Initial idea Logotypes

I started with a few initial ideas and looked into creating a strong logotype and building the rest of the brand around that. I wanted to try convey both simplicity and style and tried a few ways that thought might be able to communicate that.

(2) My first attempt using a serif typeface communicated a simple and subtle design, using a primary colour scheme of varying hues of grey that I thought added to the idea of simplicity and related back to raw materials used in architecture like concrete. I felt using a serif may communicate a bit too formal of a brand and possibly one that may come across as too commercial. I wanted to stay true to the local, small scale roots of the brand without communicating too much a formal or informal feel, I needed to try fan a balance and this test was too formal for me.

(3) My second logotype I tied to counteract my more formal previous idea and incorporate a monogram that could be used in conjunction with or separately from the main type based logo. I went with a simple sans-serif type that was easily legible, one that would look strong over multiple applications including over full bleed images. I felt this one was the opposite of the first however and maybe to informal and quite basic. I had played around with various monograms that included the initials “SAR” however non of them seemed to work. This icon felt a bit too generic and almost reminiscent of stock imagery any one could pay to use. I tried to counter the smooth curves of the typeface with the hard straight edges of the monogram but unfortunately I felt it didn’t work.

(4) I ditched the monogram and opted for a logotype in the same typeface, however went for the appreciated version of the brand name. I included a bar across the middle of the logotype connecting the founders name to “architectural services” portion of the name. The bar connects the two and also represents the scaffolding of a build project. In context this logotype worked rather well, it was simple and minimal however didn’t feel to correctly show off the brand or the portfolio well or strong enough.

5) I opted for an all Helvetica initial idea that displayed the company name proudly and strongly. This one however felt too in your face and punchy, not the minimal, sleek and stylish I wanted to try and create. The logo was to weighty and didn’t hold well across multiple applications and often looked distracting against portfolio work.

(6) I tried a more playful, modern type in Kayak, shorted the name to the initials + “Architects” the name worked well and effectively communicated the brand while being catchy enough and not too lengthy. I tried to go for a modern, younger feel something that would appeal to a bit of a younger audience such as first time homeowners and something a bit more welcoming if seen around a local community. I rather liked this one and it worked well across various applications. I decided to further develop this one as it seemed promising.