OK, I’m posting a bit late again but I actually had more time to work on something new today. I thought about some clients that advertise with my company and decided to re-brand them. Especially ones that don’t have a logo. Or in the case of today’s redo… well just take a look.
The following logo is my answer to providing this company with a serious, professional and mature image. The above logo looks like it was drawn with a marker and scanned. I believe that my redesign makes use of basic, but powerful shape forms and smart use of simple typography to convey not just a clean and simple appearance but also projects durability and trustworthiness.
I made use of a classic shape form to frame the typographic elements of the logotype. The shape is created by cutting away the left and right sides of an oval using the corner of a diamond shape. I added only subtle enhancements to the shape form to give the impression of a three dimensional border. Splitting the shape in half horizontally and using slight tonal shifts in color adds to the dimensional effect. The entire composition conveys a retro feeling to me. I don’t know how long the company has actually been around but conveying a classic image gives potential customers the feeling of longevity and durability, like the company has been around for awhile. It’s not a lie, it’s just good design.
I chose basic but strong typography. For the company name I chose Helvetica Condensed Bold and for the company description I used Clarendon Roman. I used high tracking values to space the characters of the words. This helps to lessen the over powering presence of each of the typefaces which can both seem very forceful. Widening the space between characters allows the typeface to be set at a smaller size but still fill the space required by the frame. An ironic aspect of spacing the characters is that this company is all about air, whether it be heating or cooling. Putting some good air between the characters in their logo is somehow quite fitting.
Finally, the color. The version I like the best is the gray with dark blue. It gives the impression of metal which is an element of strength and durability. On the recommendation of Colleen, I created two alternate color versions. I figure the red one can be used in Winter advertising when the company wants to convey a warm feeling about their image and the blue one can be used in Summer months to convey a cool feeling to their target market.
Participate: I am always accepting ideas from readers. Currently I would like to hear ideas on the existing logo or another fictitious or existing brand that you would like to see me design or re-design a logo for. If you like what you see here then help me promote this site! If you are on Facebook then become a fan of the Circadian Creative’s Facebook page. Click the link in this post or the one at the top right of the home page. That way you can see daily updates on Facebook. As always, thank you for your support.
See you all tomorrow.