Although our Jiffy self storage Toronto brand is strong and our logo was well recognized, there was a feeling that the then current logo looked tired. It did not have the bounce nor was it memorable.
A well known Toronto graphic artist was retained to do a critique of the logo and his comments were as follows:
- The font used for the yellow Jiffy name looked old and dated.
- “Self Storage” text used in conjunction with “Jiffy” was hard to read and therefore did not immediately represent the Toronto self storage service to the casual looker.
Our mandate back to the designer for changes to the mini storage Toronto logo was to modify and freshen up the public storage Toronto logo but not make any radical changes, so that the new storage logo would appear basically the same, even to someone that is familiar with the old logo. Not only that, the name and service would have to standout and be easy to read.
Below are the results. On the left is the new mini storage logo and to the right is the old public storage logo.
What do you think? Did the logo artist follow through and correctly capture the essence of the mandate provided? Is self storage Toronto service easier to read?