BACKGROUND & RESEARCH
Gordon Hardware, wanted a updated logo with a vintage feel; however, they didn't want it to look old fashioned.
They had already tried working with another company to develop their logo, but the result didn't meet Gordon Hardware's expectations.
After researching the history of the building, the company history, and the industry, several options were developed for their review.
PROCESS & RESULTS
I've found that speaking directly with the client about their vision, goals, and expectations is the best policy. Because of my experience, I hear and understand what my clients want to convey. I use an inquisitive approach to ask many questions. This guides their thought process. As I listen, I'll make professional suggestions based on their input.
At the end of our discussion, Gordon Hardware decided on a bold, graphic image in stark rich black and white. The primary font was a modern sans serif, and the nod to the past was achieved through the framing shape, inset outline, secondary font, and in the small flourishes around the established date. It works in both large and small sizes and the framing shape may be adjusted to meet its purpose.
The client was starting a new department within their store and needed branding which coordinated with their existing visual standards, yet had the look and style which would be noticed by their target audience.