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Ongoing Case Study: UPRAW Negative Space Logo Design


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.

Update: 7th January 2017

Taken a decision to move away from the 'negative space' style of logo design, and instead we're now going with this stronger, bolder, cleaner and more impactful design.

Still based on the 'ur' initials, but in far more robust and angular way, which is far more in keeping with the UPRAW brand name.

UPRAW Logo Design Grid

UPRAW Logo Design

Business Card and Letterhead Mock-up's

Couple of letterhead and business card mock-up's, to help present the logo design in a more aesthetically pleasing, and realistic format, for the client.

Really pleased with this new logo design direction; that new logomark looks really striking on both the letterhead, and business card, in both black on white and white on black.

 

upraw-logo-letterhead-mock-up upraw-logo-business-card-mock-up

Logo Design Font Pairings

Image below shows some initial exploratory font pairings for the UPRAW logo.

Basically trying to find the right proportioned font that looks like the right fit up against the logomark.

When looking to pair a font with a newly design logomark, I take into accounts aspects such as: font weight, font width and height, overall proportions, any specific font styling and kerning styles.

We settled on the top-right version, which is actually Eurostyle Bold.

Upraw logo font pairings




VIEW’D: Logo Design Case Study – Social Video Calling Application Logo and App Icon Design


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



Standardising the Golden Arches of the McDonalds Logo


Golden Arches McDonalds Logo McDonalds Logo McDonalds Logo McDonalds Logo

Standardising the Golden Arches of the McDonalds Logo

Now and again I go an peek around the inner most depths of some big-wig agency type websites.

This time round I found this rather interesting Case Study on McDonalds, and specifically the famous Golden Arches, over on Wolff Olins' website.

Just look at how many variations of the Golden Arches existed before Wolff Olins came along! What a nightmare! 

Whilst you are there you really ought to take a good look around, as there are a number of other interesting things to find.

McDonald's Case Study

An inconsistent icon

As arguably the third most-recognized icon in the world, it was surprising how inconsistently the McDonald’s brand was presented. A wide range of vendors, agency partners, internal marketing professionals and franchisees needed to gain access to McDonald’s brand assets and found it difficult to do so. This led to work of less than perfect standards across all types of brand touchpoints.

Guide for golden arches

Wolff Olins conducted an extensive global audit of all brand touchpoints. From this information, we worked with Global Marketing to agree on one standard set of McDonald’s golden arches and the basic usage guides around them. We also devised a way to make it easier to produce branded materials – creating an online brand center with assets that even a marketing novice would be able to navigate to find the correct artwork format fit for purpose.

Read more: McDonalds Case Study