Das Lab - Logo Challenge for design pioneers and original thoughts...for Das Lab bv io

The Challenge

We are looking for a simple logo where White is the basic colour.

The initial thoughts

The look & feel should trigger an immediate association with "the new generation" of professionals, clients, suppliers that will look at problems from a different perspective, that will think out-of-the-box. Not so much from a corporate or business perspective but from and end-user or customer perspective.

Directions

Since Das Lab refers to experimenting and a laboratory situation, we can envision the use of imagery such as molecules, atoms, everything on a nano-scale. But also equipment used in a laboratory, such as glass bottles, distilling configurations, etc. Looking up instead of through a microscope, we encounter planets, stars, the Milkyway and everything beyond on a terra-scale (as opposite to nano-scale).

Briefing input

We would like the logo to be 3D, where the outside refers to white, transparency, glass, water, the 4 elements red. and the inside refers to strength, autonomy, creativity and innovation power. The inside should be colourfull in fresh coulours (stay away from corporate colours such as dark blue, dark red etc). We'd rather like to think about purple (!), pink, orange, yellow, bright green... We love the effect shown in the XBox logo, where the green light seems to be emerging from underground. That effect could emerge in bright colours from the Das Lab logo. Ultimately, we would like to have the logo made in neon-signs to mount to the office walls so it has to be fit for that purpose. We think a small 3D circle, tablet or pill would be a nice metaphor.

Please refer to our temporary logo on our FB page.

About Das Lab

Our vision, best advice, project or program approach comes from the people within Das Lab and from within these people. It's not something we get from management books, but from years of blood, sweat and tears, experience if you will.

Our physical office is completely white, with white marble floors and wooden floors for the client rooms such as the meeting room and the project room. It will be furnished with 20's / 30's and 50's / 60's furniture. Think of the famous designers Gispen, Ray & Charles Eames, Mondriaan, Rietveld, Breuer. It will be clean, warm elements will be added by LED light in different colours, plants, fishbowls and corners to relax by Chesterfield, Vitra design etc.

The office space will be used for editorial meetings of the members, will provide space to research & check mail etc while working downtown Amsterdam, will contain portfolios of creatives and will have a huge wall with flyers of all cultural and social activities of the hottest items in the Netherlands.

We like this (or we don't like this)

Like: - positive, white & colourfull, Apple-like concepts, One-visual-tells-you-more-than-a-1000-words, applicable for many many purposes, referring to original design of styles, furniture, architecture, fashion, nightlife, etc.

Dislikes: - any association with existing logo's - any referrals to Large, Corporate, Procedural, Legal, Finance, Traditional - use of boring, dark colours

Other hints:

- periodic system of chemistry - chemistry: chemical reactions - atoms, energy, nuclear fusion - modern medicin, anatomy, brain surgery - mystic, zen buddhism, infinity - space, exploration, nasa

- Moods & Feelings: - Watch clip: "if you cant say no" from Lenny Kravitz

- Logo animation: The logo should be in such a format, that it is easily animated. For example making it spin around will show any of the elements mentioned above.

Best regards, Oscar Geurts Founder & ceo of Das Lab.

Our target audience is

Creative people: Creative directors, Copy writers, Photographers, Web creatives, web autors, Artists, Models New generation Specialists: Sr Technical Architects, Interaction Designers, Change managers, Project/Program managers. Agencies: Traditional advertising agencies that understand the need to change, are open to a new perspective, are willing to experiment and learn.

Partners: Companies that have a unique way-of-working, playing in the forefront of new media and use or apply all of it's new features and possibilities.

Friends of Das Lab: people who will find Das Lab to be the perfect environment to work for one or more days while being on an assignment in downtown Amsterdam.