Defining the logo needs
As a startup software company, the client had no idea what they were looking for. After discussing, researching, and otherwise thinking, we agreed on an abstract logo design communicating speed and energy, using a strong, bold font for the initials.
Working with a tight deadline
With a tight deadline, I couldn’t follow my regular logo process, which includes proper research, moodboards and several concepts. Instead, I opened a logo generator for the first time ever. Now, let me make it clear straight away that I did not pick a design and send this over to the client.
I wanted to share this specific project to illustrate how professional designers can take inspiration and transform it into something uniquely their own. It’s about creating, not simply tweaking a couple of elements.
When I generated logo designs with the initials and an abstract shape, one particular design caught my eye. Not because I thought it looked great (in all honesty, I didn’t), but because I could see its potential.
Refining the graphics
The next step was refining the design. First, I decided to change the font. I’m a fan of simple, bold typography in logo designs, something that instantly draws attention and is easily legible. So, I opted for a simpler font.
The real fun began when I started working on the graphic itself, though. I moved shapes and lines around to create something different. I’ve never been fond of limiting logos to specific shapes, like the circle around the generated logo. Such shapes can restrict your logo placement options; for instance, placing a circle within a rectangular format instantly limits its size because the two formats clash.
I added a bit of background colour and incorporated the rest of the company name as a tagline, resulting in a more minimalistic logo.
However, this still didn’t feel original, as it closely resembled the generated logo idea.
I minimised the graphic further, playing around with the different lines, directions, and placements. I tried aligning one shape with the angle of the “W,” but it lacked personality.
Moving the shape back to the left-hand side, I added more elements and tweaked further, making them stronger and bolder. Finally, I landed on a design that I believe effectively conveys both speed and energy.
Putting it all together
Adding colours
I always design logo concepts in all black unless the client needs a highly specific colour. More often than not, though, a logo should work even without colour. Sometimes, the wrong colours can even break a design completely, making it difficult to find the right logo concept in the first place.
To further communicate energy, I chose a vibrant green, complemented by a darker shade and an almost black colour. Adding a gradient to one shape added additional depth.
Logo variations
To ensure the logo’s adaptability across platforms, I established three main variations, each with their own colour variations. This ensures legibility regardless of the format, size, or background.
Final thoughts
While this project deviated from my usual process, it was interesting mixing things up. It highlights the importance of taking inspiration and turning it into something unique. Had I stopped at my initial refinement (changing the font, removing the circle, adding the rest of the name, and some background colour to the shape), I couldn’t have claimed it as my own design. I wouldn’t have felt proud of the result, and it wouldn’t have been worthy of my client.
If you’re looking for a logo design, whether you have a clear vision or need assistance defining your needs, please don’t hesitate to get in touch. I’m here to help you navigate the process, from concept to final logo variations that fit your unique requirements.
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