UPRAW Negative Space Logo Design Process
Here’s the very first attempts at vectorising the UR negative space logo sketch (below), that I have been working on over the last few weeks, for UPRAW.
The sketch shows how I'm trying to create a balanced set of initials, formed from the 'U' and 'R', but creating the 'R' from it's own negative space.
Notice how i need to keep an eye on the proportions of the negative space, compared to the proportions of the 'U'.
The proportions, mostly the overall width, of the 'R' need to look cohesive next to the 'U', which is relatively wide. You can see that the regular capital 'R' has very narrow negative space elements; shown in orange below.
Used two font styles (below), to get an idea of how the uppercase 'R' is styled in various fonts, and how the negative space elements (in orange) can vary from font to font.
The proportions of the 'R' need to be carefully created, so that it doesn't look out of place.
It's super important that when making this letter 'R' from such narrow elements, that it still needs to look like it could be a regular 'R', especially when viewed after the 'U', which is pretty much a regular shape 'U', but just cut into two, so more like a stencil.
The image (above) shows my progress in recreating the UR in Illustrator as a vector.
I have created four slightly differing versions so far, to just get a feel for what form of 'R' will look the most cohesive, and natural looking, when viewed next to the 'U'.
As I'm using the right hand side of the 'U' for form the R's vertical left side, creating the right side of the R out of it's own negative space, is actually pretty tricky, at least in a way that looks as normal as possible.
I'll be updating this Case Study page, with additional images and text, during the life span of this logo design project.
Case Study: Baze iOS Application Icon & Baze Logo Design
This Baze logo is an example of a client asking for a cheeky 'quick and cheap' logo & iOS application icon design; me being in an usually festive and cheery mood, and going along with said cheeky request.
From the client emailing me about doing a possible application icon for Baze, and me doing said Baze logo, took all of 30 minutes or so.
Probably the quickest, most efficient logo design project I've ever taken on, and the result being an incredibly pleased, and supremely grateful, new client.
Plus I love it, so it's a great logo design for the portfolio, and a bit of pocket money for me in the process.
The Baze Logo & Icon
It's a pretty simple idea, that just came to mind pretty quickly after drawing a relatively bold and clean letter 'B'.
The client also wanted to see if it were possible to shoe-horn the letter 'z' within the 'B', for which I saw a likely solution in my head.
After a few well placed curves, circles and a few round guides, it did look like the usually awkwardly shaped letter 'z', could actually be neatly positioned within the 'B'.
All without the overall logo looking like this angular shape was literally shoe-horned in.
This is a brief 'before & after' of a brand logo redesign (featured image above) that I completed for Homes Alive Pets, a Canadian pet store chain.
I'll be updating this post with further information relating to this projects development.
We didn't actually start the project intending to update their existing logo, instead the brief was to design a totally new logo design, and accompanying brand identity.
During the process of exploring logo ideas and concepts, it became apparent to the client that it was actually far better to keep with the existing logo, but to update/refresh it.
This made perfect sense given the accumulated amount of: brand equity, customer and client awareness, that Homes Alive Pets had successfully established in previous years of trading.
The challenge then was to craft a new pet dog, and a new pet cat, that would create a more comforting and characterful duo.
There were quite a few revisions and styles of the dog and cat, but both the client and I fell in love with the final design.
Logo Case Study - Logo Redesign for Homes Alive Pets
What I liked most of all with the new design, is how I wrapped both tails of the cat and dog, so as to make them look like they are almost cuddling and protecting each other.
I am actually really fond of this dog & cat duo.
It's certainly not a new or unique logo idea, to have a cat and dog represent a pet company, but as it was already part of their brand, I did what I could to make it as 'uniquely theirs' as possible.
Adding some floppy ears to the dog, and generally making both of them look a little more realistic, really seemed to make the whole logo far more welcoming, and friendly, as well a tad more cute. :)
Brand Name & Tag Line Creation
There was also a slight change in the brand name, so from: Homes Alive - Pet Centre, it became: Homes Alive Pets - simply wholesome, and naturally healthy.
I was able to help the client craft their new tag-line, which meant I also was then able to ensure it slotted nicely into the the space to the right of 'Pets', and took up two lines. Little details like that that might be overlooked, but the bigger picture is always so important.
As a little 'nod' to their Canadian heritage, the client asked that I popped a maple leaf on the letter 'i', it's subtle enough,
The new logo proudly displayed high above the store (apologies for the poor picture quality).
I love how the actual logo has quite a lot of depth. Looking at the dogs head, and ears from the right hand side, looks really good.
Just a few of the colour options we look at for Homes Alive Pets.
Very early drafts of cat and dog style, even including a photo of me and my German Shepherd, Miss Charley.
Rocket Science VFX (tv and movie visual effects company), is a logo & brand identity re design project that I've been working on now for a little while now.
