A logo design was commissioned by Neil from RT Gas and Oil Heating who was just setting up his new business. He needed a logo that reflected the services he offered, and the logo needed to communicated a strong, confident and trustworthy message to his customers.
As part of being a good designer you have to know how to manipulate the formal elements to communicate the right message to the right audience. You also need a clear brief, know the customers target market, know and understand their competitors, what is the market placement and what the client visually likes and dislikes. Therefore visual research is required to be able to generate ideas to ensure your logo design is unique, creative and original. Some of the best designs look the simplest but have taken a phenomenal amount of talent to get it to the final stage.
So we embarked on a design journey, fist presentation of the logo designs won the client over, the logo was chosen and develop a little to ensure the colours worked. We did some market research and received feedback which is always an effective approach to find out exactly what people think in order to refine the design.
The logo design was applied to a range of stationery, van graphics, business cards, flyers and website. Neil is highly delighted by the results.
Stephen Cree and I have worked together now for over 5 years and it has been a joy and have recently had the honour of designing the new identity for Orange Crush Digital. Designs have now steered away from the 3d gradient style and back to good old flat graphics which I personally have welcomed. Things are looking a little too similar for my liking.
Anyway the brief was that the new identity had to look creative, professional, confident, definitely not fruity, had to integrate on all social media platforms and be a little ‘different’ to reflect the ethos and integrity of the company. The logo needed to be communicate the main design and digital processes used and so this was my lead as well as using the main orange colour.
I began to play around (design term = research, exploration and experimentation) with the initials and was heavily influenced by negative space logo design. I was however, fully aware of the OCD initials and all the interpretations and connotations this would attract and so was very conscious the design should not be straight forward.
I am proud to say I have fulfilled the brief, met the high expectations and with a few little tweaks the new corporate identity was born. The final logo design uses the symbol; orange ‘O’ the background, ‘C’ as the negative white space and the orange ‘D’ off centre, all set to the right – so it could look like a computer mouse, lozenge, button, it can be viewed on its own and when tilted, complements the beautiful strong Swiss typeface perfectly.
Above are my initial experiments using the initials with the existing logo design top left.
Through a very nice chap, Nigel from NJM Solutions Ltd, referred me to Martin English from Homelink, who wanted to update their existing logo and branding to coincide with a relocation.
I was again lucky enough to get the job and worked with Martin from the logo designs, applying this to the range of stationery and promotional advertising needed for a prominent letting and management business to designing their office signage and interior. Martin was great to work with and receptive of ideas, often juggling business, staffing & holidays, decorators, builders and a demanding designer can be at times a little stressful not to mention deadlines.
The result however was an identity that brought Homelink up to date, communicating confidence, giving the business a new fresh feel which has already increased footfall through the door – which goes to show how important your business brand is!