The owner of a large construction business that will be going national contacted me to develop a brand identity, which is starting with the design a new logo, stationary and website. Can you guess which logo they selected?
2. OVERVIEW
All of the following options utilize the same green/black combination of your most
current, existing logo, which helps tie the new logos to the existing logo. An optional
teal/black variation of each option is also shown for your consideration. If so desired,
other color combinations can be explored based on your specific feedback.
Each logo option is presented on both a white and black background. It’s worth noting
that various layouts (ie: horizontal, stacked, centered, left-justified, etc.) may be created of
the final selection depending on your needs.
All symbols were created by hand in Adobe Illustrator (no clip art was used), and are
accompanied by descriptions.
The goal of each option was to utilize some of the basic components of the existing logo,
but in a much cleaner, simplified manner. This end-goal has been achieved by creating the
basic shapes of your existing logo (a rectangle and triangle) from the “LS” ligature itself.
This results in a more iconic and sophisticated logo, that will work well in all mediums,
sizes, and capacities.
3. OBSERVATIONS
OF EXISTING LOGO
The symbol has way too much detail which gets lost, when logo is at
small sizes, such as on a business card, website, etc.
The puffy looking “LS” in the center is barely legible, doesn't work with
the angular nature of the rest of the symbol, and adds to the
complexity of the logo.
The square tool is barely recognizable at small sizes, and also adds to
the complexity of the logo.
Too much variation thicknesses in all of the symbol’s elements.
The triangle inside the square looks forced, like it’s an afterthought,
that doesn’t fit.
The gradient is only on the triangle portion, so it looks out of place
with all of the rest of the symbol’s elements (which have solid colors).
There are way too many angles going in different directions.
The script font looks dated and is more applicable to a wedding
invitation. The curvy, light weight lines don’t work well with the heavy,
linear, geometric shapes of the existing symbol.
The center-justified logotype being to the right of the symbol makes it
look disconnected.
The name itself is a mouthful, and for the purposes of a logo, it is
much more memorable and cleaner listed simply as LEGACY SERVICE.
20. CONCLUSION
A brand is the most valuable asset for any successful organization. The ideas or feelings
conjured in the minds of consumers is ultimately what a brand is. A great deal of time,
effort, and money goes into creating, maintaining, and promoting a brand. A company’s
logo is often the first visual projection of it’s brand, and is integral to consumer perception.
Your company would be served well into the future with any one of the above logo options.
All symbolize strength, precision, and professionalism. I might be able to tell you which one
I like best, but it really won’t be beneficial, as ultimately you must select the logo that speaks
to the vision of your company.
Looking forward to your feedback.
Sincerely,
Dominic J. Venticinque