Before approaching logo design, it’s important that designers understand the ‘DNA’ of what makes up your brand values. You and your business’s culture will be completely understood before beginning any logo project. Your logo is the face of your brand which will be visually reflected in your identity in the final design given to you.
Below are a handful of logos made for past clients completed with short summaries of the design thinking behind them as well.
London School of Executive Education (LSEE)
LSEE required a new visual identity that would feel fresh, clean and modern, so the logo was started on first. A traditional ‘university blue’ was used to give a masculine feel to the logo and with a splash of orange as the complementary colour which reflects the ‘warm’ welcoming nature of the school. The full name within the logo has been made big enough to be clearly visible across a broad range of platforms (e.g. social media where it could be viewed at smaller sizes). The bold orange stripes are seen to almost be acting as a supporting structure for the blue ‘executive’ letters in the logo. These are visual metaphors used to reflect the supportive nature of the school to its students. The stripes can also be seen as ‘stripes earned’ reflecting the rewards received from studying with LSEE. More detail on the process taken to change the old logo to this one can be found in a case study on ‘our work’ page.
London School of Health and Social Sciences (LSHSS)
As LSHSS is a school of health and medicine, they requested that the Rod of Asclepius was included in the design (not to be confused with Caduceus which is often mistakenly used to symbolise medicine, but is actually specifically a logo for the US Army Medical Corps). As the symbol itself is quite detailed, the composition was to be kept simple. This is a type-based logo with one simple colour used (this blue is often found throughout the medicine and health sector). The logo was to appear iconic enough to work without the full name of the business always showing, but be completely readable if the text is included should the school wish to use it on different platforms (eg. Social media, where the logo could appear smaller). The Rod of Asclepius was tested on each S in the logo. The most obvious place to try was the last S so the full name of the school could fit from left to right in one line, but the composition looked unbalanced. After many tests it was clear that this final outcome was always going to be the one that worked best, with and without the text.
London School of Tourism and Hospitality (LSTH)
LSTH requested a logo that would be modern and fresh as well as reflect the schools identity. It was important to think about who would attend the school and why, and what they would aspire to do upon graduating. Fresh thinking individuals, luxury hotels and restaurants came to mind. This logo combines shapes that reflect high rise buildings stereotypically linked to luxurious hotels – inspire, think big. These have been placed closely together to give the impression of an award or plaque symbolising high quality. Colour choices were between red and gold- two colours that are associated with luxury and tradition in the hospitality sector (but quite hideous if combined into one composition). While gold was a first choice for this design (which is what looked most traditional for a badge or plaque of quality) it later changed to these red tones through an experiment. This instantly combined the traditional idea with a modern twist. The red on white effect is always a bold look to go for as the colours contrast so well together. The grey text below worked in bringing all of these elements together in harmony.