The Brief - Alvin Design Ltd.
Mr. Alvin approached me to design a logo for his engineering company, Alvin Design Ltd. He wanted something that was light, minimalist and gave off immediate connotations to the industry he works in. The logo was to be used for his company profile, email signature, invoices and LinkedIn page. The logo was to be exported in various formats for the different types of documentation the logo would be used in.
A range of concepts were designed for the task, exploring the use of different typefaces, imagery and gradients. Reverting back to the requirements I opted for a sans serif font for the logo with variations pertaining to font weight and kerning. Logo Concept 1 utilised a 'typeface that effectively removed parts of the letters to create a modern, futuristic design that maintained legibility. Though imagery was incorporated at first, it was ultimately removed as it would distract from the typeface and seemed like overkill to use.
Logo Concept 2 opted for a clean typeface with considerable amount of kerning and medium weight. With regards to the imagery, a compass and protractor was applied to not only represent the tools used in engineering but also reflect the 'A' and 'D' of Alvin Design. This logo did err towards a playful aesthetic, which gave Mr. Alvin an option he may not have considered.
Logo Concept 3 employed a squarer typeface and a similar level of kerning. For the imagery, a square made up of two right angle protractors was designed. The shape could be applied more easily in places where space is limited and the text had to be omitted. Initially I had placed the text above the imagery but the information hierarchy here was jarring. However due to the square aesthetic of the logo, the text could be harmoniously placed underneath or to the side of the imagery.
Logo Concept 4 utilised a typeface that was lighter in font weight. To create a more serious aesthetic within this logo, the kerning was reduced. This also improved the legibility of the text when the lighter typeface was applied. A cog was used for the imagery to afford connotations of engineering. The cog was divided into four sections, each one adopting a different colour of a gradient to give the imagery depth and create intrigue. The combination of light typeface with a distinct image offered balance within the logo as a whole.
Logo Concept 5 used a combination of both text and iconography for the logo image. The heavy lines in the cross offset with the lighter lines used in the icons and letters created balance within the image. 'A' and 'D' were placed at opposing sides of the cross where the compass and protractor icons occupied the perpendicular spaces. Ensuring the angles of the icons' lines matched those of the central cross allowed for a cleaner design. The typeface used in the image was applied to the text underneath to maintain consistency and create a more pleasing aesthetic overall.
To give Mr. Alvin a holistic view of what each concept would look like in-situ, additional documentation was supplied whereby the logos were placed on an email footer and his LinkedIn page. This helped Mr. Alvin decide which of the concepts he felt would be the most appropriate to move forward with. I presented each of the concepts and conducted a walkthrough to explain the thought process behind them. The feedback given was of high praise and an appreciation of the range of concepts provided. It was Logo Concept 5 that Mr. Alvin preferred and proceeded to choose this concept as the visual representation of his company.
Logo Concept 1
Logo Concept 3
Logo Concept 5
Logo Concept 2
Logo Concept 4
Logo Concept 5 on an email footer
Logo Concept 5 on Mr. Alvin's LinkedIn page
The Brief - Bridge City Rollers.
Bridge City Rollers is a social rollerskating club in Cambridge, aimed towards anyone living in the local area and revered rollerskating. Mr. Quigley set up the social club but needed a logo to be used on social media channels, messaging groups and eventually, on teeshirts. He wanted a roundel design which incorporated some imagery to reflect the nature of the club. The logo also needed to be supplied in various formats to accommodate for its intended use.
Four concepts were designed, each one adhering to the requirements set out by Mr. Quigley. I explored various typefaces and iconography to be used on the logos as well as the arrangement of the aforementioned elements. To maintain legibility of the text, a simple approach was adopted whereby text was placed around the shape of the circle and the imagery was small enough to provide ample white space but big enough to be recognisable. Each logo was designed in black and white on the basis that an array of colour schemes would then be applied to the chosen concept.
Logo Concept 1 was made up of concentric circles and an amalgamation of two typefaces. A thick font was used for the 'Bridge City' text to ensure legibility at small sizes and give off an informal sentiment. The 'Rollers' text utilised a disco-themed font to reflect rollerskating connotations. A bridge icon was placed centrally to add the finishing touch to this concept.
Logo Concept 2 used a ridged design for the border of the roundel to add some variation to the designs. The text shape was distorted to sit within the circular shape of the logo. This design reduced the number of concentric circles to provide more white space for the elements to reside on. A rollerblading icon was custom drawn and placed as the main focal point to reflect the nature of the club.
Logo Concept 3 saw the incorporation of a simpler, hand-drawn rollerskate icon and sat in a semicircle above a banner that hosted the 'Rollers' text. This was used as the focal point of the logo. Underneath this banner, lines were placed to look like a road looking to the horizon as well providing additional shapes and balance to the roundel.
Logo Concept 4 had a different flavour to it; though not a roundel, an alternate approach to the arrangement of icon and text was worth exploring. Opting for a stacked alignment, the logo created a nice rectangle shape that would be easy to work with for use on promotional materials.
I set up a presentation for Mr. Quigley to show the progress so far and whether the logos were satisfying the requirements laid out in the brief. Though these designs were looking how Mr. Quigley had intended, I was informed during the presentation that a change in club name had occurred; 'Bridge City' was now 'Cam City'. He also expressed that he was very fond of Logo Concept 3 and the amended club name should be applied to this concept. As amendments were being carried out, I also reflected on the use of the white fill upon which the rollerskate icon sat. Thinking about how various colour schemes would work within the logo, I decided to remove the fill and opted to use a border instead. This border also provided a distinct area for the 'Cam City' text to be placed on. In addition to these amends, a change in icon was needed to balance the design. Moving forward with the borders concept, I took this and applied it to the new version of the icon.
Logo Concept 5 was the result of these amendments, which was met with resounding approval by Mr. Quigley upon further presentation. Various colour schemes were then applied to the design. To reflect the playful nature of the club, vibrant and disco-esque colours were used. An example of a social media post was designed with the logo to give an idea how it would look in-situ. The top left colour scheme (shown below) was chosen by the client, leading to the preparation of the assets in the appropriate formats for use across its intended channels.
Logo Concept 1
Logo Concept 3
Logo Concept 5
Logo Concept 2
Logo Concept 4
Logo Concept 5 - colour variations
Logo Concept 5 - social media posts
The Brief - Slow Mojo.
Slow Mojo is a blues-funk band that I formed a few years ago and played many legacy-laden venues across London. For the band's visual identity, I needed a logo to be used across our social media channels, merchandise, the bass drum of the drummer's kit as well as a flag to be used as a stage backdrop whilst the band performed. The logo needed to be eye-catching and recognisable when used on media by promoters and viewed by gig-goers.
The logo consisted of a roundel design, accompanied by concentric circles with a dotted line being used in between to create texture on the outskirts of the logo. To represent and pay homage to the bands have inspired the band members, a 'hippie-themed' typeface was introduced to the design and masked by the logo borders. Presenting the logo to the band fortunately yielded an unanimous approval. Following this, our social media posts were updated and we set to adding the logo wherever applicable to further promote the band's identity. For the Kendal Calling festival performance, I designed a psychedelic colour scheme to be used as an exclusive logo design. This would appear on the stage backdrop flag as well as merchandise. The logo has been used on the artwork I created for the singles we released, various promotional gig posters and even on a fan's leg as a tattoo!
Original Slow Mojo logo
Stage backdrop flag - Kendal Calling
Singles artwork - promotional poster - fan tattoo