Final T.K.Maxx logotype Critique

On friday we had our final critique for our logotypes. We had to leave our work on the tables along with some questions and a sentence that describes what we wanted to achieve with our rebrand and then people wrote down feedback.
My questions were;

• Do you think the name change is appropriate to the rebrand?
• Do you like the hidden gem concept of the logotype ?
• Do you think that keeping the same colour scheme works with the treasure concept?

My sentence was 'I was trying to show T.K.Maxx's unique selling point which is 'Exciting treasure-hunt shopping experience' while keeping it modern and using a shorter universal name.'

Positive Feedback

• I like the idea of the hidden gem and colour scheme works well.
• The logo is simple, clear and readable from a distance.
• I think the name change is understandable because it has not changed to much. 

Negative Feedback

• Black colour is very harsh.
• Negative space idea could go un-noticed.
• The use of large 'X' makes the logo seem unfriendly and dangerous.
• The 'K' looks a little pixilated, maybe try in vector format.
• The name change was not needed as it sounds more like  a mens sportswear company.
• Name change could be confusing.
• It is a bit to masculine for a clothes company that sells to women and children too.

Tutors Feedback

In referance to your aim I think the concept is relevant and original however the name TKX doesn't communicate this. The diamond is a really effective symbol especially within the treasure concept however I think the diamond could be more impactful. It is a little too subtle currently. The 'Treasure' aspect of the logo could loose legibility and impact on small scales. As this is key to the concept it should be more of the focal point of the logotype. The colour scheme remains appropriate however having a large black or Red X has negative connotations.

Evaluation

When starting this project my initial aim was to try and make T.K.Maxx a more unique and high class company but keep it modern and simplistic. I also wanted to go more into depth with a unique selling point which was that T.K.Maxx provide a 'Exciting treasure-hunt shopping experience' whilst also giving the company a shorter universal name. Looking at my feedback the ideas behind the rebrand were successful as a overall concept however some of my design choices did not demonstrate my ideas enough and were to subtle or came across different to what I was trying to communicate. If I was to further develop my rebrand I would look more into the connotations of my logo and think more about weather my concept is noticeable and fits with my target audience.