Rebranding Series: Creating a Logo

Shortly after purchasing, I made a list of people that would be instrumental in the rebranding of my blog that I needed to call and email. Theo Develegas of Acroplex was on that short list. I worked with Theo before on a couple of design projects, and I knew I wanted him to work on this rebrandng.

There were three reasons why I chose Theo for this project without bidding it out to other designers. First and foremost, I like his work and found his creative designs to be affordable. Secondly, Theo knows the domain investing space and knows exactly who the target audience is. He has worked on non-domain industry projects before, but I appreciated the fact that he knows who will be reading. Finally, I knew Theo would be able to manage the project in a timely manner and he would do it confidentially.

When I first engaged Theo on the project, I did it over the phone. I followed up with an email to supply some of the details about the website redesign. I was somewhat vague about the design of the logo figuring that if I offered too much guidance on design, I would limit Theo’s creativity. The two things I mentioned were that I wanted the logo to have standard case and I didn’t want him to use icons.

When Theo presented the first batch of logo options a few days later, I knew he was on the right track. In addition to the first round designs, he also provided several color schemes. I mentioned that I liked a blue and green color scheme, and he gave me several options from which to choose when he sent a revised logo design. Once the general idea for the logo was established, Theo and I exchanged several emails with minor changes.

One thing I should have done from the beginning is let Theo know how many logo versions I would need as well as the number of banners and icons. I didn’t calculate all of this at the beginning, and over the next several days, I added to the scope of the project.

I asked Theo to share some feedback on how he felt the process went, and here’s what he had to say:

“Being familiar with Elliot’s desire for a clean, sharp image, I came up with a design that incorporated non competing colors; the particular hues of blue and green are very workable for both personal and professional brands, and in the case of Elliot’s rebranding they seemed to be a great fit. Several other color combinations were submitted and Elliot chose this particular color pair.

From the very beginning, Elliot’s direction on creative was that of a stylized design, without utilizing a separate graphic image. After a few drafts on paper, I laid out the design in Illustrator and created the stylized text, using a bold font that could work for this purpose.  

I decided to emphasize the design by bringing the letters close together, like a monogram or a business chart; the dot on the letter “i” ensured the logo became more distinct. By combining letters, the emphasis on “Domain” is reinforced by the inverted dotting; an element that is repeated in “Investing”. The continuous stroke of the letters indicates networking, connections, alliances and growth in investing.  

Initial designs featured stacked text, but Elliot seemed to prefer a horizontal layout. It became clear that the conjoined words “Domain” and “investing” would create an issue with the double occurrence of “in”;   the solution was to uppercase “Investing”.

Elliot asked for a transitional move from Elliot’s Blog and thus a logo variant bearing these words was created; the same message was incorporated in the horizontal and square ad banners created, to spread the word of rebranding on other venues and blogs.

The design is scalable on common media, such as print: business cards, brochures, letterhead and 3D items such as mugs, caps and t-shirts.  

As in the past, I found Elliot extremely easy to work with, and his communication and feedback was very precise.  

Rebranding requires that the client has a clear idea about what they want to achieve; Elliot was able to achieve an effective and ‘painless’ transition from the previous, personal identity, to the professional look and feel of a brand.”

When it comes to logo design, I’ve learned it should be more of a personal choice than a group decision. In the past, I asked a group of friends and family about various logos, and inevitably, people would have strong opinions about all of the options, and there would never be a consensus – even when it was very obvious to me what the best design is. My feeling is that if the logo gets the message across and isn’t offensive, you should go with your gut.

The total cost for the work including logo, icon used on and Facebook, logo design without “Elliot’s Blog,” and several banners was around $300. Based on the amount of communication I had with Theo and the number of minor changes that were made throughout the course of the project, I found this to be more than reasonable.

I am very happy with the logo and color scheme, and I appreciated how much time Theo put into the design to ensure that I was completely satisfied with it.

Elliot Silver
Elliot Silver
About The Author: Elliot Silver is an Internet entrepreneur and publisher of Elliot is also the founder and President of Top Notch Domains, LLC, a company that has closed eight figures in deals. Please read the Terms of Use page for additional information about the publisher, website comment policy, disclosures, and conflicts of interest. Reach out to Elliot: Twitter | Facebook | LinkedIn


  1. @Elliot,

    I like the openness of this article, and you actually dropped both names and figures. Way to go!

    Technically, I still find the logo to be shouting as loud as it can; noisy, blaring, deafening, not just roaring, or thunderous, but ear-splitting.

    The colors are nicely hued together. They duel,while politely honoring one another.

    I recommend a truncation… as in shorten…

    • Yes, having on the logo completes the triple whammy: fat, loud, and emotional. Almost effeminate.

      The logo is too emotional because it can’t let go; it can’t let go of the past, and face the future with valor. I hate long goodbyes.

      Having both names on it, disembowels the whole re-branding effort. Branding -the process involved in creating a unique name and image for a product in the consumers’ mind – mandates doing away with Elliot’s Blog forthwith. I would contact Acro right away, if it’s mine.

