How Craig Beytien started their logo design journey
Apiary is a company with a single product with a laser focus to deliver a software tool (ASP model) that is licensible by anyone to gather feedback on market dynamics on any kind of content. The product is called CAP (Collaboration, Assessment, Promotion). The CAP tool can be used to get direct feedback via a dynamic web-based research interface. Any kind of content: written, links, logos,artwork, software - anything can be put into the system and reviewers from your affinity group can be commissioned to review and provide feeback which the system aggregates in to reports that facilitates analysis, revision, and improvement. It ensures your content - whatever it is - is market driven because you get a segment of your market to validate your approach, treatment, execution while you're creating your content. You can use the CAP anywhere along the development process.
Tell us a bit about who you are and the people you reach
The CAP tool was orignally built as an internal tool for managing reviews of content in the publishing industry. Most of the inital buyers will be the 1000's of companies and many 1000's of authors and content producers who want to conduct reviews and garner market feedback on their content from the concept stage through to marketing it to members of thier affinity group. The tool is content agnostic and could be used by anyone who seek to obtain market feedback in an organized and efficient manner!. It makes the whole process of obtaining useful market feedback more efficient and effective. Another way to think of us is a Survey Monkey for the publishing industry for people who want to go beyond a survey to getting feedback on very specific content!
An apiary is defined as a place where bees are kept. The word conjours images of bees, beehives, community, colony, heirarchy and social order. The imagery of a community or colony is perfect for this company as its primary service is helping people to connect to communities and affinity groups to gain insight and feedback. We want to avoid anything too cartoony with the logo, and want an image that can survive the test of time. We do think there is something very compelling about the beehive and the honeycomb shape and that might be a place to start. The logo should be sophisticated and probably somewhat abstract to avoid suggesting that our company offers beekeeping. The logo needs several treatments that can be used as imagery on letter head, cards, print and web sites. We do not know if it is pssible to work in the acronym "CAP" Vollaboration, Assessment, and Promotion, but we'll eventually need to create another logo for the tool itself. The file uploaded was the logo used for an earlier company we owned. It incorporated the honeycomb look.