Branding a Movement: Our Story, Logo and Platform

Slow Marketing is a movement whose time has come.

And like any movement (or small business), our success depends on how well we tell our story.

The story of who we are, what we stand for, and what we hope to achieve.

Part of the way we’ll do that is through visuals — specifically our icons and symbols.

Which brings me to today’s topic: the Slow Marketing logo.

When I put together this site over a month ago, I knew that the creation of a logo would eventually be required, and I wanted it to be a process we did together.

In the interim though, I had to create something. So I looked to the natural world and how we might represent this movement in symbol.

Why the Sea Turtle?

Throughout history, we humans have seen turtles in a special light. Ancient myths from all over the world describe our universe as resting on the turtle’s back. Eastern cultures  believed that the turtle’s back symbolized Heaven and that its underside represented Earth. For them, the turtle signified the uniting of Heaven and Earth within one’s own life.

Some cultures still think of the turtle as a symbol of the primal mother and believe that it is connected to the lunar cycle. Others associate it with longevity and wisdom. Incredibly, sea turtles have existed on earth longer than any other vertebrate animal — they were here when dinosaurs evolved and became extinct, and they survived the Ice Age.

The turtle has qualities that are aligned with the Slow Marketing movement. The turtle naturally withdraws and goes within when in turmoil. It doesn’t need to learn the importance of this focusing inward, it naturally knows.

The turtle’s whole life is one of steadfastness, effort, and patience. It lives a slow and steady life of “non-doing.” There is a saying, “Home is where the heart is” — the turtle is always at home within itself.

Choosing Colors: Green, Blue and Other Choices

Color is another form of non-verbal communication, so it’s important that we choose colors that not only look good, but that also help us tell us story.

In color psychology, green is the color of balance and growth. It can mean both self-reliance as a positive and possessiveness as a negative, among many other meanings.

If we look at the chakras, green is the color of the heart chakra. The heart chakra is our fulcrum. The point of balance between deep earth (foundational, material, prime creation) and elevated reality (ethereal, spiritual, metaphysical creativity).

The heart is the mixer. The equalizer. The channel through which the material and immaterial must move in order to create…well, create anything and everything. Nothing of substance or natural order comes into being without first passing through the gateway of the heart.

As for blue, color psychology tells us it’s the color of trust and peace. It can suggest loyalty and integrity as well as conservatism and frigidity.

In the chakra system, blue is the throat chakra. It’s the chakra of communication and expression of what we’ve learned and dreamed up in the heart. Sounds like marketing to me!

Purple (in color psychology) is the color of the imagination. It can be creative and individual or immature and impractical.

In the chakra system, we could go with either indigo or violet — both have relevance to what we’re about here.

Indigo is about vision that helps us see past illusions. And violet is beyond linear time.

Options to Consider

Thankfully, one of our own stepped forward to help us create some of the branding elements we’ll need in order to build this movement: our logo, badge and possibly our website. (Be sure to show her some love by visiting her online!)

Here are six ideas she’s shared with us. Please leave a comment and let us know which one(s) resonate most with you.

(Usually, I’m not one for doing this sort of thing by committee, but I felt it was important that we share this process together. Your input matters!)

To view the logos, click on the thumbnails below and they’ll open up at full view.

Feel free to suggest color and font changes, too. We’ll take all comments and feedback under consideration.

  • Discovering Your Dance Life Co

    I like 2 & 6 best.

  • Nick Armstrong

    I think I like #2 the best and #3 for a non-square option. The incorporation of the turtle into the O is really neat, but overall I do like #2 the best.

  • Angel Sullivan

    #2 is *definitely* my first choice… #6 is my second :-)

  • Carla

    I like 2 and 6 for the gender neutral color scheme. They can really be two versions of the same logo: one stacked, one horizontal. I like the turtle color combo of 2 and it being in a circle. Makes and excellent stand alone icon. Like the two typefaces in two colors, but I don’t think you’ve nailed the fonts yet. #6 script might be two swirly for the guys. Like “marketing” font on 6 b/c jag on “g” looks like “s” on turtle’s back. Take the turtle in circle in two colors from 2, find a new font for green “slow” and use the brown “marketing” of 6 and lay it out horizontally. Then stack. Then use turtle in circle alone. Nice set!

    • Tea Silvestre, aka Word Chef

      Great feedback. Thanks, Carla!

  • Sarah Goshman

    #2… easily readable and recognizable. And I love the green/brown. Great work, Janet! :-)

  • Grace

    I’m with the #2 crowd. Definitely the clearest and most crisp.

  • Susan Grace McDiarmid

    I definitely like #2. Appealing colors for both genders I think. As well as neutral fonts. Not too harsh or curvy/swirly. Thanks for doing this.

  • ColleenConger

    Count me in for Option 2. The colors compliment each other perfectly. Also, the spacing in the word slow caught my eye immediately. I felt comfort and an ease come about – like my brain was liking the slower reading pace. Might be a sweet twist on using typeface as a form of subliminal/subconscious marketing :-D

  • Carol Lynn Rivera

    I like number 2 also – my eye got drawn to that immediately and I’m with Colleen on the spacing. The ones in the script writing seem “rushed” by having the letters angled and close together. The only thing I would say about #2 is it could be confused for something tropical or eco instead of marketing. Not sure what the solution is, which is why I’m not a designer! But maybe it’s the circle or the shade of green.

  • Robin Velasco

    #2 for sure :) – I love it :)

  • Janet

    something I hadn’t thought about intentionally but sort of ‘see’ after the fact is that the S shape on the turtle sort of looks like a sand / hourglass timer.. or is it just me?

  • Tanya Levy

    I like #2 best but I also like the scriptive writing of slow in #6

  • Erica Tucci

    I like #2.

  • KJ

    Tea, I love the Slow Marketing movement and idea a LOT. I’m glad you are doing this. :-)

    That being said, I gotta say I don’t love any of the choices actually. :-( A thing I’ve noticed in recent years is the frequent combination of blue and brown and I find it extraordinarily unappealing. If the colors were changed, though, I like #2 best of the designs – the lettering is wonderful, and I like calling the turtle image out in the circle. If it were perhaps some combo of blues and greens, without the brown, I’d probably like it a lot more. The rest did not work for me at all.

    In all honesty, the header of this page is *gorgeous* – the lettering, the turtle, the background, the whole thing. I know it’s too elaborate to use as a logo, but why not work with what you’ve got there? I respond really powerfully to all the pieces of that visual, more so than the logo choices (with all love to their creator – just doesn’t work as well for me).

    • Tea Silvestre, aka Word Chef

      Thanks, KJ! It seems the consensus around here is #2 with modifications. And thank you for the compliment on the current header. I like it, too (but I was the one who created it, so I’m not as objective). Will definitely make for some interesting conversations with Racheal and Janet.

      • BirdyD – Roving Robin Reporter

        Yes, I love the header as well – pls keep the orange turtle – blends wondrous well, and the relation to the chakra of pleasure makes a great deal of sense. :>

  • SA

    I also love the SMM ( slow marketing movement )….do not care for any of the choices of the logo…I would take the original purple sea turtle with the orange eye and all the words…but I would increase the width ( length ) and elongate the words, now cut off just where the toes on the right back leg extend below..where the word line is and end with EMBRACE ABUNDANCE. You haven’t changed anything and … LOL can I order my T-shirt please ? Best of luck with this.

  • Sharon Hurley Hall

    Another vote for No. 2