This week I completed another original design for a logo. . . .
. . . it was a bit more challenging than some, so here is the story of how the original design strategy played out.
. . . . this time it was for a local Oak builder based in Barton-under-Needwood.
His wife K had originally come to see me back in June and we had a nice chat getting to know each other while I got to grips understanding the two projects she had in mind. . . .
. . . . one for her husband’s business and one for her brother’s business.
in the end what her brother wanted was more his decision than hers and so she’s leaving that side of things up to him . . . .
. . . . . and told me to focus on an original design for her husband’s business Barton Oak.
R builds beautiful Oak Orangeries, summer houses, conservatories, all out of solid oak.
The meeting with K was very relaxed and informal and we got on really well.
K told me that she likes bottle green / British racing green and that her and R’s idea for the logo was a ghosted out oak tree either side of the wording Barton Oaks Limited.
The brief did not extend very much beyond that so I went away and did some research on the kind of buildings that R produces.
. . . . . I was initially reluctant just to use outlines of trees as you do see this kind of imagery used over and over again . . . .
. . . . . and it has a kind of an amateur feel. . . it is not an original design.
. . . . . if you’re paying a professional to do something fantastic, unique, bespoke, individual, and eye catching for you . . . .
than that is what I try to do. . . original design.
I don’t want to do something that’s just the run of the mill that everyone else is using.
Many people DIY their branding by going online and getting a picture of a tree . . . .
. . . . all manner of businesses from anything to do with wood all the way to garden services.
My research of oak buildings and structures kept on bringing up the same familiar traditional building method . . . . .
. . . . . the main strut formation . . . . .which also reminded me of a tree trunk and branches . . . .
. . . . . so this was my starting point. . . . and I was very pleased with the aesthetic feel and fluidity and balance of this original design. . . .
. . . but I needed to turn it into a tree!
K had said that they didn’t want Oak leaves or acorns or anything like that but I was keen to try and utilise traditional Oak symbols a little bit more Subtly within the design . . . .
. . . . . often clients say they don’t want something, and then when I do my creative version of it they actually love it anyway . . . so I always explore any ideas that I feel will work. . . .
so I traced over a photograph of an oak leaf and scattered repetitions of this shape above my strut trunk to create the first original design proof.
As ever my font research started with Google Fonts and I selected about 15 fonts that I felt reflected the stylish feel and professional look K and R wanted for their brand.
. . . . a couple of the fonts were quite decorative with a filigree feel . . . . reminding me of feathering leaves and flowing branches . . . .
and some of the other fonts were more solid and structured like the solidity of the Oak strut within the buildings R created.
The colours I used were the dark green that K had requested which was obviously relative to the colour of the leaves on an oak tree . . . .
. . . . together with a silvery grey as she had said that R liked black and white . . . .
. . . . so a silvery grey seemed close to this as well as being the colour that Oak buildings fade to over time.
Really pleased with my original design proofs I emailed K and R.
Unfortunately my initial original design didn’t go down that well . . . .
. . . . but K and R were on holiday and sent a short reply saying that they were still leaning towards the silhouette of a tree for what they wanted.
So plan B . . . .
Not wanting to use a library picture for all the obvious unoriginal reasons . . . and as it was still school holidays and I was heading out for the day with my boys anyway . . . .
I took the camera and I photographed lots and lots of oak trees, of which there are quite a few, at Markeaton Park in Derby.
. . . . a little bit of clever manipulation, time and effort and a bit of tracing with the software produced some interesting and unique oak tree layered silhouettes that were a little bit more creative than the amateur referenced ones I talked about earlier.
. . . . happy with these original design shapes I played about a bit more and incorporated the strut trunk and branches and submitted a few more original design proofs . . . .
. . . . these were met up with a lot more positivity.
On return from their holiday I actually had a conversation with R and he did said to me maybe he should have spoken to me in the first place . . . .
. . . . although R did acknowledge that he appreciated where I was coming from with the oak structure trunk. . . .
it turns out that he doesn’t like green at all that was K’s idea.
He definitely just wanted black and white and he also explained his reasons for being so stuck on having a tree outline . . . .
. . . . he was inspired by a cherished childhood memory of a really large oak tree with an enormous swaying branch that defied gravity . . . .
. . . it is such a special memory (and he thinks the actual tree is no longer there) that it was really important to include this memory into his logo . . .
Once he explained this then it made perfect sense . . . . but it still needed to be an original design.
The tree image that R really liked was one from a library shot . . . . and my gut was uncomfortable with using it as it was . . . but it was the right shape for his memory tree.
. . . so using it as a base plan. . . . but tracing it, change it, tweak it, and make it my own original design . . .
. . . . and then with a clever combination of one of my own photographs and the reluctant abandonment of the strut shrunk idea . . . .
the original design started to get towards something that R had set his heart on. . . .
Replacing the type with a different fonts choice and the light was getting brighter at the end of the tunnel. . . .
this original design project has not been as easy and straightforward as some . . . but I’m always up for the challenge in making sure that the job is right.
. . . . .The client is now really really pleased . . . . as ever . . . . the policy is to never stop until the client is happy.
R now has a grey and black original design . . . created specifically to work well on the multiple background of . . . . .
. . . . . silver vans . . . . grey clothing and equally functional onto white paper letterheads.
. . . . as ever files are produced a scalable vector PDF master print file . . . . jpg print files and jpeg and png web files with a transparent background option for multiple background on the web.
If you want an original design for your business . . . . give me a call.
This blog is created and written entirely by Linda Wild
– Thanks for reading.