The Brief:
The client asked us to look at using Grey and Red as the two major colours for their logo, as they felt those colours had the right image within the industry.
The Response:
Dear Simon
Some logo designs for you to have a look at.
My favourite is Logo A, but I’ll explain the thinking that got me there.
You can see the typefaces I considered. The Sans and Script faces don’t have the gravitas that your logo needs. My early favourite was Trajan Pro and I developed a range of logos based on that face, but Jill felt that the J disappeared a bit, so it looked like your name was ArgonPR.
I then switched my attention to Garamond, which has the right classical feel. As you can see I looked at 5 different versions of the typeface , but I settled on Elegant Garamond (with the exception of the lower half of the letter J, which came from classical Garamond) as it has a very round curvaceous feel, and the serifs fit together really well when used at a large size
Many of the other cuts of the typeface have a curvy serif which doesn’t but up together at larger sizes – which I may want to do as a background device on your PDF brochures.
I used this face – with a very tight letter spacing - on Designs A - I.
I like Logo A for the simplicity of the white type on the coloured blocks, with the J holding the two blocks together.
By having the word Jargon closer to the line, it looks like the name of the company is Jargon, with PR as the designation of the division, ie in the future you could have; Jargon Media, Jargon Viral etc which gives the logo the feel of coming from a larger company, from the very beginning.
It could become the cornerstone of a very strong brand identity.
Logo B shows a different variation on this theme.
The circles on Logos C and D show you and your client working together, with the sum of your parts, being stronger.
Logo E uses quote marks in a graphical way
Logo F replace the O with a speech balloon.
Logos G, H and I are more typographical designs.
The Clients’ Response:
My favourite design is Logo B. I thought the two words split looked really good. As for the font, I think ‘meta’ is my favourite. I think it looked a little more spaced out than the font in Logo A. I’m not entirely sure how the letter ‘j’ looks though.
If possible could you look at Logo B but with the font ‘meta’? I think this design, either as it is, or perhaps with a black border round the shape, or round the letters might look really good. I hope.
The Development:
Dear Simon
Some variations on your logo to have a look at.
Logo A. This is my preferred option. The weight of the lettering to the lozenge seems about right, and I’ve increased the curve on the “J”
Logo B. A subtle drop shadow
Logo C. Reversed colours. This doesn’t work as the red is too overpowering.
Logo D. A less subtle drop shadow.
Logo E. Smaller type within the lozenge.
Logo F. A Black outline. I really don’t like this version.( but you did ask to see it)
Logo G. Interesting but loses the colour split on the name.
Logo H. It feels unbalanced.
The Clients’ Response:
Hi Brian,
Logo A is ‘the one’. This is excellent, it is very clear, very simple and is looks a really nice design.
