moment of forever 5 Find your altitude 6 Live the unforgettable 0 Why? Together at the Peak appeals from the "togetherness" aspect, but the peak is too elitist sounding and concerns me given the challenges faced by residents. Welcome to the Wonder sounds too much like an amusement park, despite the "welcoming" vibe. Find your altitude is just a bit too edgey and may not resonate well with international translation. Also while altitude may be a substitution for "attitude", I think it fails to recognize we are valley with fishing, golf, biking, arts, etc. that do not necessarily correlate to the word "altitude". It's not that they don't reflect the brand platform. They are just not strong enough to support the entire platform AND end up detracting from it. These that I've selected [welcome to the wonder, a moment of forever] seem to fleeting, only for a visitor. It needs to resonate with locals as well. Inauthentic None of them are inspiring or memorable enough to represent the Vail brand. If you were to select one brand tagline of the options provided, which is your preference? Together at the peak Welcome to the wonder A moment of forever 1 Find your altitude Live the unforgettable 9 None Do you believe a brand tagline is required? Yes No 3 7 Please provide any additional comments on the subject of a brand tagline Having a tagline is not necessary, but could be of added value when it comes to promoting the TOV. The tagline needs more work in my opinion. While I would be comfortable justifying the Vail logo, the tagline is not quite there yet. It needs to be community inclusive, vibrant, promotional, memorable, etc. This is a challenging task and I would welcome more input and ideas on the subject matter from the team. I would not use any of these as a tagline per my comment above. I think just "Unforgettable" could work for the brand essence. It's simpler, covers more ground, and isn't as boastful. Live The Unforgettable is a great brand essence for Vail, I think, but unless it really fits with this brand rollout it doesn't need to be included. Basically I think that if we're forcing the logo and a tagline to go together, we should hold off on the tagline. That being said, logo #1 has a great nod to the "unforgettable" past we have here in Vail, while also creating excitement about a progressive future, so I think logo #1 and LIVE THE UNFORGETTABLE do fit together. I think logo #2 is too modern and edgy and doesn't feel as lasting, as unforgettable. Thank you!! If we're not 100% in on one then I say we don't use one or create campaign specific ones