The client is a medium-sized business providing construction materials, concentrating on piping and fittings in particular. The client was looking to update the design of an old logo, while keeping a familiar color scheme, as well as the branding look and feel.
The initial ideation for a potential logo settled on 3 general approaches to constructing the word mark out of relevant to the business elements.
Option 1 drew on taking three primary products as the source shape elements:
These basic elements were then used as construction elements for a typographic wordmark, and delivered in monochrome and color versions.
Option 2 took a similar construction from elements approach, seeking to emphasize the broad selection of goods supplied by the firm:
The word mark was then constructed using these elements, and placed in a circle, balancing the color weights to make the overall image more coherent.
Option 3 drew on the idea of pipes stacked, creating a honeycomb-like structure of intersecting circles:
A grid is then created out of the overlapping circles:
The grid is then used to develop the type elements of the wordmark, using a single, uninterrupted line for each character, signifying the function of the company’s product – connection.
The characters are then connected following, also uninterrupted to reinforce the idea of connection:
The client preferred option 1 as the general approach and requested a version that resembled the original in terms of the generally oval shape, as well as reinforce the sense of heft for the wordmark.
An intermediate version was constructed of three basic graphic elements, long dash, curve, and short dash:
The joint elements made the design feel busy, and reduced scalability. With some further shape refinement, the final design was delivered and approved by the client, keeping the more organic and off-center cross-bar placement. The logo was delivered along with a website favicon design: