Scott is a newly qualified Personal Trainer based in Manchester. As you would expect from someone who is dedicated to health and fitness, he was looking for a visual identity that would communicate his professionalism, drive and enthusiasm, but also an urban vibe that would appeal to his target market of mid 20s to mid 30s gym attendees in that area.
I had a lot of fun experimenting with different ideas for this identity – including roping my long-suffering husband in to model for the ‘Vitruvian Man’ inspired idea. My version referenced the same use of symmetry and geometry as Da Vinci’s original but with the obvious addition of clothing! Shorts, t-shirt and trainers – the standard kit for many gym visitors.
The competitor research for this was really quite enjoyable too *coughs*, plus I managed to obtain some useful professional advice regarding my own health and fitness interests along the way.
The final business cards are a durable 760 micron thick plastic (the same as a credit card) with a high quality gloss finish that continues to represent the physical attributes of a personal trainer.
Here are the options presented during the initial development phase. As you can see, the final designs are a combination of elements from each of these.
After a little more development and decision-making, these are the final items for Mossarti. The final logo continues to feature the love heart shape, but now the ‘A’ has been further refined with the addition of a crossbar and open base.
The bold lime green and hot pink perfectly embody Beverley’s confident personality and the overall identity has been easily translated to online communication channels too.
This project was actually completed at the end of last summer, but I admit that I’ve been a little lackadaisical in keeping my blog updated. I promise to improve this from now on and you’re likely to see more from me again very soon.
There have been several subtle but effective developments in the design of this logo and visual identity for Mossarti. It’s usually the client’s prerogative to like parts from each of the original designs and to request something that is a combination of these. This can sometimes result in a tricky and unhappy compromise, but in this instance I think you’ll agree that the current result is a success. There’s still more to do before a decision is reached, but it’s nearly there!
These are also alternatives that were developed when the potential for expansion in to other business areas was discussed.
Tech-nicSmart specialise in offering very large format monitors (70” to 82”), digital information displays and the very latest innovations in screen-based equipment for a wide variety of sectors from education to retail. Their rapidly expanding customer base operates within both B2B and B2C markets, so this is one of the key factors I applied to my design rationale.
Both of these options take a lot of visual inspiration from mathematical and scientific reference – one with more subtlety than the other as I think you’ll agree. The first also has a distinctly fun retro-tech look and feel that was inspired by 1950s science fiction and our rapidly burgeoning obsession with science and technology from that time.
At this early stage in development both ideas are visualised as business cards (an ever popular device at any trade show) and how the website could look on a standard desktop. The next stage will be to apply the chosen identity to a suite of business literature, as well as produce a simple, effective and responsive brochureware site. Tech-nicSmart may not deal in small screens, but their customers certainly will.
Based on early feedback, the retro-tech version appears to be the winner, which is great news. It also means that it’ll soon be time for me to brush up on my CSS build skills – wish me luck!
One of the most time-intensive, but ultimately rewarding elements of design consultancy is compiling and writing corporate identity guidelines. Its logo, fonts and colour palette (amongst other things) define the skeleton of any company’s corporate identity but the real heart of it all comes together to form the brand and to ultimately visually communicate how any professional organisation wishes to be perceived by its customers, clients and suppliers – to hopefully build trust and positive ongoing relationships, as well as knowledge, ownership and expectation of service levels.
Concentium is a small ‘boutique’ technical and financial advisory service that has big plans for the future. They aim to provide a rapid, progressive and individually tailored service to their clients in a highly competitive marketplace frequented by larger and better-known organisations and this business objective is embodied by all of the elements that make up their corporate identity. By creating their Corporate Identity guidelines, my role has been to ensure that this message is consistently and professionally communicated both internally and externally.
Equipped with just two Photoshop logo files and one printed business card I put my best ‘semiotic deconstruction hat’ on (thanks Edward de Bono for the metaphor) and set about defining all of the basic guideline information required. There is no doubting that Photoshop is a fantastically useful and powerful application, but it really isn’t designed for logo creation and manipulation, so I started by redrawing all of the main elements so that they could be edited for scale, resolution and colour. A primary and supporting colour palette broken down by Pantone, RGB, CMYK and hexadecimal reference, as well as fonts, a library of illustrative style imagery and definition of overall tone of voice soon followed.
A technical development team are currently building a fully content manageable website, so the guidelines and related visual assets I created are now helping to form the basis of the site’s look and feel, which this is scheduled for release in the next couple of months. Watch this space for updates!
Vintage Blue Dawn is a new boutique-style furniture and interior accessories company, which is launching this April just in time for the Spring/Summer season of country fairs that take place throughout the UK each year. VBD won’t be creating a traditional shop, but are instead concentrating on bringing their stock directly to their customers.
My brief was to create a visual identity that could be used on business cards and letterhead, staff uniforms and online, so I have suggested different ways that these could be printed – including a custom-made rubber stamp that would provide infinite colours and surfaces to apply the logo to.
All of the options presented are designed to evoke a feeling of nostalgia and authenticity combined with a contemporary twist. I have my favourite, but I shall have to wait and see what the client decides…
After many years in business, surviving two recessions and the increase in local competitors, Dickon Clark decided that it was about time that he had a consistent visual identity across all of his communication channels.
Logos ideas are all based on the most iconic and immediately identifiable photographic tool; the camera, and combined with classic typography (plus one signature style option) – the final logo developed in to a combination of DC’s initials drawn into the shape of a DSLR camera lens – working effectively at a variety of scales and applications.
Dickon already had the photographers favourite black background to his website, so I simply built upon this colour palette, introducing a soft and subtle collection of creams and golds to complement his extensive portfolio of wedding and portrait photography. A gentle damask repeat pattern was introduced to create a slightly more feminine styling appreciated by his main customer base of brides-to-be.
Hill Tribe Silver UK is a small artisan business based in Derbyshire, selling Fair Trade Hill Tribe Silver beads, charms, toggles, clasps and pendants from Thailand.
In Thailand, elephants are an important part of the culture as well as symbolising both power and peace – so when the client advised that one of her best-sellers was a tiny silver elephant charm, it seemed only fitting to centre the design around it.
The colours, fonts and paper stock selected also allude to the spice and warmth of Thai culture, including a subtle spot varnish over the elephant on the front of the business card.
Working with a producer/animator from big:interactive, I was responsible for designing the overall look and feel, sketching the storyboards for presentation to client and creating the artwork for a video to be shown at an Investors Fair in the US.
My rationale was to create a visual style that brought personality, personalisation and humour to an otherwise dry and corporate message. After presentation, the client expressed a particular appreciation for the hand drawn styling of my sketches, so a ‘pen and ink’ style was quickly decided upon.