Last week, we here at Clapping Dog Media, finished up a logo design project for a company called Aviation Strategies.
I am going to post the evolution of the project– from initial concepts to the final approved design, the goal is to simply show you how I work.
Aviation Strategies is a small consulting firm who works with small to mid sized airports. They needed a logo.
After the initial meeting, the client emailed a hand drawing that he doodled with pen and paper as a starting point…it was a profile of a plane with a swoosh. He liked the plane/swoosh concept but he also wanted to see what I could come up with. So. basically he told me to be creative.
It is worth noting, that there isn’t a tagline for the company either, which is OK, but sometimes I pull inspiration from the wording in the tagline.[/vc_column_text][vc_separator type=”short” size=”small” icon=”paint-brush”][vc_column_text]Here are the first three logos that I sent to the client. For the first batch, my goal is to give the client what they are expecting (plane with swoosh). But also I want give them some very different concepts. My favorite of this bunch is the paper airplane. I like it because the concept of airplane is there, but it isn’t so obvious, it is fun and playful. I like the cool colors and how the font and the paper airplane work together. The third option, is a design lay up. The circle and fonts work well together, my idea was to use a family of different colors for the brand.
Which is your favorite and why? If you were the client what option would you have chosen?[/vc_column_text][/vc_column][/vc_row]
The client didn’t love the paper airplane. He wanted a combination of the plane with the swoosh and the circle option. His biggest criticism was the actual plane, he wanted to see a smaller air craft. Here are the revisions that I sent over.[/vc_column_text][vc_separator type=”invisible” size=”small” icon=”paint-brush”][/vc_column][/vc_row]
From here we refined details. Removed the circle. Tweaked the swoosh. Until we came up with the final logo….[/vc_column_text][/vc_column][/vc_row]
If you are a creative, what does your process look like?
In this specific project, it is funny how the final design is so similar to what the clients original doodle looked like. The other concepts that I presented to him just confirmed what he really wanted for the logo.[/vc_column_text][vc_separator type=”invisible” size=”small” icon=”paint-brush”][/vc_column][/vc_row]