Logo Design Thumbnails ... An integral part of the design process. June 10, 2010, by Chris Pelicano in Design
When I was working for Trinity Consulting (CEO, Peter Mirus) The Aerospace Industries Association commissioned our team to create a new logo design for their SUPPLIER MANAGEMENT COUNCIL, an important membership subset organization.
Initial conversations with the client suggested that the new SMC logo could utilize the simple "wing" element and similar fonts as found in the existing AIA logo. (seen above right) The letters S-M-C, used as a monogram, might also be appropriate for the new logo, since the council would most certainly be referred to its initials. Graphic shapes resembling the fins of a jet turbine might also be a valuable ingredient in the final SMC logo recipe. Finally, to a lesser extent, the new SMC logo could also emphasize the "council" aspect.
An initial set of design thumbnails (shown above against the graph background) were created. They demonstrate how the designer quickly explored the merits of building the new logo on some of the key elements mentioned above. These thumbnails were too rough to show the client. Nevertheless, they are an integral part of the design process. They allow the designer to select the best design concepts for further refinement. The refined designs are then presented to the client for careful consideration.
Client feedback lead to additional refinement of ONE of the designs. Resulting in a logo concept that is a unique combination of jet turbine fin shapes integrated into a monogram of the letters S-M-C overlaid with a simple "wing" shape contained within a chromed ring. The finished logo artwork was finally rendered in three formats: a 2-color version in blue and black and two 1-color versions in black.
The set of finished logo files was delivered to the client along with a 3-page Logomark Usage Guidelines document which detailed the specific ink colors, display sizes, and file formats that would help ensure consistent use of the SMC logo and build brand equity. The client immediately introduced the new logo to its members as well as the wider aerospace industry through its normal communications channels.
As the new SMC logo accrues "flight hours" it grows in familiarity and consequently in value ... justifying the modest investment associated with updating and implementing a new corporate logo.
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