I will update this ongoing logo design case study with new screenshots and photos of my mock-ups, sketches, and scribbles as they are done.
In this post are just a snapshots of the later stages of the project, showing the most recent logo design concepts, initial thoughts on the style of typography and all the messy sketches that go hand-in-hand with developing a logo design.
About Rocket Science VFX (RSVFX)
Rocket Science VFX: In addition to Script-to-Post Visual Effects Supervision, Rocket Science VFX maintains full-time Matte Painting, 3D environment and asset build, 3D tracking, and stereo compositing departments to create realistic environments and animation vfx compositing for features like "Pompeii" for Constantin Film, "Dolphin Tale", and "Dolphin Tale 2" for Alcon Entertainment, and "Chloe" and "Devil's Knot" for acclaimed Canadian director Atom Egoyan.
Our recent television credits include the Bafta award-winning projects: "Titanic" for ITV, and "Day of the Triffids" for the BBC, "Hannibal" for Gaumont/NBC, "Revolution" for Bad Robot/NBC, and ABC's Primetime Emmy-nominated "The Path to 9/11".
Rocket Science VFX - Logo Design Case Study
I initially started with the somewhat obvious: looking at a variety of existing retro, vintage, modern rocket logo designs and stock images.
No point starting a project like this without having a bloody good idea of what rocket logos and imagery already exist; obviously 1000's. Trying to find a unique angle for the new Rocket Science VFX logo would be a fun challenge.
With a pretty literal name as Rocket Science, it would be hard to not use some form of rocket theme for the new logo, but how I would achieve this was the question.
It was really just this selection of various rocket imagery that really got me thinking about finding a less 'obvious/well used/common/cliche' way to represent a rocket.
No doubt we could come up with a style of rocket that was relatively new, but they all get merged and sucked into one collective vat of rocket logos.
I also researched Sputnik, as this is a logo design idea the client had previously looked at in previous logo redesign exploratory work, before hiring me to take on the rebranding.
This is where I basically went back to the previous Sputnik idea, with the dots/circles, which does reflect the link to programming scripts within the VFQ process, and tried to look for a new and different approach…
I also quickly looked at the 'science and equations' aspect, so focusing more on a typographic solution that literally played into the 'science' portion of the brand name.
I kinda like the way some of the names look, using the brackets to make a faux equation out of the initials.
You'll see I was still playing with the idea of the Sputnik visual integrated into the science equation aspect also.
However, I didn't get a sense of 'new and different' from any of these, so this direction has been put on pause.
Moving on, I started playing with bigger and more solid circles, maybe planets orbits, or extensions of the Sputnik, or even molecules\atoms RE Science…
This last shape started to trigger something which I needed to explore further (below).
Those solid circles with holes, eventually reminded me of rocket boosters, and the massive engines of a rocket!
Seems an obvious connection, but you can get so entrenched in a previous idea, that it's not always easy to see another direction.
Immediately excited by this new direction, as it screamed: massive, big, science, space, movies, everything that Rocket Science VFX is about, and gets involved with.
I also could see how this could be developed in a clean, fresh, bold logo format, and it got us away from the overly common side profile view of a rocket.
This bottom engine view is also so powerful, and represented so much energy and power, not to mention opening up a number of visual openings for logo ideas.
Have to say, I was getting quite excited at this point…
This is the initial mock-up (red imagery above) of the rocket engine view. A really strong, clean, bold and simple image that creates a totally different perception of a rocket.
Also, this form of logo would be easier to use, replicate, scale, place and play with due to it's square boundary box.
I then, at some point, when thinking of a way to alter it a little bit from a regular 5 engine rocket.
So I got back to thinking of movies, TV's and then another 'lightbulb moment': recalled that movie projector reels would be a perfect play. By adding it a 6th big circle, you have a very 'subtle' reference to a movie reel.
I don't want it to be too obvious at all, but a compromise would be adding a solid circle as in the right hand version.
So the result is a compact logo mark, formed from the most powerful and amazing part of a rocket, it's engine and boosters, along with a cheeky nod to the movie reel.
I like incorporating 'cheeky nods' as and when I can.
- So here are some preliminary logo lock-up's (above, and number referenced below), using 2 main initial font styles to provide better context for the rocket engine logo idea. I have used both the movie reel, and non movie reel version, as they are quite different in overall look and feel.
- I started to like the way a more defined 'badge', or contained logo block, could be created from the logo and the wording. I added a dummy tag-line, as I think it would be useful to include one with the logo, (something the client and I would look at later).
- This was a bit of a fluke, but the initials fit nicely into the 5 circles, but this would only really work as a larger format logo, and could possibly be animated through spinning, or something else altogether.
- The movie reel version with the large solid circle actually looks quite cool in this format.
- Also very strong, solid and fuss free layout option.
