[ Case Study / Logo  ]

CASE STUDY. I invite you to familiarize yourself with the presentation of one of the completed logo designs. In this case, I focus mainly on the graphic presentation of initial logo proposals. Gathered into one presentation as it is usually presented to the client. In some cases, the presentation files are in color. Presentation in shades of gray is the standard at this stage, and it usually works best. Examples of advertising materials, e.g. business cards, are only an illustrative example, they do not have to look exactly that way at the end of the work. It will depend on the direction in which visual identification will be developed.


In this case, the process of creating a mark for one of the family furniture companies is presented. The company is distinguished by modern, original solutions in the furniture industry.

[ Brief / Concept / Sketches ]

It should be noted that work on each project always begins with a conceptual process preceded by the creation of a brief. Here, these stages, information on all initial assumptions, marketing objectives, data and materials from the customer, as well as the conceptual work done and initial sketches, or finally customer feedback, are not published. However, I added a short comment to facilitate the reception of the presented content and present the most important assumptions. Usually, for some ideas, several derivative versions are created, but it is important to present the client with the most unique and different concepts at this stage. If we decide on a specific path, then in the next stage the chosen concept, if necessary, will be developed.

[ 1 ]

MONOGRAM / E F / Combination in a minimalist style of two initials of the company name in one sign / monogram. The elements that make up the shape refer in some way to geometric blocks, prefabricated elements that are associated with this particular company. Which was a natural development of the conceptual work and sketches. The composition somehow places the E mark in the resting position in combination with the element created by the negative, indirectly referring to the company’s products. Both “E” and “F” are recognizable, together they create a strong, well-memorable sign.

[ 2 ]

Monogram / J E F / Three initials with the expanded company name. In this case, the same form could also be shortened to two characters, although this is not illustrated. The best, most consistent options are presented. A concept in a similar style to the first one, which is a development of a completely different idea. A very simplified, characteristic and expressive form. In addition, the composition of the letters and their shape evokes associations with products from the company’s offer.

[ 3 ]

The proposal is a response to separate conceptual assumptions about the properties of the mark. A proposal with three-dimensional text, more realistic as much as possible in the logo. And the second related proposal, developed in a different way, more minimalistic. A compromise between 2D and 3D forms.
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