Enigma Broadcast is the sister company of Tech-NicSmart (an independent digital technology specialist that I have worked with in the past) offering an innovative range of professional broadcast quality LCD monitors.
I was briefed to create a logo that would receive its first official viewing alongside the very latest tech product launch at the IBC Expo in Amsterdam. The only stipulation was that it should complement the existing visual identity of their sister company, and with enigma as part of the name, I wasn’t short on inspiration; quickly gathering visual reference and research with which to generate a selection of ideas.
The logo idea is based on a stylised broadcast symbol that emanates from the centre. The font used is Gill Sans, a sans serif frequently used to recreate the look and feel of the WW2 ‘KEEP CALM…’ poster, and a pertinent connection to the time of Turin’s invention of the code breaking Enigma Machine. To bring it all together, I used the existing colour palette of sky blue, metallic greys and magenta, with the addition of a metallic texture to create a visually interesting and 3D effect for the business cards.
The other options I presented are more typographic, as certain characters have been replaced with numbers, mixing both upper and lowercase – much like we are now advised to do in order to create a stronger and more secure password online – or a combination of numbers and alpha characters replacing the more familiar patterns, but still retaining legibility. Notice that the ‘B’ in Broadcast is actually a 1 and 3? There are a few other enigmatic touches too…
The outer shape for third logo option also references the outer shape of the Enigma Machine badge, but with a slightly updated aspect to better suit the typographic alignment. My client liked all three, but ultimately the simplicity and badge-like quality of the broadcast symbol won the day.
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!
Mossarti is a slightly unusual business name, but one that my client Beverley Moss and I spent a lot of time discussing and debating. What we hope it captures is the spirit of fun and energy that she invests into every one of her handcrafted felt creations – as well as including a more obvious connection to her name, of course.
These crafting skills alongside the love and enthusiasm that Beverley invests into each piece were also the starting point for my idea generation, where I have referenced a variety of textile stitching and fabric effects. The symbolic love heart shape is also everywhere in the space where Beverley works, so after compiling research and mood boards, they kept appearing in many of my initial sketches too! The colour palettes chosen are also designed to reflect her energetic personality.
This project is a work in progress, so watch this space for future updates.
Several months ago an ex-colleague contacted me for design consultation regarding developing a logo and overall visual identity for her rapidly flourishing business. Louise Wiseman is an independent data protection consultant offering a friendly, approachable and individually tailored advice for SMEs in the East and West Midlands.
After researching Louise’s competitors (KPMG being the largest and most widely recognised), it quickly became apparent that she was offering a unique service and my initial logo ideas drew upon this; illustrating her bespoke approach. The final logo is hand drawn type designed to appear as Louise’s ‘signature’ and alluding to her individual and unique service. It also allows for easy expansion in to many other areas in future if required. As her main channel of communication is via her website and social media sites, I also incorporated a small QR code into each reverse option.
Here are the other identity options developed for Louise’s consideration.
And the second phase of development, combining colours, type and imagery from a selection of all those initially presented – the clients prerogative!
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.