Subscribe to the Blog with or | Post Updated: September 14th, 2016 | 1st Posted: April 22, 2016
Posted by: Graham Smith in Categories: Brand Identity, Portfolio, Work in Process
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.
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.
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.
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.
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.
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