      Good luck.

    • There are still a ton of legacy links that mention “Elliot’s Blog” and I think it would be confusing if someone goes to Elliot’s Blog and end up here without so much as any type of reference to the blog. “Elliot’s Blog” will eventually be removed from the logo, but for the time being, I want to ensure that there is as little confusion as possible regarding the rebranding.

    • “fat, loud, and emotional.” – Says the guy with text for a logo.

      Listen, I understand that your daily mantra dictates to step on the toes of others to seek a response, but to demand things on other people’s budget might take some therapy. Begin tomorrow.

    • @Acro,

      I was giving my honest opinion about Elliot’s logo, not mine. Was it an opinion that is not based on reason or actual experience?

      That’s truly, how I see it. I seek no response. I actually respond to a few people on blogs, and on point. I like this blog, so I participate…

      Do you want my honest opinion or not? It’s not a personal attack, just on the logo.

    • @Acro (2)

      You should take a look at Elliot’s critique of some domain names; he calls it as he sees it. And usually, the domain Registrant, or acquirer, doesn’t take it personally, they understand that Elliot is a Pro, and is only giving his opinion. Elliot, sometimes, condemns an entire week’s worth of weekly postings. Everybody appreciates an honest opinion, pal.

      And, you yourself use satire many times a day on domaingang to get your points across. So, chill!

    • Again, I’ll take “honest opinions” any time of the day from people with knowledge, background AND having something better to display, who aren’t being serial Debbie Downers.

      You sir, are an abusive guest that simply trolls blogs.

      I love how you have the audacity to demand this or that from Elliot; first, to disclose how much he spent on the domain, beleaguering his modus operandi, and chastising what he did and why he chose to go with this logo. Get a grip already and find yourself a hobby.

      The mere reason I’ve allowed some of your posts on my personal blogs is because it seems on those days you took your prescribed medication prior.

    • @Acro,

      A smokey inferno, dims the sun.

      At least you take the time to discern medicine or not.

      I have no such gifts; I merely comment on interesting topics on your gang stuff, or the other one.

      If you disagree with me, why not address that? Elliot can fight for himself. You’re not exactly unbiased in this one. 😉

    • @Acro, (4)

      I am an independent domainer. I don’t belong to any domain forums; I’m not a blogger. I am not registered with, or listed with Frank Schilling’s Domain name Sales Platform. I am, on principle alone, opposed to drop-catching services such as NameJet, because it renders domaining impotent; it takes domainers out of the food chain. It is my opinion that domainers can flex their muscle, and get back into the game. I do not use Google ad sense.

      Yet, I do very well.

      You can see why you disrespectfully, consider me a troll. I’m trying to use a reflective conscience, bring order where there’s chaos. I’m not satisfied with status quo. I don’t worship idol. I can easily get along to get along, and I do sometimes, but, with domaining, the game is so rigged that I honestly can’t do that.

      Take a look at any serious chart with the elites in this industry; you will notice that domainers are merely toys to be played. We’re not even on the serious charts. Just mere registrants, or worse, “cybersquatters”. From ICANN to the Registrars, they’ve figured a way to take our money, but never a way to give us some. The Registrars have usurped the act of domain name resells, or the after market, by conspiring with the drop catchers, and others.

      So, I have been debating, and berating Elliot, because he is an influential blogger, that is unwittingly, letting this pattern subsist. Yet, I do it with tact, and class. I do it in a debate setting.

      If all domainers wisen up, we can change this trajectory. Simply stop buying domains from entity that is not in an open aftermarket, where you have equal chance to sell your domain! Many of them will not be able to hold the domains that they hoard, and the names will drop. Buy domains from your fellow domainers, directly. Work for your own interest.

    • Rambling on, as usual about the universe, Frank Schilling etc.

      This isn’t about you, friend. It’s about a business decision made by Elliot and a creative process, as described both by Elliot and I, that you aren’t willing to accept as such.

      That’s the sum of it.

      I am willing to receive constructive criticism, but as I said, you’re far underqualified to deliver it.

      First, go ahead and build your own brand, logo and web site – currently, a combined monstrosity of bad taste – and then come back to deliver commentary about what others develop. Keep in mind, that even criticism needs to be delivered eloquently and with supportive arguments. Until you do that, you’re simply whining with other people’s effort and money.

  2. Great article and great insight.

    Also, no idea if this a good thing or a bad thing from your persepctive but I hadn’t even noticed that ‘Elliot’s Blog’ was even in the new logo until you mentioned it.

    Keep up the great work!

  3. Looks good and well achieved. One thing … I see no reason for the “.com” reference in the logo. Simplify. Simplify. Simplify.

