analysis and close collaboration with the client to reflect their orgainsation’s vision, strengths, messages and priorities. This applies no more so than to logo design. During the process of designing a logo we go through many stages of development and almost always the final logo is nothing like what we began with. The progression and moulding of the concept is what Brightbulb Design love the most and so we feel this is a great opportunity to show the logos that didn’t quite make the grade, but in their own right have potential. Therefore we have created a series called ‘Building the Concept’ and to start with we will look at the logo design for London taxi hire and media company Sherbet London and the logos that did not make the final curtain call.
In the first concept we used a simple, clean typeface with some slight manipulation to the font to give the impression of a steering wheel in the ‘e’ and a gear knob within the ‘b’. We developed this further by adding extra detail to the gear knob to accentuate it and had the idea to make the ‘b’ more like a roundabout by adding the road marks.
Another of our initial concepts was this much bolder badge graphic using a popular long shadow technique to bring it to life and give it depth. The ‘s’ was implemented almost like a superhero graphic and kept it punchy and strong. Quite a serious heavy duty logo design
The logo was designed more like a car badge and to be highly visible when applied as a vinyl to a moving taxi. It had to be prominent and unmistakeable. We played with the layout to give the client different options that may work better for landscape and portrait situations
The third concept made use of reversing out the text from a larger block of colour. The taxi graphic was added to the ‘t’ to give the viewer an instant understanding of what the logo was all about. A bold straight forward graphic.
The last of the first round of concepts that we produced made use of elements of what we learnt from the previous designs. We used the long shadow technique but within a block of colour with the text reversed out. This time we used a friendlier font with an almost retro feel to it, after all taxis are 100’s of years old. The rounded corners on the background also added to this nostalgic theme.
As you can see the initial round of concepts are all quite different from each other. This first stage of logo design can be helpful in finding out what a client really wants and even more helpful in finding out what a client definitely doesn’t want so that we can then start to hone in on a concept that will work for them. Next time we will show you the second stage of progression on this project.
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