Design Gods

Welcome to the South Pacific….

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Okay, so time for another redesign! This was for a client, Kruger Armor. They basically build custom cars that can withstand bomb blasts and sniper fire. here is the original logo:

Once again, given their business, this logo has many appropriate characteristics… and many issues.

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So, in this logo, we will apply the rules I set forth in my earlier post, Logo Appraisal #001 and build this bad boy out. MyShoDog.com came to me with the intent of skinning their portal site, built on an ASP Net 3.5 platform. An interesting project I was excited about, and then I saw the logo I had to work with.

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I was traveling this past weekend and spotted this Neal Electric truck at the airport. The logo? It made me sad…Why? Well, this is a perfect example of a good foundation that was not seen through to it’s real potential. I aim to fix that, just for the hell of it. Well, not just for the hell of it -  as an example that will extend to you the philosophy, rules and process that guide my designing.

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When working with new clients, you often have to work within the confines of their existing branding. On many occasions, that branding is terrible and you just have to deal with it. On other occasions, the idea is there, but not fully developed or simply poorly developed. I recently worked with another design company on a logo, for example. The finished product they sent me consistent of an iconic mark, which I didn’t love and a typeface that was straight out of the box: no kerning corrections, no letter bar or spacing corrections… it was terrible. More terrible yet, they charged a very high price for what I considered a logo that was only half completed.

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This is a quick example of a quick greeting card design and it’s evolution…

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