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LOGO

DESIGN

A LITTLE STORY

Logos have been around for a long time. Psychologists and art historians have researched, the origins of signs and symbols producing a vast body of literature, however, it helps to establish what the purpose of a logo was, and continues to be: A label and a distinguishing mark of ownership & provenance. Researchers have regularly found such marks on pottery that date back to 2300 BC. These abstract line graphics referred to a particular family or workshop, being also found in tombs and other ancients structures. Fast forward to the 11th century, society developed the need for the so called heraldic designs or devices, using animals, such as lions or eagles, to represent power or strength, combined with colourful motifs and insignia of supremacy, such as a crown, key or scepter. Such crests were used to represent kingdoms, cities or families and their possessions. With industrialization in the second half of the 18th century, companies extended their geographic areas, and urban development led to a different consumer behaviour, dramatically increasing product market. Such growth led to new selling conditions which made it more vital than ever before to distinguish one supplier from another, regardless to what they were selling. In many cases, elements from a family coat of arms became a company’s first logo. Modernist logos start appearing in the 1920s to counterbalance this complicated world with simple and clear signs. Influenced by the Bauhaus and other design movements, this new discipline of commercial art started using abstract shapes and geometric forms, very different from the figurative images that had so far dominated their work. The meaning of the brand became the center, and the form was determined by visual laws that lay the bases of design. Here, as in engineering, function dictates form. Fundamental design parameters changed, as did people’s perception of the logo, allowing designers for the first time to experiment with it. So today we can have fun, to turn your ideas into your brand.

Structures & Grids

Process

We like to talk about your brand, we are interested in the story behind it, how it came to us is just serendipity. After we understand what the essence is, and what the client wants to communicate to his potencial consumer, the next step is the sketch book. Exhausting ourselves on paper is like thinking out loud, helps you see things again and again, shapes ideas in a spontaneous way. But also is the fact that the computer and its softwares have excessive amount of tools, and it can be intimidating and overwhelming as a starting point. The next step is of course the computer, font research and play with colours.

In the adjacent example we show the transparency of our work, and how grids and geometry simplify and clarify things for our eye. Upliift logo belongs to a personal trainer. The essence of the concept is effort, growth, and sky is the limit. Inclination upwards was optimal to represent this monogram without closing the top. The three lines stand for their slogan: fitness, nutrition, mindset.

Multiple proposals

Every logo has its complications and advantages. Our job is to identify this opportunities and we exhaust ourselves with the endless possibilities. Our first proposal includes a wide variety of ideas, from which we give our advice based on our experience and knowledge, but we respect the clients feedback and taste (Our goal is to please you). The proposals that follow narrow down the ideas and develop the ones requested by the client, as many times as necessary, until we are absolutely sure of the final result.

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