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Pure Storage Logo Design Sketches & Ideas- The Logo Design Process


Pure Storage Logo Designed by The Logo Smith

Low and behold: I recently found the Pure Storage logo design sketches I drew for my favourite, and arguable most rewarding,logo and identity design project.

I thought I had actually lost a lot of my past logo design sketchbooks, during a house move, but I unearthed a box with heaps of sketchbooks in, a little while ago.

This was a very happy moment, as there's lots to be learnt from casting your own eye over your own past work, and those past brainstorming attempts, especially the early sketches.

It can help reinforce the notion: that starting from nothing, can end with something pretty cool.

So without further ado, here are those Pure Storage logo sketches. Marvel at, or pity, how I brainstormed myself to within an inch of my life.

Feel free to have a giggle or two, and see how shakily the creative joinery can start, and with patience and determination, the end comes with fanfare, and a place in the history books (maybe).

I've listed the sketch sheets in chronological order, so you can see in those last few pages, that I was homing onto the final design.

Also worth noting: this brainstorming was also helped along with a simple mind map.

Pure Storage Logo DesignSketches - The Logo Design Process

Pure Storage Logo Design Sketches The logo design process Pure Storage Logo Design Sketches The logo design process Pure Storage Logo Design Ideas and Sketches The logo design process Pure Storage Logo Design Ideas and Sketches The logo design process Pure Storage Logo Design Ideas and Sketches The logo design process  Pure Storage Logo Design Ideas and Sketches The logo design process Pure Storage Logo Design Ideas and Sketches The logo design process

Pure Storage Logo Design Sketches The logo design process

Pure Storage Logo Design Sketches The logo design process

The Pure Storage Mind Map

The mind map ended up being pretty simple, as I found myself on a particularly important trajectory very early on.

You can see how I ended up with the whole concept of bee's and honey, which ultimately lead to the honeycomb shape of the 'Pure P'.

Pure-Storage-Logo-Mind-Map

Pure Storage Logo Designed by The Logo Smith

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Rocket Themed Logo Design and Business Card Mock-up


This is currently a work-in-process, and I'm focusing on creating a unique rocket themed logo design, that will also look very sexy on a business card.

The main idea behind the logo design: rear view of the engine thrusters of a rocket, but as such an angle, that the rocket body is barely visible as it shoots off into the distance.

Very challenging to find a unique idea for a rocket themed design logo, so this is something I'm hoping is pretty unique.

This rocket logo is based on very simple shapes, using negative and positive space to create the notion of actual physical properties.

Rocket Themed Logo Design and Business Card Mock-up

 

Rocket Themed Logo Design

Embossed Business Card

The business card will ideally be printed on thick heavy card, that has a rough texture to it, then it will be embossed with the rocket logo, as well as subtle starry background.

The embossed rocket themed logo design  will then have a Spot UV (shiny varnish coating) applied, to give the overall effect of a rocket silhouette amongst the deep space and stars.

Images below show my main logo sketch idea of the thrusters, then also the development and progress of drawing the vector illustration in Illustration.

 

Rocket Themed Logo Design Sketch

Rocket Movies logo evolution

 



Letterpress Business Card for the UPRAW Logo and Brand Identity Design


Really pleased with how my logo design for UPRAW has turned out, especially when seen as a letterpress business card, on some heavy textured black card.

As you can see from the image, the angular nature of the UPRAW logo mark, seems to work so well within the shape of the business card, and looks clean and precise as a raised mark on the surface of the card.

 

Letterpress Business Card for the UPRAW Logo

Letterpress Business Card

upraw logo design

Upraw logo font pairings



Ongoing Case Study: Icon Design for a Color Picker and Swatch iOS Application


Pretty pleased so far on progress of these icons I'm designing for a Color Picker & Swatch application, for iOS.

There's already so many app icons, that are based on multi coloured elements, used for iOS applications such as: photography, drawing, photo editing etc, that it's quite a challenge to design something striking, and hopefully relatively different and unique.

 

Color Picker

The overall theme is based on traditional coloured paper tabs, or swatches like Pantone books, but these are styled with very rounded ends.

Then the main idea was to fashion a form of 'arrow' into the ends of each swatch tab, so that it looks like a continuous movement of colour choice.

As this icon design project is in very early stages, I've so far come up with the two following variations, but I'm already leaning towards the right-hand sider version with the white arrow tips.

 

Color Picker Icon

This post will be updated during the course of the project.

 



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



Case Study: Baze iOS Application Icon & Baze Logo Design


 

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



Logo Case Study – Logo Redesign for Homes Alive Pets


Logo Redesign for Homes Alive Pets

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.

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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



Ongoing Logo Design Case Study: txt.search Logo & 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.