2D or 3D?
When it comes to Logos we've seen the trend of larger brands like Pepsi, BMW and Warner Brothers Discovery shifting from 3D back to 2D.
https://lnkd.in/eFUHtyFB
Why?
The power of flexibility.
I’m excited to share a project I just delivered to Steven Comfort, which I think is a great blend of flexibility and listening. I’ve known Steve for a long time so I was admittedly a bit nervous but thrilled to help him. As our conversations narrowed I understood the mark needed to have a 3D element to it. He wanted it to feel like something tangible you can pick up.
Wait, but the trend is more 2D, because it is more flexible right?
Yes, like these large brands, the main mark being 3D I knew needed to be rooted in a 2D ultra simple mark. This is where listening and industry knowledge came in handy. I have a firm process for how and why I guide clients in the short and long term strategy of developing a brand identity. My process has really helped me get my clients to tell me what I need to know to then create flexible on-brand visuals.
I started with sketching in a notebook and then in Procreate on the iPad before taking ideas into Illustrator. Once we decided on the final 2D main icon, I started building out the layers so Steven would have flexibility to use the mark how he needed in different situations. He already had some marketing ideas so I knew I needed the mark to render well digitally as well as in print, which includes keeping a version of the mark in one color yet still be recognizable as a logo for GTM Tech Consulting. Below are the results.
Oh and I also set up and updated the company website designing for mobile viewing as a priority. Both projects together took a total of 2 months. http://www.gtmtc.com
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