The anatomy of a logo…

Begreen.com (not launched as of time of writing) seeks to provide unique and useful products to consumers that are seeking a greener lifestyle. Specifically focusing on home and lifestyle products, from pest control to accessories. They wanted a logo that could be utilized as a corporate identity online but also as a line of company branded products.

For that reason three different types of logo were produced for Begreen. Their Flat Black logo would be used as a simple branding mark and their Flat Color Logo would be used as a more intricate branding mark; the full color version would be used for Online use, High Quality Print work, etc. The initial design was to invoke a strong word / thought association. In using the simple letter “B” in which the main color then displayed as accent is “green” it works well in that regard. “Green” symbolism is represented by a stylized “leaf” which although somewhat obvious in nature – is effective: and that was the goal.

Since one of the goals of Begreen is to advanced their brand recognition using promotional items, the logo was demonstrated to the Client placed on a Promo-Mug to illustrate more effectively a banding example. The branding example mock up displays all three versions of the logo so the client can make an accurate decision on cost vs quality in terms of printing costs associated with the items. The mock up is created by using stock imagery and placing vector versions of the logo on top of the photography. Then adding in light sources to reproduce glare and other lighting conditions which creates the illusion of the logo having been printed on the stock item itself. Accuracy in the visualization of lighting and understanding perspective in regards to curvature is very important in this respect.

The last item we will look at is a representation of a Business Card “Front” using their logo. The goal was to create something interesting enough and able to invoke the holder curiosity enough so that the person receiving the card would not do the typical thing of simply throwing it away. The cards represented would be printed on extra thick stock with a very high gloss coat and UV coating which would allow the black areas to look very deep in terms of contrast and allow the green used on the leaf to be outstanding in appearance. The thickness would lend itself to someone keeping the card around for use as a bookmark or the like: meaning although slightly more expensive in printing costs – the user would be more likely to look at the card more then once. That translates into more bang for the buck in terms of advertising as well as simply promoting the brand recognition every time the object is viewed.