    Question to you Elliot – why didn’t you go responsive with your new site? Many of us get here on our phones…

  4. I like the logo. I said in a previous post that I thought the colors are a little bright and still think they should be toned down. My favorite part of this logo is the circle representing the dots for the letter I. You don’t realize this yet but that one feature has become your trademark in the minds of your readers. They probably don’t even realize it yet but it imprints this brand in their brain. Well done Theo. I disagree with others about taking out Elliots Blog from the logo. I think its crucial that this stays for at least a few months. I also disagree about removing the .COM from the logo. That gives this site the ultimate credibility and those who have never heard of you or your site and visit for the first time will easily know where to come back to and where to tell their colleagues to go.

    Theo doing this logo for only 300 bucks is a steal considering the type of brand that it represents. The only problem I see is that everyone who approaches him from now on will only want to be charged $300 for their logo also. I am sure this was a lot less than what he normally charges. I would suggest to Theo to add a gallery or portfolio section to his website so others can see his work. Visualization is the biggest selling point when marketing website design, graphics, etc… and I am sure he could get a lot more work by showing off his creativity.

    • Todd, thanks for the feedback. Pricing is dependent on the complexity and demands of a project. I would gladly give you a free consultation and quote upon communicating your current needs with me. I’m not the sole designer in this universe, but I am very meticulous and experienced with my work.

      As Elliot said, it was a discounted price; as a domainer, I always offer discounts to fellow domainers, as seen on the ad that has been running for months.

      The inclusion of the .com to the logo was Elliot’s decision, as was the transition to include ‘Elliot’s Blog’ for the first few weeks or months. If you asked me, I too agree that ‘Elliot’s Blog’ should stay, as it’s a supportive element to the brand.

  5. Elliot I noticed that there seems to be a bug in the likes and dislikes button. I don’t use this feature to often but I did notice today that 9 of the comments show me as liking or disliking the comment but I didn’t use it. The feature is blocked (grayed out) from me using it and this is why I know its not working correctly. I have noticed this happening in many of your posts.

  6. Strange. As soon as my last comment went live the buttons went active again. There’s a glitch in the matrix. LOL

    • I noticed the issue, too, but it is only a temporary visual glitch for the user and doesn’t impact what others see. There are bigger fish to fry with the site (like making a responsive/fluid theme and other error fixes), so I haven’t asked Tia to look into it.

  7. I’ve been using a artist, not a logo maker or designer but a true artist for my logo designs and the work blows what domainer blogs and forums have put out, What you think is top notch is actually second rate, but like anything else, you get what you pay for.

    This is your storefront Elliot, where thousands of visitors will be looking at your sign almost everyday, just like their forced to look at DNForum’s logo with the cartoonish fonts… If you can afford to attend every Traffic convention, you can certainly afford a professional logo.

  8. When I agreed to Elliot’s request to share with the public the creative process on rebranding, I did so in full knowledge that the discussion would attract not only the curious in mind, or those truly interested in learning why/how a brand is redone, but also the trolls that dislike me personally.

    In April, Raider was banned from DNForum by Adam Dicker on my request, for making disparaging comments on the day of the Boston marathon bombing. Normal people let go of grudges after a while, but it seems seven months hasn’t been enough in her case.

  9. @ Raider – “..not a logo maker or designer but a true artist..” LOL – Did you get your logo on a framed canvas or carved in stone?

  10. Yep, everybody who offers constructive criticism when Acro is concerned is a considered a “troll”, agree with Acro and your a genius, worthy of his respect, but really, who would want it?

    And for the record I was banned for asking a political question, nothing more, Adam already confirmed this on NamePros, you take the advice of an idiot and come out looking like a idiot yourself. Could easily signup again, but DNF has nothing to offer the seasoned domainer, other than crappy domains and teaser titles that link to crappy content that a child could write.

    @ Elliot,

    Here’s a link to some of his work, along with many others.. A lot of talent here:

  11. Trolling is when by hiding behind your personal agenda, you leave commentary such as “the logo sucks”, or “liberals suck”, or “Obama sucks” etc. – something you did for years on DNForum before finally getting the boot.

    On the day of the bloodshed in Boston, what were you thinking, to post:

    “This is what? the 2nd or 3rd Terrorist attack on US Soil since Obama became President? And he’s focused on doing what right now? Oh yeah, restricting Guns from law abiding Americans.”

    I mean, what type of person polarizes an event of this magnitude into a political statement?

    So here you are, hauling your personal agenda onto someone’s blog. I hope that makes you feel good inside; for a self-proclaimed Christian this is worthy of turning the other cheek.

    Regarding the design, I don’t have anything else to add, other than it was done per the specs and requirements of the client. I’m not the only designer in the world, but I am the one who did the job exactly as Elliot wanted. It’s unfortunate that this otherwise educational post was turned into a collection of white noise and self-serving arguments by people unrelated to the industry.

    I will be at NamesCon/Vegas in January, Raider, you’d be surprised at how cool of a person I am. Bring your husband Niko along, I’ll buy you guys dinner and talk some Greek. But you need to let go of your anger first, it’s not a good thing to behold.

Comments are closed.

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