Tag Archives: case study

Never just stick to the brief when pitching design concepts

I don’t often write about my failures, but this one really had me kicking myself, so if anyone else can learn from it, then all the better.

Over the past few weeks I was pitching for some brand identity work, which might have lead into other work. I knew I was up against at least one other competitor, so I made sure I presented plenty of options, all within the reasonably restrictive brief the client had given. I spent time experimenting outside what clients ask for before, and I have found it invariably to be a waste of time, particularly when the client has been adamant about it – until now.

In this case, the existing logotype mark, which was constructed from a lower case Goudita Sans (yes, wait for it), had been letterspaced to painful degrees. Surely it would have earned the now commonly misattributed Goudy quote “Any man who would letterspace blackletter [often misquoted as ‘lower case’] would steal sheep.”

Letterspaced, lowercase

Well, I chose FontFont Meta to start with, because it was reasonably similar in proportion, had arguably more character, and I already owned a copy. However, then I thought Museo would offer far more character, so used that indstead – it’s terminators were largely horizontal, which help keep the flow along the long logotype.

A long horizontal logo had to remain the case, as the website had already been built, so concepts were submitted on this basis. Also, the colours had to be blue and grey. However, the tracking was tightened to give a sensible appearance, and a number of graphical elements were developed to accompany it.

I tried a couple of permutations

Long and thin...


Slightly less long...

So far, it was neck and neck…. until… Read More…

Delicious font for Crystal logo

We recently completed a logo project for Crystal Safety Training. Their client base is a mix of medium to large private companies, plus some public organisations. We required a friendly but not too informal typeface that would not look too dangerous! The theme of safety wouldn’t be well advertised by some of the most modern curvey Sans typefaces, but we also didn’t want to go with something that has become too generic, like FF Meta. Read More…