At the very least it is too detailed to scale well, the shell will be completely lost at smaller sizes turning into a blob of flesh color. The use of desaturated pastels is not a typical choice for a technical project. It is more fit for something soft, girly, perhaps creative. Also there is a disconnect between the name and the symbol. You tell me "Groove", I will remember GrooveShark. You show me the logo and I will have hard time recalling the name it goes with.
And while it is very satisfying to publish the details of design process, it is not that interesting to look at it. Once you saw one or two, you've seen them all... and every self-respecting logo designer now has a couple in a portfolio, so there is plenty of really good sketch logs to choose from.
The bigger question to me was: What does Groove do?
Branding should be about what you want to communicate about the company rather than the decoration process of picking out a color scheme. If you want to understand why this branding isn't working read the mission statement:
"Groove is a hosted customer support and engagement platform that helps companies manage customer support across all types of channels - email, web, livechat, mobile, Twitter and more."
That description sounds slightly vague and long at the same time. What's funny to me is that while the branding is their website does a great job of explaining what they do. So in a sense the logo is holding them back.
By the way if anyone wants to see brilliant logos that were done for the tech industry check out the work of Paul Rand: http://www.paul-rand.com/site/identity/
Logo use on internet at scale is infrequent and colors trump visual metaphor. These colors are distinctive as is the seemingly abstract arrangement of them which is really what counts. The Apple logo has been assailed from day one and contrary to michaelpinto's assertion, a logo never held back anybody....unless you feel the Yahoo logo "Y!" was a self inflicted decisive blow....and how do you construct "slightly vague" and "great job" into whole cloth. Help me here with how any of this matters, if the logo (which will more often then not be a chip on a nav bar) isn't evocative but is none-the-less a distinctive abstract color assemblage?
Snowballing negativity in here, geez. I like it.. and from the look of the shots on the site, I think it works really well with the look of the site and the "softer" quality of the app to be honest..@michaelpinto, many of those logos would be considered stodgy in the software space if they were released today, and have been redesigned since.
> ...not a typical choice for... technical.... It is more... soft, girly, perhaps creative.
Really. Really?? For entirely separate reasons, I'm bothered both by the placement of "technical" and "girly" in opposition and also by "technical" and "creative" in opposition. Yikes.
"Girly" what is that supposed to mean!? I don't find it girly as much as I find it fun, and different from the mess of homogeneous tech and software apps out there, if you must know. Feels approachable to me.
At the very least it is too detailed to scale well, the shell will be completely lost at smaller sizes turning into a blob of flesh color. The use of desaturated pastels is not a typical choice for a technical project. It is more fit for something soft, girly, perhaps creative. Also there is a disconnect between the name and the symbol. You tell me "Groove", I will remember GrooveShark. You show me the logo and I will have hard time recalling the name it goes with.
And while it is very satisfying to publish the details of design process, it is not that interesting to look at it. Once you saw one or two, you've seen them all... and every self-respecting logo designer now has a couple in a portfolio, so there is plenty of really good sketch logs to choose from.