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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.


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.



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:

GPS Fleet Tracking and Management Logo Design: Work in Process

As a freelance logo designer in the UK (hire me), I do get to work on some pretty varied logo projects. I was recently hired by: Global Positioning Specialists - Fleet Tracking and Management, a play on GPS: Global Positioning Satellite to create a new logo and brand identity for them.

Initially I was trying too find a way to incorporate the 3 initials GPS, so instead looked at creating a standalone logo mark, based off maybe just one of the initials.

GPS Fleet Tracking Logo Design-by Freelance Logo Designer The Logo S

It occurred to me that the ‘G” was probably the best bet as it lends itself nicely to a few relevant connections to GPS, but when created in the way I have designed it, becomes even more connected to fleet management and tracking.

This G took some time to evolve, trying many styles, many ways to construct it etc. Ultimately I landed on the idea of a ‘x’ marks the spot, or pin point of something, even target cross-hairs in a way.

The arrangement then was the trickiest, and i wanted to try and portray the idea of GPS signals being bounced from satellite to ground, and back up, ending in a sort of arrow pointing up and to the right as well as into the wording itself.

So this creates a sort of graphical representation of data and tracking signals, but also the ‘x’ can represent the individual vehicles and such like.


GPS Fleet Tracking Logo Design by Freelance Logo Designer

Image above shows various thicknesses and spacing for the logo mark.

The G is circular of sorts, so this also just helps with the connection to earth/orbit/data travel with the arrow also indicating movement of the fleet.

It’s not your usual GPS style of logo, and this is exactly what I was trying to achieve, to create something a step up from the ordinary, still using some literally connections and interpretations, but in a cleaner and relevant way.

The logo, when placed near the top of a letterhead, brochure, leaflet, advert, etc, can then also be bled/extended off the top, such as the image below shows. This helps reinforce the idea of signals coming down from the satellites.

GPS Fleet Tracking Logo Design by Freelance Logo Designer

The logo mark itself is also ‘square’ in shape, so will fit perfectly fit in social media profile images etc. May need to work on creating a more simplified version of this, so less x’s for smaller sizes for example.

GPS Fleet Tracking Logo Design by Freelance Logo Designer

Ultimately, the logo mark captures the meaning of GPS: Global Positioning Specialists - Fleet Tracking and Management, through various connections and meanings in a stylised graphical way, that isn’t cheesy, cliche or ordinary.

In that regards I think it ‘should’ be pretty unique in terms of how the logo mark has been designed, but more importantly how relevant the various bits are that make the symbol.



Looking for a Freelance Logo Designer for your own Logo Design Project?

If you are a real estate agent looking for a freelance logo designer for a new logo design for a new business, or are looking to update/refresh your current business brand logo, then I'd love to hear from you.

Don't forget: you can look at my extensive logo and brand identity portfolio designs here: Logo Design Portfolio, and Monomarks page.

Alternatively, if you know what you are looking for, then you can take a look at my Logo Design Brief, and maybe fill that in so we can get started.

Please call/text me on: 07816 527462, or email: [email protected] for more information on how I can help you with your graphic design, and logo design requirements.

My Pure Storage (flash-storage) Logo on an LCD Sign at JFK Airport

Pure Storage, a flash-storage company, has to be one of my proudest logo and brand identity design accomplishments.

Having designed the logo back in 2012 for the then unknown flash-storage company, which was also stealth mode start-up at the time, Pure Storage has quickly become a major player in the industry, and ranked third in the flash-storage market behind EMC and IBM.

TechInsider: According to its S-1, Pure Storage made about $174 million in revenue last year, roughly a 4X jump from the previous year. It has already made $159 million in the first half of this year, putting it on pace to hit nearly $300 million this year.


Pure Storage Logo on LCD Sign at JFK Airport


Colin Willems (@colinwillems) on Twitter snapped this photograph (above) of a Pure Storage LCD advert at JFK airport, and send me the photo. 



Watching my little baby growing-up over the years has been pretty amazing; to see how and where the Pure Storage logo has been used and applied, has also been rather mind-blowing.

It's almost starting to become a little unreal just because when I designed it, Pure Storage were a complete unknown, so I had no idea what was to become of them further down the line.

