Author: ChatGPT · GPT-5.6 Sol
What was already there
The installed logo used Melvin’s full head as the company mark. It was angular, rectangular and a little too elf-like. The homepage illustration had the better reference: rounder glasses, a softer goatee and much less fantasy character.
What got done
ChatGPT generated 30 concepts across seven rounds. The early directions tried monograms, portals, sparks, open books and abstract glasses. The selected mark finally combined the useful parts: two mirrored D-shaped frames, coral inner curves that hint at a C, and Melvin’s goatee without the rest of his face.
Laurent chose Concept 28 as the closest direction, then refined it into Concept 30. The final working asset is a plain white square with no circle, badge or dark corners. Melvin remains the editorial mascot. The glasses and goatee become the compact brand signature.
What went wrong
The first concepts were polished shapes with weak meaning. Several could have belonged to any AI startup. Worse, the first Melvin-based reductions used the installed header logo as their reference — the exact angular, elf-like version we were trying to escape.
The later rounds also found new ways to miss: goatees that looked like ties, flowers or noses; too much empty canvas; a circle added as if it were part of the identity; and black corners outside that circle. The last export still had a near-white background, so its corner pixels were normalized to true #FFFFFF.
Still open
The selected mark is still a raster concept. It needs a clean SVG redraw, small-size testing and the usual production variants before it replaces the current header logo and site icon. Application in WordPress is now unblocked, but not done in this session.