Institute of Interior Design Professions Corporate Identity
The African Institute of Interior Design Professions was looking for an identity refresh. Their original logo was a word mark (or logotype) made up of the letters i, i and d, and typeset in a roman typeface. They asked that I stick as close to the original mark as possible.
The mark above (on the left hand page), is the option that the client went for. The mark is constructed from straight geometry, a series of overlapping circles that all relate to a 3x3 grid. The options on the rights hand page illustrate the colour options and formats that the client may use.
Below are a few of the concepts, iterations and the final mark that were presented. The last couple of images on this page include the bits of collateral that have been developed so far.
Logo Options
The range of options above are just a few of the ideas that made it off the drawing board. Part of my process includes selecting a roughly finished off concept, chucking into an empty grid, and forcing myself to iterate it in as many ways as possible (before my head explodes). The little thumbnails above are just the pages that made it to the client presentation...
There are lots more .ai files full of iterations.
There are lots more .ai files full of iterations.
Pic 1 (above) : Each logo is carefully constructed from scratch. The options in pic 1 (on the right, on the orange background), are an attempt to show the geometry and construction of each concept, which are then tested as a logo (same pic, on the white background).
Pic 2 (above) : It's a geometrically constructed version of their current logo. The cool thing about the IID acronym, is that all of the letters share the same geometric DNA. So geometrically proportionate 'pillars' where designed to construct all of the capital 'I's' as well as the stem of the 'D'. This pic shows a couple of colour and format tests for the final logo. This really started off as an exploration (or experiment) to try and understand the relationship between the logo, and the amount of space needed around the logo. It quickly ran into a colour test too.
Pic 3 (above) : The pillars in option 1 are too tall, and the contrast makes for an awkward logo, so option 3 attempts to shorten the height of the mark, and also add a bit more personality to the 'D'.
Pic 4 (above) : One of the overarching challenges that I faced during this project, was that the brief asked me to keep as close to the clients current logo as possible (which is why all of the options are more or less a variation on the same theme). The last option was an attempt to simplify and modernise their current mark, as well as provide opportunities for additional branding elements.
Secondary Design Elements
The patterns above are created from various elements that make up the logo. The primary pattern is constructed from the lower case 'i's. Details are deleted at random, and random elements are shaded in a secondary corporate colour, which leave a trace of the grid system that was used to create the pattern.
Collateral:
Pic 1 : The business card, printed on 2 sides. The orange details are left over artifacts from the repeat pattern.
Pics 2 & 3 : The flyer is a simple 1 sided A3 print, which is trimmed as it comes off the laser copier. The client didn't have the time, or the budget to send this item for mass production, so a quick and easy low run solution was required. Its also folded to a square, to match the logo's square format.
Pic 4 : Email signatures are bashed out in word, with simple instructions to copy and paste into Outlook.
