Logo Savvy

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Job: 10-91288 Title: RP: logo Sauuy

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POSIT I O NING WIT H O UT AN A C T U AL PROD U C T

dStore is an e-business solution for trading concerns and

a supplier of branded articles. Their de ning edge is the

modularity of their software solution. dStore offers three

variations of their software: one for bigger companies, one for

small to medium-sized companies, and one that can grow with

the client as its needs evolve. The goal of this project was to

create a unique market position and distinguish the product

from its competitors.

H2D2 began with extensive analysis of the structure and

functionality of the product family. In cooperation with

BOSIO1, an online marketing  rm in San Francisco, they

developed the name of the main product and its varying

elements and functions. The name dStore was chosen because

the “d” represents “dynamic,” “difference,” “digital,” and

“distribute,” terms that are used in the general language used

in product sheets, the website, etc, while the store portion of

the name generates a direct connection to e-commerce. dStore

is fundamental simplicity. dStore is up-to-date (compare to

iTunes, etc).

The H2D2 design firm was faced with the challenge of creating a logo for an e-business software

product rather than a tangible one. They chose to represent the dStore software with stylized

gearlike images that represent the modular nature of the e-commerce solution.

dStore

Logo Savvy

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Design agency H2D2 determined that the logo’s design

needed to have a modern look and feel in order to distinguish

the product from its more traditional competitors.

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The  rm developed a visual strategy based on an analysis of the corporate

designs of dStore’s competitors. H2D2’s goal was to keep the corporate

design simple and make the complex software understandable. The creative

concept was to emphasize the product’s ease of use by incorporating

unnatural colors and childlike rounded shapes.

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