The simplest solution is often the most complex. A good logo might look as if it took merely a few minutes to design. If this were the case, one wouldn’t need a designer, would they?
I’d like to share a brief synopsis of two logo development projects completed recently. I hope these will offer a bit of insight into how we achieved a simple, yet sophisticated, solution.
Refractory Minerals Company Inc.’s (RMci)
needed to differentiate themselves from their competitors and update their logo.
The Concept
The core concept shared by RMci’s products is that their process and customized material strengthens/enhances/extends by adding a small amount of material into a larger body of material. Refractory products are resistant to change such as heat, abrasion, molten steel, glass or chemical attack. RMci’s process always involves fire/flame and a rotation or mixing of materials. RMci’s original logo depicted this and since their business has not changed, we stayed with this concept.
The Proposed Designs
Westminster Presbyterian Church
needed a more recognizable and relevant symbol to help build their brand.
The Concept
The new logo has many meanings as is best expressed by the Church’s logo development team: “Its foundation began with the letter “W” as well as inspiration from the beams in the sanctuary. It is rich in movement, life, and open to a variety of inspiring and engaging interpretations. The cross is central and the outstretched “arms” seem to extend that cross out toward the world. Some see the Resurrected Christ; “Here to Serve”; “Knowing Christ, Making Christ Known;” an angel; and more.” Reflective of the church community, the logo is vibrant, flowing, growth-oriented, energizing and focused on giving and receiving. The nicest part of this logo project, besides working with its most wonderful team, is the range of meaningfulness in the new visual that has come out of our work together.
The Proposed Designs
The End Game
…of our logo development process is to build a simple iconic symbol that will
• work well for the organization
• be agreeable to the team
• stimulate recognition
• aid recall and be memorable
• be strong enough to instill visual brand identity
• stand the test of time
• translate in black and white as well as color
It’s simple!