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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.

 

UR Negative Space Logo Design

 

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.

 

 

 

UR Negative Space Logo Design

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.

 

negative-space-logo-design-sketches

Further Updates

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.

 

Baze iOS Application Icon Logo Design

 

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.

 

Baze iOS Application Icon Logo Design


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.

 

Logo Redesign for Homes Alive Pets

 

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

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.

homes-alive-pets-store-logo-and-sign

 

Logo Redesign for Homes Alive Pets

Just a few of the colour options we look at for Homes Alive Pets.

 

homes-alive-pets-cat-dog-logo-design-ideas

Very early drafts of cat and dog style, even including a photo of me and my German Shepherd, Miss Charley.



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).

Feedly-Logo-Design-Designed-by-The-Logo-Smith

VIEW'D is set to be a new dynamic application that brings phone and video calling to a whole new experience.

 

logo and ios app icon design Social-Video-Calling-Application-Logo-and-Icon-2

logo design case study sketches logo design case study sketches

video-message-chat-app-logo-and-icon-design-1 Social Video Calling Logo and App Icon Design video-message-chat-app-logo-and-icon-design-1 Social-Video-Calling-Application-Logo-and-Icon logo design case study typograhy

Video chat app icon and logo design Video chat app icon and logo design

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.

video-ios-application-icon-and-logo-design

 

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.

 

Work in Process text search logo design by The Logo Smith

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.