You can read some case studies and examine my logo design process about selected logo design projects.

Case Study 1 - Prosper Health and Safety Solutions.

The Background

Prosper Health & Safety Solutions are a start up business from Bedford. They specialize in health and safety training in and around the Bedfordshire area. They visit small to medium sized businesses to give on the site safety training and lectures about the importance of safety in the workplace. They needed both a website and a new business logo to begin there marketing. They came to me to create and identity, logo and website solution.

The Logo design

Prosper’s tagline is, “Because prosperity is no accident” the business owner Gary Smith described the logo as needing to be professional and to instill confidence in people who wished to use his services. Gary wanted to give the impression that the company could prevent accidents and instill calm and prosperity and make the workplace free from health problems and accidents.

• From the brief we formulated we decided on a nature themed logo that gave the idea of his company being able to create prosperity, growth and calm in the workplace.

• Rounded and simple shapes were needed because they wanted to convey an attention to detail as well as a professional and understanding manner that the company has.

• We also decided that we should use a logo and text to amplify exactly what his company specialized in. We decided that the font that I would use would need to be very easy to read and the word “Prosper” would need to be created using a type of serif font, that would show sophistication and knowledge in the firms market area. The 2nd font would include the words Health and Safety Solutions and would have to be set in a sans serif font and with a large amount of tracking to increase readability.

• We also decided that we should use a logo and text to amplify exactly what his firm did. We decided that the font that I would use would need to be very easy to read and the word “Prosper” would need to be created using a type of serif font, that would show sophistication and knowledge in the firms market area. The 2nd font would include the words “Health and Safety Solutions” and would have to be set in a sans serif font and with a large amount of tracking to increase readability.

The Concepts

Part of my design process makes sure I step away from the computer, sketches and mind maps allow me to have a better flow of ideas and creativity that technology sometimes stops.

When I have done this I then turn to the computer to start to flesh out my designs. The following stages show the refinement of the logo to the end product as well as some additional unused ideas.

As we worked towards the final design, Gary gave me input as to how he wished to change the logo, these were all minor changes and we eventually decided of the final design that’s used for his company now. Gary was pleased with the outcome and felt it suited his company perfectly.

Usage

Prosper now use the logo in all of their stationary and on their website. Here are some examples.

Case Study 2 - Beverly Trotman

The Background

Beverly Trotman was one of the contestants on the TV show X Factor. After X Factor she soon signed to the Gospel Record label Integrity Music and is currently staring in the musical Fame. Beverly asked me to help her create a new identity and branding for future events she was participating in. This included printed media and web promotion and on social media sites such as Facebook, Last FM and Myspace. Part of her identity was a new myspace layout that I designed.

The Logo design

From the design brief we formulated that the logo would have to reflect Beverly’s sense of elegance and style. We needed to try and find the perfect match for her style of music and visual identity. Having a background in Gospel and Soul the logo would have to have classic elements and remain timeless and be used continually in the future.

It also had to be free from the X Factor background. As she is now embarking on a post X Factor venture in music and was busy performing at her own shows and events. It could associate with X Factor but did not necessarily have to reflect she was in the show.

We also decided during writing the design brief on about the correct colour palletes that could be possibly be used for the logo. These colours would be light and dark greys, deep brown, dark red and also cream.

We also looked into the wording as her surname “Trotman” was quite a bold word and she seemed to be remembered more as “Beverley” than her surname. An emphasis on the first name was decided and darker brown or red would be used in the colour. Other research involved looking at many others Gospel artists and trying to find something original and unique to distinguish her from the many other gospel and soul artists.

The Concepts

As we worked towards the final design, Beverley gave me input as to how she wished to change the logo, she felt the two disconnected circles should be more handwritten in style to give a more personal approach. There were some continued changes until we came up with the final design.

Usage

Beverly currents uses the logo on her myspace page. She is planning a website and will be using the logo on her events and marketing with her label integrity.

Case study 3 - Vivez Sans Temps Mort Records

The Background

VSTM Records are an experimental record label from Luton, Bedfordshire. They now run also web magazine called The School of Unthink and a multimedia festival in Luton called Dislocation Festival. The artists on the label are also it’s owners and the label relies on collective intelligence and collaboration between artists to form it’s music and catalog. The type of music they create would be labelled as Experimental. The french translation of “Vivez Sans Temps Mort” in English means “To live without dead time”. The phrase comes from a piece of graffiti written in France in 1968 by the situationist international movement.

The Logo design

The brief explained that the logo had to reflect the individuality of the label and be professional, memorable and exciting.

• The logo had to be created in black initially as there was a variety of print material that used different background colours and the logo would have to be represented clearly on each. This would be done by changing the logos colour when creating the print job. For example when the logo needed to be placed on a black background it would be turned white and on white or lightly coloured background the logo would be black.It was going to be used firstly in a booklet for the up and coming dislocation festival, so would have to able to be seen at a small size and still be recognized. A case study of dislocation print material can be seen here.

• Looking at the history and meaning of the name of the label as well also listening to the music made me understand that the artists on the label were very expressive, radical in style and liked to explore uncommon ground. This needed to be reflected in the logos shape and form. As such it was decided a break from traditional shapes would be needed, such as the ones used in corporate design.

• The long name and it’s French wording, would mean the font would have to be quite plain and traditional. Their would need to be an emphasis on the word “Records” as I felt the name was not memorable enough to an English audience.

• The logo needed to show that the artists are a close knit community and that they were forward thinkers and also show that they believe collaboration of ideas to form a great way to create meaningful art.

The Concepts

After various sketches and mind mapping exploring the various shapes that could be used in the design, I started to flesh these sketches out in Illustrator. The following designs were just a selection of the concepts created in the making of the logo. This process helped move the design towards it’s completion.

I found very early on that a upturned triangle gave a strong meaning of structure and balance. By turning it upside down, it gave a different kind of structure, unusual but effective and dynamic.

Upon presentation of the initial design the label found it reflected the labels owners well and it would suit the demographic they were hoping to appeal to.

Also on the first design, I choose to abbreviate the “Vivez Sans Temps Mort” to VSTM to just capitals. This initial idea was rejected as it was found to be less sophisticated than needed and the full wording of the label should be on the logo, as the abbreviated version “VSTM” was meaningless.

After more editing and refinement I presented the final logo to the label who were pleased with the end result and felt it perfectly summed up what the label was about.

Usage

VSTM use the logo on their website, posters and also on there dislocation festival program guides.

Poser Design promotion for VSTM Records. Using VSTM Records Logo. 2008.More details in the print design section of the website.

Website Design  for VSTM Records. Using VSTM Records Logo. 2009. More details in the web design section of the website.