I do like this taller 'stacked' version (above). It has more information and wording than I'd usually be comfortable with, but if nicely spaced does works well as a prominent brand mark.
I can almost imagine flames and smoke coming out of the engines, towards the screen/user, and maybe slowly rotating as the rockets etc do when they start their journey to space.
The Next Phase
After showing the client the previous logo mock-ups, and ideas, there was some great feedback.
One of the suggestions: to try and turn the previous 'flat' ideas, into something that had more depth.
I did play with this suggestion (sketch above) by tilting the previous flat designs, and came up with some logo sketches of the rocket booster engines, and nozzles, at a far more dramatic angle: tilting it closer to the 'viewer'.
I've added hint of a ‘capsule’ nose to the top of the engines, or alternatively a very extreme depth of field, of the entire length of the rocket shooting off into the extreme distance.
IN terms of being able to bring their logo to life through animation, this could see flames, smoke, and shimmering invisible heat effect, and vibration, as the engine rumbles into life.
So this is where the project is at the moment, and I'll update this Ongoing Case Study with further updates, sketches, ideas and comments as they occur.
VIEW'D - Logo Design Case Study
VIEW'D is a new logo design and iOS app icon design project, which I'm currently working on, and am happy to share the ongoing logo design case study of this ongoing branding project.
I will update this ongoing logo design case study with new screenshots and photos of my mock-ups, sketches, and scribbles as they are done.
In this post are just a few snapshots of the later stages of the project, showing the most recent logo design concept (above), as well as some initial thoughts on the style of typography for the VIEW'D brand name.
VIEW'D - Logo Design Case Study
This is proving to be a fun and interest project to work on, mostly because it's challenging. I like a challenge. It's challenging because there are a few direct competitors to VIEW'D: namely Skype and iChat, but this app has some practical advantages that could make it a worthy contender.
Getting the styling and branding right, and probably the iOS app icon in particular is really important.
I know for a fact that a nicely designed application icon is important, and can play a big role on someone choosing to download it, or place it pride of place on their main home page screen.
Its like the 'don't judge a book by it's cover; but a lot of us do.
To this effect I've chosen to adopt more of an overall visual graphic, than a regular logo. As in, the brand name and typography is pretty secondary to the actual eyeball, as this is what will ultimately be seen first.
Actually the same was true for the Feedly logo (which was also animated) and app icon design I did some years back, and that's still going strong.
There was more of a design focus on the cross platform application icon, that the actual logo as a whole. You rarely see the 'feedly' name (set in Helvetica).
VIEW'D is set to be a new dynamic application that brings phone and video calling to a whole new experience.
Design Updates: 07.09.16
Some minor changes to the eye, by removing the outer light blue border that was previously there.
Also enlarged the inner dark blue circle (iris) and the Play icon relative to it's surrounding elements.
As a freelance logo designer, the number of logo ideas and concepts that end up either off-the-mark, or simply no-good, can vary from project-to-project.
However, I like to feel there is rarely a wasted moment on a project as some of the unused logo ideas can either be repurposed for another client, or in my case, sold as mentioned in this post: Custom Logo Designs for Sale, and currently shown on the Logo Designs for Sale page.
This logo design can also be viewed on Dribble: https://dribbble.com/shots/2904763-View-d-Logo-iOS-App-Icon-Design
Case Study: txt.search Logo & Icon Design
One of a few Work in Process graphic design logo projects I'm currently involved with is this one, called txt.search: a web app that helps facilitate the searching of text strings, and other text data, within a mass of data.
To help portray the somewhat 'raw' and 'data driven' aspect of this app, but without making it look boring or meh, I've been playing with a slight retro 8-bit approach with the icon.
I've tried to incorporate the idea of an 8-bit text and/or a text file icon, within the graphic for the customary icon for 'search': the magnifying glass.
The end result, so far, is a hybrid of a text file document icon and said magnifying glass.
I also took the liberty of playing with the brand name, as it was initially Text Search, but thought it would be more relevant to shorthand it to the often used text prefix .txt, hence it now being referenced as 'txt.search'.
There is still a possibility that it will be switch round to read 'search.txt', but this depends on a few things with the client.
Positive progress so far.
And don't forget: you can see other aspects of my other logo design projects in progress work here: Ongoing Logo Design Case Studies
Ongoing Logo Design Case Studies is an ongoing collection of (in no particularly order of arrangement): logo design sketches, napkin doodles, rough ideas & concepts and mock-ups of various logo and brand identity projects and diagrams (blueprints) showing the construction and development of various logo designs etc.
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The Logo Smith: Logo & Brand Identity Design Studio, with 25 Years Experience,
in Cahoots with, The PR Room - Public Relations Agency: Tech, IoT & Smarthome PR Services.
Graham Smith: 10 Badgers Copse, Seaford, East Sussex, England.
Tel: +44 (0) 7816 527 462 - Email: [email protected]