Monday, July 18, 2011

Cummins Logo



D E S I G N E R

C L I E N T

B A C K G R O U N D
Cummins' website says: "Cummins Inc., a global power leader, is a corporation of complementary business units that design, manufacture, distribute and service engines and related technologies, including fuel systems, controls, air handling, filtration, emission solutions and electrical power generation systems."

H I G H L I G H T S
Designed in 1962 and it's still in use today. As Cummins's site mentions, they are a global power leader, and this logo mark exudes confidence, power, and muscle. I have to be honest, when I was a younger designer, I didn't appreciate this logo because I thought it was too simple and the type breaking out of the mark was awkward. But things are different now. What can be appreciated about this logo is it's enduring visual power through the bold "C" form. The type on an angle adds interest and is reversed out for contrast; all these things unite the logotype with the mark as a cohesive whole. It's proportions are built as a square (not too wide; not too tall), making it versatile in it's application to any setting. Though the type is difficult to read at a reduced scale, the mark is recognizable and strong---enough that it could continue to go smaller and still hold it's visual integrity.

Thursday, June 16, 2011

Suzanne Tosolini Logo



D E S I G N E R

C L I E N T
Suzanne Tosolini LLC

B A C K G R O U N D
Adam Ladd's website says: "Suzanne Tosolini is a brand strategist with five core services. The client desired a logo that was dynamic, vibrant, multi-faceted, and feminine. The symbol leverages the client's initials (S and T) in a five-petaled flower arrangement. Accompanied with a clean, modern typeface, the result is a holistic and memorable logo that is very functional at all levels."

H I G H L I G H T S
Simple and symbolic. The consistent line width presents a modern and sturdy appearance, while it's movement/flow around the outside of the symbol creates a more appealing and approachable visual. The use of the clients initials (S and T) help to directly associate the mark with the name. The counter-form in the center is a pleasant star shape that is open at the corners—and that openness expands out through the small openings between the "S's". This allows you to enter into it and not have the mark feel too closed off or tight.

Wednesday, May 4, 2011

First Data Logo



D E S I G N E R

C L I E N T

B A C K G R O U N D
VSA Partners' website says: "Anytime you swipe your debit or credit card, there’s a good chance your purchase is being cleared using First Data systems. They’re the most important company in financial services you’ve never heard of.Which is exactly what VSA set out to change. The team worked closely with First Data to reposition the organization as a leader in electronic commerce, consolidate dozens of sub-brands into a single program and craft a new visual identity that reflects First Data’s true dynamism. The result has reinvigorated the brand, catapulting it far beyond its competitors."

H I G H L I G H T S
Integrated and strong. Since this logo is in the field of digital/electronic commerce, it is fully appropriate to use the square shape as the primary element that makes up this design—reflective of a pixel. Unlike a pixel, it has angles, and those angles are well chosen and crafted to integrate the two squared off letterforms together (the "f" and "d"). The letters invade each others space and are dependent on each other to complete their own individual form, thus resulting in a nicely uniformed mark. There is nothing soft about it, but it doesn't need to be. You want something in this field of industry to exude confidence, strength, and security, and this design does that. Strong grid systems are at work and excellent use of of positive/negative space make this engaging to the eye. The outside of the form has cuts that lead you in and there is the nice square shaped space in the center of the "d"—which almost provides an uninterrupted visual anchor because of the amount of graphic activity in the mark overall.

Monday, May 2, 2011

The Vets Logo





D E S I G N E R

C L I E N T

B A C K G R O U N D
Malcolm Grear Designers' website says: "Malcolm Grear Designers recently designed the new identity for the Veterans Memorial Auditorium in Providence, Rhode Island. The Veterans Memorial Auditorium, now known as “The Vets,” is home to the Rhode Island Philharmonic Orchestra, Festival Ballet Providence and the Providence Singers. On the National Register of Historic Places, The Vets theatre is renowned for its stunning acoustics, intimate size, and exquisite interior space. In addition to its new visual identity, The Vets will undergo major building renovations in the coming months to improve visitor conveniences and overall theater experience.... At a recent press release event, The Vets enthusiastically unveiled their new visual identity to the public, which includes a range of configurations and a lively color palette, providing flexibility for its use in all forms of media."

