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My assets claim logo design process

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Creative logo design process for a financial and taxes corporation

Creative logo design process for a financial and taxes corporation

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  • 1. My Assets Claim - Logo Proposal Page 1 My Assets Claim Logo Concept Proposal Prepared for: Frank Castro Prepared by: Javier Samudio Logo and Brand Identity Designer www.Javier.LAJ A V I E R . L A - Logo and Brand Identity Designer www.Javier.LA - email: info@Javier.LA - Phone: 1.336.JAVIER.3
  • 2. My Assets Claim - Logo Proposal Page 2 BRIEF The information contained in this presentation is an overview of the process followed to create the branding for My Assets Claim. All the sources and graphic elements used in this process such as sketches, reference images, and names were created and selected based on the company’s background and other important aspects provided by the client through a questionnaire.J A V I E R . L A - Logo and Brand Identity Designer www.Javier.LA - email: info@Javier.LA - Phone: 1.336.JAVIER.3
  • 3. My Assets Claim - Logo Proposal Page 3MIND MAPPINGThis mind-map was created to find some specific visual elements that would help me to create the right brand image for My Assets Claim. Afterreading the questionnaire, I can see the client hasn’t driven the concept in any specific direction. That is why I used as a reference some initialkeywords related directly to the company service. I then created some connections between them to get a solid base beforestarting to brainstorm and sketch. 1J A V I E R . L A - Logo and Brand Identity Designer www.Javier.LA - email: info@Javier.LA - Phone: 1.336.JAVIER.3
  • 4. My Assets Claim - Logo Proposal Page 4BRAINSTORMINGSince the company’s mission is to help clients to claim 2unrefunded taxes, it is important that the logo hasa visual connection with personal finances. Here iswhere the tagline (Financially Rewarding) becomes afundamental element to reinforce the right concept. It isclear when we think “Tax Refund”, we are talking about“money”. My goal is to create a professional, visual identityfor the brand and create a concept representing themoney by itself. Definitely it would be the easiest way andthe final result would be a cheap and overused concept.(#2 )After the brainstorming and mind-mapping process, Icame to some important conclusions:My Assets Claim is more than a tax refund check. We aretalking about personal finances.When we spend money, we have different feelings. Let’s 3say I have $500. For me, it’s not the same emotion tospend this $500 buying an iPad (#2) as it is paying a $500phone bill (#3). It is important to drive the concept intoa positive emotional direction... branding more than acompany name and to communicate feelings. The brandshould tell your clients, “We are here to claim your money,therefore we are part of your progress and superation inthis country.With this information and some keywords (#2), I’m ready toget into the sketching proccess.J A V I E R . L A - Logo and Brand Identity Designer www.Javier.LA - email: info@Javier.LA - Phone: 1.336.JAVIER.3
  • 5. My Assets Claim - Logo Proposal Page 5RESEARCH 4 5As I have stated before, when we talk about a taxrefund, we are talking about “personal finances”.Therefore I have to do some research looking for 6branding linked to “personal finance management”,such as corporations, banks, money exchange,accounting, etc.Here are some good samples. You can see most 7 8of them were created using lines and solid colors.This graphically transmits a feeling of validity andreliability. 9 10 11 1213 14 15J A V I E R . L A - Logo and Brand Identity Designer www.Javier.LA - email: info@Javier.LA - Phone: 1.336.JAVIER.3
  • 6. My Assets Claim - Logo Proposal Page 6SKETCHING16 17 18This page is my the first sketches. My initial Here I’m getting into another kind of Here I’m working with the initials. Withthought was to create an icon representing concept. Using the company’s name as these sketches, I’m getting into a morea person, but maybe this idea would be too initials, I’m trying to represent the sun corporate concept. Here we have 4ordinary and hard to identify as an unique as a symbol of prosperity, achievement, equal elements trying to represent theconcept. progress, etc. Another direction could be company’s name with initials. The M and to use a star as another representation of the A match perfectly, but since the C is progress and achievement. a rounded letter, my goal is to find the perfect shape to represent the initials in a more consistent way.J A V I E R . L A - Logo and Brand Identity Designer www.Javier.LA - email: info@Javier.LA - Phone: 1.336.JAVIER.3
  • 7. My Assets Claim - Logo Proposal Page 7RENDERING 19 20 21Here we have some vectorized ideas, not color yet. I’m just testingsome shapes. Some of the initial concepts #19 to #25, could be agood starting point, but it is hard to integrate the “C” with the A andM letters. 22 23 24 25Graphics #26 to #36... here I’m going deeper and with some work itcould be possible to find the right shape to represent the company’sname through a unique and clever way.26 27 28 2930 31 32 3334 35 36J A V I E R . L A - Logo and Brand Identity Designer www.Javier.LA - email: info@Javier.LA - Phone: 1.336.JAVIER.3
  • 8. My Assets Claim - Logo Proposal Page 8CONCEPT CHARACTERISTICS 37 38After some additional work and sketching, I have achieved my goal. The logo was created using a continuous path and as a result, weWith four semi curved arches, we can see the company initials.It is have a really solid concept.clear the letters are different from their original shapes. The ideaisnot to type three letter to represent the company. The idea is tocreate a solid, unique and professional concept. 39 40The arches represent 4 mountains, which are increasing in height Following the same idea of superation, prosperity, progress, etc,from left to right. This is visual resource as symbol of superation, we see the darker bars are going forward. This is a clear symbol“Your next challenge in this country is going to be bigger”. of overcoming challenges... with our services we can help you to achieve your American dream.J A V I E R . L A - Logo and Brand Identity Designer www.Javier.LA - email: info@Javier.LA - Phone: 1.336.JAVIER.3
  • 9. My Assets Claim - Logo Proposal Page 9NAME POSITION 41 My Assets ClaimsHere we have some options for the name, positionand alignment MY ASSETS CLAIMS 42 43 44 My Assets Claims My Assets Claims 45 46 MY ASSETS CLAIMS MY ASSETS CLAIMSJ A V I E R . L A - Logo and Brand Identity Designer www.Javier.LA - email: info@Javier.LA - Phone: 1.336.JAVIER.3
  • 10. My Assets Claim - Logo Proposal Page 10TYPOGRAPHICOPTIONS 47 48 49 50These are sometypographic options.It is important touse a clear and nicefont. After checkthese font selections,option #50 is really 51 52 53 54nice and simple. Itworks perfectly withthe symbol createdfor the company. 55 56 57 58 59 60 61 62J A V I E R . L A - Logo and Brand Identity Designer www.Javier.LA - email: info@Javier.LA - Phone: 1.336.JAVIER.3
  • 11. My Assets Claim - Logo Proposal Page 11COLOR 63 64 65COMBINATIONSSome of them are over saturated,but this visual exercise is importantto view the logo in all of its possiblecontrasting combinations.Some color combinations werecreated based on the American 66 67 68flag.Personally, I think #66 is a greatoption. It is really strong, corporateand it has a direct connection withthe American flag. 68 70 71 72 73 74J A V I E R . L A - Logo and Brand Identity Designer www.Javier.LA - email: info@Javier.LA - Phone: 1.336.JAVIER.3
  • 12. My Assets Claim - Logo Proposal Page 12 This is my proposal to achieve a fresh and modern identity for the company. However, this doesn’t mean this is the final version. The client has the right to make modifications or drive the concept in another direction.J A V I E R . L A - Logo and Brand Identity Designer www.Javier.LA - email: info@Javier.LA - Phone: 1.336.JAVIER.3