Logos are hardworking assets. My aim for designing a logo is to focus on the meaning, the purpose, and the feeling of the brand. I also like to consider how they can adapt to a variety of contexts.
For example, the logo played a key role in making a feature out of a budgetary constraint for the Classroom Connect newsletter. The interior of the newsletter was a two-color press run, owing to the lack of budget for full-color printing, beyond the cover. In the masthead design, I was able to bring a sense of intentionality to the print choice by matching the background of the logo to the interior color. The print color would change monthly and the logo would set the tone.
Often logos are about reinforcing the company’s story. The Community Science logo was one of three redesigns I created for the client. I chose to interlock two capital ‘C’ letterforms as a symbol of connection and infinity. The interlocking circles reminded the client of an embrace and they asked the wider community for input on their new logo. A majority of the 500 people providing feedback agreed it was friendly and caring.