thanks again for your outstanding work in the urban.us project! Responding to your awesome designs – Urban.Us took their decision very serious but hurried up to let you know their feedback and client´s choice:
Making a serious decision
“I am the first person to roll my eyes when I hear things like “this was an incredibly hard and close decision”. And so first apologies, because I have to say, this was an incredibly hard and close decision.
If you just rolled your eyes, feel free to ahead to see who won. Else, here is a bit more background on what I did to make a decision:
When the submission process ended, I created a shortlist of about 30 designs. I grouped them into similar areas like mazes or hand/skylines. There were some interesting trends and then the preference came down to execution. Then I looked at how people responded to feedback, since I need to work with the winner to make some changes and do some additional design work. And this left me with about 10 designs.
Of these 10, I presented these to a diverse group of designers, investors, founders – the types of stakeholders who will be part of urban.us. And what I found were some pretty clear splits around designs. But I also found some interesting comments about initial reactions. People who had not see the brief or feedback were saying things like – “reminds me of a lab” or “feels like a university”.
And so looking at my own shortlist and the feedback, I realized we were going to exclude some very smart work – 8-bit, hand/skyline, face and mazes. Really lots of very smart, minimal references. But in the end, I’ve settled on a late submission from Oxelot, which placed 13th in the community voting.
Some of the feedback included thinking that felt like a university or quite dependable company. And I think this fits quite well. The people doing the innovation are the startups. Urban.Us needs to be a reliable partner to make this happen. Obviously the brand will only be as good as our efforts to delivery on this promise, but it helps that people react to the the logo in this way already. I am going to work with Oxelot on some refinements and we’ll share the end results.
Thank you again for the submissions and the ratings and the comments. As much as I love seeing the ideas, the feedback drove some great updates and I think helped to guide many great results.” Shaun Abrahamson