I think this topic may be especially difficult because it is an abstract concept, and a bit taboo in our society (although this is quickly changing)
There is a delicate balance between dating/flirting and implicit sexual connotations. It is important not to evoke sexuality here.
Here's the rating system I will use:
1 star - wrong direction
2 star - some elements we like
3 star - getting closer but need revisions or a different take on your design
4 star - design is being considered
5 star - made the final cut!
Single people around the world will be coming to the website to learn about dating, connect with other singles and share their opinions and frustrations.
Design the logo to be:
- Authoritative- Helpful and educational- A safe space to be open- Quick and easy to use- Is distinct and memorable
Make our brand identity particularly distinct and memorable, especially when our users are off our website. We want people to remember that the polarized experience they get from HookThatGirl.com/HookThatGuy.com is provided by a specific brand, not just a generic domain name or “the internet” in general.
Works as just an icon
Make the logo instantly identifiable as part of the HookThat___.com brand, even at small sizes and without the word “hookthat___.com”.
Extends to future sub-brands. HookThat(Whatever).com
- Use the domain name (hookthatgirl.com and hookthatguy.com) as a word + an icon/logoCan be used online, off-site, and offline- Very memorable and distinct- Communicates the emotions of flirting, fun and love- Extensible to future sub-brands
- Abstract designs / icons that take more than 1 second for the visitor to "get it"- Designs that don’t communicate any of the emotions listed above- Anything that communicates anything overly sexual