The Logo Smith - Freelance Logo Designer For Hire

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June 14, 2011

Pure Storage Identity Design


The Pure Storage story has been one of pride and patience. The logo is one that I have been particularly proud of but have not been able to fully exhibit it due to Pure Storage being in stealth mode. A brief summary that was posted back in August 2010.

Only now am I able to show further images of the logo and identity in context and I am really bloody excited to see what the guys at Pure Storage have done in visualising the logo on external physical objects.…

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June 1, 2011

Using Guides, Grids & Pretty Circles In Logo Design

Over the last year or so I have received a number of emails from designers asking me about the importance of creating logos using guides, grids and lots of pretty circles.

I can fully understand the anxiety and uncertainty that seeing these methodical and scientific structural breakdowns can leave on your soul.

A personal example of what I am referring to the single page identity guide that I put together for Wavepulse Acoustics.…

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February 4, 2011

Tom & Teddy Logo & Identity Update

Img 2011-02-10 at 19.12.25

Initial artwork for an ongoing project Tom & Teddy, this is pretty close to what the end logo will be like, finer details such as optimum spacing, colours etc are still being worked on. Further descriptions and a detailed logo process article to follow.

What follows is a brief outline of the brand.

Tom & Teddy is a premium beach and summer fashion brand, focusing on matching fashion wear for father and ‘younger’ son.…

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December 29, 2010

Fonts in Use featuring The Egotist Network


Whilst getting over Christmas, I was preparing a quick post about Fonts In Use (found on Coudal) but then they featured an article about The Egotist Network which I also wanted to post about. So now I can blog about both in one post. Convenient.

That pretty much sums up what Fonts in Use is about. The website is a lovely catalogue of typography in use in the real world, from branding, advertising, signage, packaging, publications, in print and online — all with an emphasis on the typefaces used.…

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