Here are a few other photographs of the Pure Storage logo in use:

Pure-Storage-Logo Flash-Storage in-Wall-Street


PureStorage Logo on Flash ArrayPure-Storage-Brand-Identity-Flash-Array

purestorage backlit wood logo sign


Logostack - Real World Logo & Brand Identity Design Inspiration

Real World Logo & Brand Identity Design Inspiration

LogoStack is about showing real world logo and brand identity design inspiration; not the conceptual, or the make believe. Every logo design you see on LogoStack is used, or has been used, in the real world.

LogoStacka collection of real-world (no concept, or fake logos here) logo & brand identity designs.  Logo design inspiration created by you; acquired and hoarded by

It's also worth noting that LogoStack is a reflection of the type and variety of logo and brand identity design that inspires me. LogoStack is a personal collection of real world logo designs that I am collecting, hoarding and sharing.

All projects on #LogoStack are indexed by Client & Designer; easy to view other works’

Proper Attribution

The intro text for each logo clearly describes the brand name. We also have the name and link to what: graphic designer, studio, agency etc, were responsible for the overall project, both of which are filterable, so you can easily search for other projects by designer and/or client.

I usually include a few words about the design, with a few supporting images, to the show the logo in context if I feel like it. :)


If you see any logo and brand identity projects that you feel would be a good fit for LogoStack (if you think you 'get' my aesthetic), then feel free to give me a shout on Twitter:


Feedly logo versions design by imjustcreative

Feed Your Mind On The Go from Feedly on Vimeo.

Feel particularly chuffed this evening after seeing the above Feedly logo animation, and video.

At the time of designing the Feedly logo and app icon I had no idea that it may eventually be animated. So to see it unfold at the beginning of this video has left me with quite a smile on my face.

If someone had asked me how I would have liked to have seen the Feedly logo animated, and if I was able to imagine it being animated, then this exact video sequence would have been how I would have liked it to have panned out.

The logo animation is brief, but the smooth laying down of the white strips on the green is just perfect in my mind, and really fits in with the initial concept and design process of this part of the logo.

I am so proud to be part of the whole Feedly experience and seeing my first ever logo animated in this way has really been a wonderful experience.

View original full-size HD Feedly Video

Feedly Video Credits

Motion Designer Mattias PeresiniMusic OBNY Music & Sound Design

Dribbble Playing Card

The Logo Smiths Dribbble Playing Card

My New Dribbble Playing Card Created from Logo Portfolio

In an effort to create some visual consistency across my brand identity I've just updated my Dribbble Playing Card image.

I've been creating social media profile header images from my Monomark (logo mark collection): the visual component of a logo design displayed in glorious Techniblack.

The Logo Smiths Twitter Profile Header



I've recently updated my Twitter, Facebook Page and Google+ Page with similar page header images, and they all looking pretty striking I think.

Well, I'm happy with them.

These individual logo marks make a great mini logo design portfolio, and provide an instant glimpse into the overall graphic design style and range of ones work.

I've also added a cheeky little line which says, 'Hire The Logo Smith'. Why not, any call-to-action is a good call-to-action

They are also a nice little reminder to myself, at times of self doubt and such, that I'm actually pretty handy when it comes to creating logos. :)

The Logo Smiths Dribbble Graphic Design Playing Card

When a Client Loves Your Logo Design

When a client 'loves your logo', hearing those words can make all the difference to your day, your feeling of self, your confidence and just providing a general sense of work satisfaction.


Loves Your Logo Design


Yesterday this email just flew into my Inbox, and although it's short, it's incredibly sweet, and it just hit-the-spot.

In particular just the, "I LOVE THE LOGO!!!!", all in upper-case and multiple exclamation marks really stoked me.

This email from Andrea really made my day.


Hi Graham,

I am writing from the new chemav e-mail account and you can use it now on.

I LOVE THE LOGO!!! So, I'd like you to proceed with the next stage including colours evaluation.

Many thanks, I love it

Have a nice evening


Dr. Andrea Volpato Chemav Consulting

Logo Design Concept and letterhead

TP PT Logo-Design-for-Sale Designed by The Logo Smith

tp pt logo design for sale

PT TP Initials Logo Design For Sale

This PT TP logo for sale is based on the initials P and T, but given the relative positions of the letters, both versions are equally viable, so you could have the initials in either of these two combinations.

This would make a great personal logo mark, monogram of sorts, for example if your christian and surname start with PT TP etc. This logo mark would also work very well as a strong, bold and very clean company logo.

There are a number of style options available according to your requirements: colours, and any custom wording you may need.

