Monday, September 1, 2008

Logo Design

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I was recently contracted to develop a corporate branding identity for a logistic firm in the US. They hired me to design a new logo, develop their website, produce content and design some marketing collaterals (brochures, business cards, etc.)

So the first thing I had to tackle was the Logo. I went straight to the nearest Powerbooks to look for books about logo designing. This isn't my first time to design a logo, but this is the most difficult as they already have a logo, and a really good one too. Furthermore, the last time I designed a logo was about a year ago, so I really had to touch up on my logo design skills.

I read through some books and found some really interesting and helpful techniques/tips. The best and most important tip I read from all the books I browsed through were these sayings:

"The designer who says he doesn't copy is either a liar or a fool!"


"He who copies from the most sources is most original!"

both came from "Logo Font and Lettering Bible" by Leslie Cabarga.
Read more about this book.

So I went to the design and logo catalogues to find my "Inspiration", in other words, copy some logos, hahaha! I found several logos that would really fit the client. Just had to mix them up to make it original. Hehe.

When I got home, I went straight to my desk and pencilled some ideas. Filtered the logos and came out with 2 compositions. Here they are:

logo2.gif Shows a compass to represent transportation and logistics.
logo3.gif added a stamp look on the background to represent mail and delivery, this is really just playing around with the logo.
Logo1 Link, somewhat imitates a chain link. Infinity, to conote completeness, and availability anytime.
logo1-2.png A square version
logo1-3.png A slanted square version
logo1-4.png A web 2.0 version, hehehe.

firstlink1.png My designer friend's composition.

Some more revisions of the Compass Logo: (Updated Sept. 3)

A less detailed but more modern looking compass.
Globe. The problem with this would be the cost on printing for letterheads and business cards. But this would look really good on the website.
A more printer friendly globe.

Let me know what you guys think and which one you would choose before I post the client's choice.


Marcel   I personally like the Web 2.0 version. Hehehe. I just love shiny and sleek looks.
September 1, 2008, 5:42 pm
Buckers   I personnaly like the first compass and the slanted square version. But generally you've done a fantastic effort. Well done.
September 1, 2008, 7:18 pm
Jack   Sorry to say but these logos are very weak and disjointed. Logo design is very hard to get correct, and it should be simple yet convey the brand value proposition and promise to the world.

Your photography is excellent however! I'd stick to that!!

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