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.