Sunday, January 15, 2012

C-Squared Brand Design

This is a brand design that I did for my employer at the time, C Squared Development, a technology and software development company. None of the designs were implemented. This is actually a good example of rule #1 of a designer for hire: never fall in love with your designs.

The final decision is always made by the client, and sometimes their tastes are completely different from your own. Always be ready to ditch your designs and move on, and always have other design concepts ready to go.That said, you should never leave a project unhappy with your concept.

All projects need to start somewhere. Sketch, sketch, and then sketch some more. The more ideas, the better.

I ran with the two concepts that appealed to me. The first looks like gears or a driving belt, indicating the engine of design, development, and maintenance. The second has a web of lines indicating a network and energy.

I usually come up with shape first, then determine color, but sometimes the color scheme happens first.
This logo presentation had two types: stark, austere, and professional; and colorful, modern, and playful.
Both designs work well with all restrictions.


Alternate color backgrounds show how well the logos pop.
The business card represents the ideas behind the brand. Austere and professional, here.
While this card is bright, in-your-face, and energetic.
The envelopes are a further extension of the concept.

After the first two designs were abortive, I created a third concept which didn't make it past the initial design phase. When you force yourself to not fall in love with a particular design, you discover how easy it is to make more designs that you like. Remember, the idea is not important. You are not being paid for the idea. You are being paid for the implementation of the idea. Ideas are a dime a dozen, because everyone is an "idea person."

Bold blocks represent the three-block "C" in shades of red with the "2" nested with four blocks of gold.
This is a similar concept but is more aesthetically rigid. Here, the "C" is the same, but it is framed in gold with a single red square representing the exponent.

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