Logo Design Details

This overall size was designed with an iOS application icon also in mind, so it will work across all smartphone platforms, as well as social media profile image use etc

The cost for this logo and icon design, is £750, and includes: alternative colour options (the colours shown are just possible options), new wording, Logo Master Sheet, Letterhead Design and full Transfer of Ownership (copyright) from me to you.


This is an exclusive logo design, and will only be sold the once. If you buy this logo design, then you'll receive all copyright and artwork, and you'll be free to do with this logo as you see fit. I will not sell this logo design again, once it has been sold.

Interested in Buying This Logo Design?

If you are interested in buying this logo design, then please send me an email to: [email protected] and I'll get back to you.

TP PT Logo-Design-for-Sale Designed by The Logo Smith

Logo Designer for Hire

Logo Designer for Hire

Logo Designer for Hire: It's that time of year again when things just seem to wind down a little too much, so I'm just putting a little feeler out there to see if I can score a few more logo design jobs before Christmas.

Remember also that I am at heart a multi-talented graphic designer, which is to say I just don't design logos and brand identities, but also pretty much anything graphic design related: brochures, catalogues, flyers, posters, websites, signs, invites.

Some of the creative & technical services I offer at a glance

Freelance Logo Design; App Icons; Brand Identities & Corporate Guidelines; Brand Consultation; Custom Lettering; Secure WordPress Installs, Theme Customisation & Hosting.

Some Recent Logo Designs

Here are a few recently completed logo designs that I have worked on this last few months. As well as my logo design portfolio showing all my completed logo and brand identity projects, I also have a Work in Process page that shows, well, logos and other designs that are currently in progress.

kerr Recruitment logo and brand identity redesign Pedalworks logo design by The Logo Smith MoleseyCo brand logo design by The Logo Smith BrightNorth-Logo-Design-by-Graham-Logo-Smith

Logo Designs by The Logo Smith

I have over 25 years of industry experience

With a whopping 25 years of industry experience, including: graphic & illustrative design, logo & brand identity design, typography, typesetting, commercial print, reprographics, photography, marketing & advertising, I’m hopeful I can be of service.
If you are indeed looking to hire a Freelance Logo Designer, then one need look no further.

Looking for a Logo Designer?

If you are looking for a 'professional' freelance logo designer to hire—I do so much hate using that overused word, professional, it just makes one sound so unprofessional, but there are reasons to use it on very rare occasions, and for me, this is that one rare occasion—to craft you a meticulously appropriate new logo design, then I'm certainly keen and very able capable.

To help you find your feet, and steer you in the right direction, here are some useful page links for you (hopefully in order of usefulness):

  1. Logo Design Portfolio
  2. Price Guide
  3. FAQ's
  4. Enquiries
  5. Hire Me & The Creative Brief (this ultimately needs to be completed before a logo project can start, so feel free to jump straight right in with this)

If forms and things aren't your thing, then please do feel free to just call me up to discuss: 07816 527 462. Hope to hear from you soon.

GoGoBot Blueprint Logo Design

 Kerr Recruitment Logo Design Specifications and Construction

Kerr Recruitment Logo and Brand Identity Design Business Cards

Kerr Recruitment Logo and Brand Identity Design-Billboard

Kerr Recruitment Logo and Brand Identity ReDesign

Portfolio Update: I'm fortunate to be collaborating with Positive Advertising on this project for Kerr RecruitmentThis logo and brand identity redesign project is still currently in development, but I'm happy to share the process so far of this logo and brand identity redesign.

The images detail some of the extensive mock-ups, and mood-boards, that I designed for Kerr Recruitment. This was a project where only this one main logo idea was worked-up and presented to the client, hence the need to provide the client a visual way to see the true potential of the design.

The mock-ups are based on Kerr's current applications of the logo and brand identity, additional requests by the client as part of the redesign, but also more ambitious exterior applications like the billboard, and the interior brushed metal sign.

All these mock-ups allow the client to better visualise how the logo and the supporting identity materials could be used in various practical and physical applications.

Kerr Recruitment Logo and Brand Identity Design
Kerr Recruitment Logo and Brand Identity Design Interior Sign Kerr Recruitment Logo and Brand Identity Design Business Cards Kerr Recruitment Logo and Brand Identity Design Canvas Print Kerr Recruitment Logo and Brand Identity Design Business Cards Kerr Recruitment Logo and Brand Identity Design