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I wonder if some of the budding designers who have submitted or critiqued the designs we have seen thus far could explain the significance of this crescent that many of you are saying "yes, I like that"? Why? What does this crescent signify? The moon? Islam? An omelette? What does this cresent have to do with either this word "ACT" or with storage? Nothing!
It surrounded the word act, like storage facilities inclose your goods.
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Squares and rectangles, on the other hand, symbolize honesty, stability, equality, comfort, or familiarity, sometimes rigidity and uniformity.
Very nice, but who knows somebody might think of a good design
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I have chosen a rectangle because I want to illustrate to Mrs Smith purerly by means of our logo that we can put her £3000 leather sofa in a secure box with thick walls and a padlock. I want her to look at our logo and feel confident that we can do what we say.
I have chosen either green or orange (haven't decided which) because although I want her to think we are solid, dependable and businesslike, I don't want her to think we are cold and corporate - beause we are approachable. Hence the use of warm, eco colours as opposed to cold greys or blues.
You'll notice I have deliberately put full stops into my letters A.C.T. This is because the word ACT reads like "Act" as in Symantec Act, Act like a Fool or the Act of a Play. We are not "Act", "Act" means nothing to anybody, but initials can mean anything, it can denote the three-word name of your company, the initials of your three daughters, whatever. But because it is three clear initials, it makes us quite unambiguously "Ay Cee Tee Storage".
As an aside, we are lucky because A.C.T. rhymes with A.D.T., who already have a worldwide reputation for security so although we are doing nothing to pass ourselves off as them this may work subliminally in our favour.
Finally we want to make sure our logo transfers well onto fax and other monotone media. Hence the black and the white logos.
Here endeth the lesson. My design is by no means the best anybody could do. I am simply trying to illustrate why some people actually make money from designing logos whilst other people make money putting stuff into containers with locks.
Well nice designs, feel better now? ;)