Shotcut: A study into effective logos

What happens when a company needs a complete logo refresh?

Role

UI and Graphic Designer

Graphic Designer

Industry

Film editing

Task Duration

3 months

Here's the problem

My client reached out with a problem more monumental than one might expect: we need a new logo. The customer wanted something that would be abstract enough to draw attention. He expressed concern against something that would rely too much on standard film iconography.

What could appear as a trivial cosmetic uplift could actually redefine the company's entire brand and aesthetic. I knew right away how crucial it was to get this task done correctly.

Let's try a solution

My client's wish for something unique and different was not mutually exclusive to my understanding that it would best to present something with a strong silhouette. I approached this task with the goal to incorporate both needs.

Let's begin iterating

Uncovered Issue

The first original square logo would not work because of its tendency to clash against circular frames across social media.

Applied Strategy

I used this struggle to design something less square.

Uncovered Issue

The client emphasized that it cannot be too literal with its film iconography

Applied Strategy

I made sure that my next iteration would present something more abstract

Uncovered Issue

While straight edge boxes would not work well, especially within circular frames, the client still had a preference for angular features.

Applied Strategy

The final logo was designed to balance the line between simplicity, clarity, angularity, softness, and overall appeal.

Final result and impact

In the end this is the final iteration of the logo that I decided to present.

My client was pleased with this logo because he appreciated how it incoporates elements of all his needs.

It is not literal within traditional film iconography, but it is still vaguely reminiscent. It is simple and abstract enough to not be overwhelming, but it still possesses interesting elements. And lastly, it is able to stand on its own as a strong silhouette.

Shotcut: A study into effective logos

Shotcut: A study into effective logos

Shotcut: A study into effective logos

What happens when a company needs a complete logo refresh?

What happens when a company needs a complete logo refresh?

Here's the problem

Here's the problem

My client reached out with a problem more monumental than one might expect: we need a new logo. The customer wanted something that would be abstract enough to draw attention. He expressed concern against something that would rely too much on standard film iconography.

My client reached out with a problem more monumental than one might expect: we need a new logo. The customer wanted something that would be abstract enough to draw attention. He expressed concern against something that would rely too much on standard film iconography.

What could appear as a trivial cosmetic uplift could actually redefine the company's entire brand and aesthetic. I knew right away how crucial it was to get this task done correctly.

What could appear as a trivial cosmetic uplift could actually redefine the company's entire brand and aesthetic. I knew right away how crucial it was to get this task done correctly.

Let's try a solution

Let's try a solution

My client's wish for something unique and different was not mutually exclusive to my understanding that it would best to present something with a strong silhouette. I approached this task with the goal to incorporate both needs.

My client's wish for something unique and different was not mutually exclusive to my understanding that it would best to present something with a strong silhouette. I approached this task with the goal to incorporate both needs.

Let's begin iterating

Let's begin iterating

Uncovered Issue

Uncovered Issue

The first original square logo would not work because of its tendency to clash against circular frames across social media.

Applied Strategy

Applied Strategy

I used this struggle to design something less square.

I used this struggle to design something less square.

Uncovered Issue

Uncovered Issue

The client emphasized that it cannot be too literal with its film iconography

The client emphasized that it cannot be too literal with its film iconography

Applied Strategy

Applied Strategy

I made sure that my next iteration would present something more abstract

I made sure that my next iteration would present something more abstract

Uncovered Issue

Uncovered Issue

While straight edge boxes would not work well, especially within circular frames, the client still had a preference for angular features.

Applied Strategy

Applied Strategy

The final logo was designed to balance the line between simplicity, clarity, angularity, softness, and overall appeal.

Final result and impact

Final result and impact

In the end this is the final iteration of the logo that I decided to present.

My client was pleased with this logo because he appreciated how it incoporates elements of all his needs.

It is not literal within traditional film iconography, but it is still vaguely reminiscent. It is simple and abstract enough to not be overwhelming, but it still possesses interesting elements. And lastly, it is able to stand on its own as a strong silhouette.

It is not literal within traditional film iconography, but it is still vaguely reminiscent. It is simple and abstract enough to not be overwhelming, but it still possesses interesting elements. And lastly, it is able to stand on its own as a strong silhouette.

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