This was a relatively open ended brief with the client unsure of exactly what image they wanted to portray with their logo at the beginning. My brief amounted to essentially "create a logo for a large format display graphics print company". From my perspective that's great as a place to start as I can really experiment with some different ideas and over the course of the project hone what we have so far, or move in a different direction without fear of running away from the original vision. It also allows me as the designer to shape the brand more completely and to help the client realise a little more about how they want to be portrayed. There may be a few more proofs than usual but there's a certain freedom that comes with a brief such as this.
With this in mind I began with a broad and varied approach designing some logos with a youthful and bold style using hand written fonts and others feeling a little more mature and restrained using a mix of serif and sans-serif. Keeping in mind that the clients business revolved around large format printing, bold and bright colours were used to echo this sense of scale or to bring emphasis to the subtler logos.
At the end of this stage the client liked some ideas, and some very nearly went through but I sensed he wasn't completely sold and so we went back to the drawing board and once again provided another board of varying designs.
This time I opted to present in mono as the client had shown a bias toward certain colours causing him to discount logos entirely that could otherwise be in favour had they been in a different colour. I asked him to pay attention to the shape and form of the logo and clarified that we could determine a colour scheme after based on his preferences.
Once again a few stood out to the client, but this time he was more positive. In particular the logo situated left middle appealed with its bold text and frame evoking a large format print. It was now time to introduce some colour and refine the logo. We again opted for bold, bright colours to stand out and emphasise the large format graphics, but moved away from the magenta and teal used initially and giving a few new options.
At this point we were getting much closer to a final design. I removed the lower solid bar within the frame and opted for one solid colour for the logo and another solid colour for the background.
The colour choice of the Slate Grey and Mustard Yellow balances between a serious, mature and rather smart tone and a bold, confident, youthful exuberance. It also allows for two colour schemes with an inverted logo and background colour giving flexibility in point of sale material and exterior building graphics depending on where the logo is to be viewed.
We now have a logo that stands out easily with a punchy colour scheme and that has a shape and design that echoes its name and trade perfectly. It's bold and visual, yet smart and businesslike.
The client was very happy with this look but wanted to see how it could work across a range of stationery so flat visuals were created showing a letterhead, compliment slip, envelope, business card front and back, a pencil, USB stick and potential front page of a mobile website.
I can't emphasise how useful it is to display your designs like this, they really pop off the page and show the potential of the logo. This is where a logo design becomes a brand, unifying everything with a consistent look and feel. My client was immediately sold and with a few tweaks to the layouts of the letterhead and compliment slip, we arrived at a final logo design and brand.