H I G H L I G H T S
Simple and striking. Leveraging the "V" initial letterform to create a holistic mark is very attractive. Also, when leveraging the initial from the name as part of the symbol, it creates a more direct tie back to that name. This logo design is extremely strong and flexible, meaning it looks well established and finished, and it also holds up it's visual integrity at a scaled down size. Letting the counter-form be the "star" (pun intended) of this mark is very well crafted and thought out by the designer. This creates a high amount of graphic appeal and interest because of the strong use of contrast and positive/negative space. I also like how the star inside the letterforms has clear vertical and horizontal lines for it's structure...which was accomplished by letting the top two "V"s be angled and rotated to the left and the right of the top point in the star (instead of starting the first top "V" as fully upright and straight). The slight openings between the letterforms also allow the viewers eye to drift into it a little bit without feeling too closed off. The pointed elements and sharp cuts in this mark present a nice contrast with the overall circular form it creates.

Monday, April 18, 2011

KU Children's Services Logo



D E S I G N E R

C L I E N T

B A C K G R O U N D
KU's website says (could not find a description on the designer's site): "KU believes that every family should be able to access affordable, high quality early childhood education and care for their children. Since 1895 we have enriched the lives of thousands of children, making us Australia’s most experienced not for profit, community based provider. KU centres are welcoming, child-focused, natural environments and our play-based learning programs are delivered by highly trained, qualified and experienced staff."

H I G H L I G H T S
Playful and professional. A simple solution that is very appropriate and clever. Pure geometric shapes organized cleanly set the tone for a structured, sophisticated appearance for the client, while the softness of the rounded corners in the shapes make it friendlier, approachable. The letters "KU" worked out very well for this concept because they were able to incorporate a variety of those basic shapes (rectangle, triangle, square, and arch/circle). The anomaly of the large rounded arch for the base of the "U" sets a nice element in contrast to the other more rigid shapes. The negative space between and around the letterforms is clean and pleasant in pairing with the bold forms of the logo mark. 

Thursday, April 14, 2011

Results! Favorite Logo Mark Design Poll 2



Thanks everyone for voting. Here are your results for your favorite 1-color logo mark featured recently on Hi CONTRAST. First, second, and third were all close again (check it out).

1st: Epiderm Logo (Designer: Cato Partners)
2nd: Brooklyn Ballet Logo (Designer: Pirtle Design)
3rd: Bradley Paper Logo (Designer: Gardner Design)
3rd: The Art Fund Logo (Designer: johnson banks)

Wednesday, April 6, 2011

Bolidea Logo



D E S I G N E R

C L I E N T

B A C K G R O U N D
helvetic brand's website says: "Bolidea is a Montreal based company which establishes ideas for technology companies and offers a range of services to help entrepreneurs move forward and launch their products. They provide financial, legal and accounting help, office space and equipment so entrepreneurs can focus on their big idea. They approached me to create an identity representing the meaning of their name, which was a meteoroid. The finished result was chosen for it’s obvious physical representation and the vibrancy of colour which the client specified adds to the entrepreneurial feel."

H I G H L I G H T S
Flow and structure. It's all about circles (which has come to be a common theme here on Hi CONTRAST). As mentioned in the "Background" description, the logo mark represents a meteoroid, which was designed in a very classy way (we've all seen the ugly side of this, where the mark could have gone in the direction of "swooshes" and arcs). The designer was very sensitive to construct it to exude confidence and progression using the most basic of shapes. Half circles locked together at their points in the "trail" of the meteoroid flow in and out with nice appeal and smoothness as your eye traces the outer edge of each shape to the next. The negative space left in-between those shapes creates a consistent visual pattern that is distinct and recognizable. This repetition is completed with the large circle at the leading end of the mark. Grids are well in place along the top and bottom, and the horizontal planes created from the touching half circles again create a strong visual line and structure that further establishes the mark.