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

First Iteration

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

First Revision

I used this struggle to design something less square.

Second Iteration

I presented a design that implemented circular and triangular elemnts, but the client emphasized that it cannot be too literal with its film iconography.

Second Revision

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

Third Iteration

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

Third Revision

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

First Iteration

First Iteration

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

First Revision

First Revision

I used this struggle to design something less square.

I used this struggle to design something less square.

Second Iteration

Second Iteration

I presented a design that implemented circular and triangular elemnts, but the client emphasized that it cannot be too literal with its film iconography.

I presented a design that implemented circular and triangular elemnts, but the client emphasized that it cannot be too literal with its film iconography.

Second Revision

Second Revision

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

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

Third Iteration

Third Iteration

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

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

Third Revision

Third Revision

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

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.

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.

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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