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New Logo for SpotHero by Focus Lab
 

before

after

Noted Jul. 1, 2016 by Armin

Industry / Web Service Tags /

About

(Est. 2011) “SpotHero is a parking reservation service that enables drivers to reserve parking spots with convenient garages, lots and valets. The company offers easy and affordable parking at more than 2,500 locations in cities across the country, including New York, Chicago, San Francisco, Washington D.C., Philadelphia and Boston. Launched in 2011, SpotHero is led by founders Mark Lawrence and Larry Kiss, and has raised $27 million in VC funding.”

Design by

Focus Lab (Savannah, GA)

Related links

SpotHero press release
SpotHero blog post

Relevant quote
SpotHero’s new brand identity is bright and bold with clean lines and graphic shapes. The new logo emphasizes the hero in a confident, empowered driver. Evolved design elements from the original logo pay homage to SpotHero's roots, including a new and improved homing beacon and car icon. An energizing color palette and strong typography bring the visual brand current, and speak to SpotHero's modern, tech-driven approach to parking.

SpotHero press release

Images (opinion after)
New Logo for SpotHero by Focus Lab
Logo evolution.
New Logo for SpotHero by Focus Lab
Logo detail.
New Logo for SpotHero by Focus Lab
“Spot Signal” and car additional identity elements.
New Logo for SpotHero by Focus Lab
Billboard.
Opinion

As terribly and naively designed as the old logo was it communicated instantly what it was about: cars, parking, target, done. The new logo is infinitely better aesthetically; the custom typography on an arch is well done, particularly that "O" that is not as easy to curve as the flat bottoms of the rest of the letters, and it looks sharp and contemporary. "SPOT" should be slightly less letter-spaced to match the "HERO" but it's not a huge deal. The main problem is that without the car, the logo is fairly ambiguous without any context but, of course, logos usually come in context and the new logo is complemented by two elements from the old logo: the spot signal and the car. The spot signal icon is fine but the car is very weird; it's hard to come up with a generic looking car that would encompass all cars in the world but the figure they ended up with seems antiquated and clunky (especially when they fill it with stuff). The sharpness and coolness of the wordmark doesn't translate into the other elements nor in the limited applications (or the social media presence). The new logo needs a here on the inside.

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