Evolution of the Diva

We frequently get comments from people about the name of our company and the logo. We love to hear what you think of it and the connotations it evokes. Naming our business was the easy part. The hard part was designing an image to represent it! I'm a huge fan of old movies, particularly the ones which were made in the 30's and 40's. So, when came time to communicate with our very talented graphic designer Kelly Newman of BlueiDesigns about what we were looking for, I drew on old movie posters to communicate my vision for our Diva. With classic films like "The Red Shoes" and "Philadelphia Story" for guidance, here were the first round of designs Kelly came up with:Now, it might seem obvious which design we should go with, but at the time, I was really loving the fourth option, so poor ole Kelly went down that road with us to develop it. Here's what we really thought our Diva was going to evolve into (minus the Cruella Deville hair!):


Luckily, we had a very talented focus group (big city ad agency friends, marketing gurus and brand managers), helping us decide. No matter, how much I loved the cartoon look, it really wasn't the right Diva to represent our company. Two years later, I''m already glad that we avoided the "girly" font. The classic Diva from the first round, was hands down, everyone's favorite, and looking back, she's mine too!