Logo Rebuild #002 – Kruger Armor

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:

kruger logo

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


• Metallic look and feel, similar to, you guessed it, ARMOR.

• Powerful typeface, thick and solid which again lends itself to the service they provide

• Some potentially interesting letters – the “R” in particular has ‘unique’ written all over it


• Lack of consistency in the letter bar thicknesses

• Curved letter elements are all over the place – no consistency

• KERNING…that is the spacing between letters.. it is terrible. Something tells me we have an ‘out-of-the-box’ font posing as a logo.

• Their business is in the material world. specifically cars. Cars exist in 3 dimensions, the logo needs some depth.

SO… lets fix this.


The image above highlights the big issues.

#1 is the weird spacing between the letter “R” and the other letters. The “R” is cool, but not integrated. we need to fix that.

#2 is the center of the letter “A”. The basline and the cross bar do not conform to any of the other letters…there are no rules guiding this logo.

#3 is the letter “G”. whoa…seriously? That letter is just a total disaster.

#4 is the spacing issues between the horizontal bars of the letter “E”. they are not consistent between the top and bottom.

#5 is the most apparent kerning problem, but this problem persists throughout the logo.

SO… lets revisit the rules of logo design:





So I created a bunch of rules for this logo. They have to do with spacing, bar sizes, Leading Letter sizes, etc., etc…

If you are interested in what those rules are, I challenge you to develop the rules I followed based on the resulting logo.

So… lets normalize the letter bars and spacing, the curves, the size of the leading letters, etc.


So,, here we normalized the bars, lead lettering and angles… now for the curves:


Using the “R” as an example, this is how I normalize curves. Find a base letter then rotate it as needed to accommodate all curved letters in the logo. Now, one of the big questions is how the letters will relate to one another. Here is an example of the possibilities. It is important, when dealing with a logo that is the name of a company itself, to try all sort of potential relationships. The aim and goal of the process is consistency and fluidity throughout the logo.


So once you have some options, you put the whole logo together accordingly. The answers, the ideal look and feel – they pretty much present themselves through this process. So here is the finished wireframe of the logo:


Notice the consistent spacing, the various applications to the “R” to make it work in different situations… the FLOW.

Now, to color it and add some sense of depth…BAM!


SO… before and after:


WOW. what a difference…Now, this is not DONE, we’ve discussed icons th go with this, SUVS, target icons, etc…but I’m still waiting to get paid on it, so that is all for now!

Visit me http:www.coggancreative.com

26 Responses to “Logo Rebuild #002 – Kruger Armor”

  1. Have you got any recommendation for when I do use this?

  2. Rebuilding a logo is always a tricky path to weave; you want to make it infinitely better, while at the same time, it must remain more or less the same. When do you use this? If by this you mean my protocol for designing a logo, you use it ALWAYS. The reasons and benefits of taking a prescribed approach to any type of design are numerous.

    For you as a designer, it will speed up your process (eventually), provide you with a solid framework which leads to more consistent designs, and having a set of rules to guide you will most definitely foster your growth as a designer. As an analogy to this, think of the various requirements (i.e. rules) that a client might insist on – these colors, this type of font, this style, etc… etc… I myself used to think of that kind of guidance as road blocks to my creativity! How dare they tell me how to create!

    The reality is, when you approach these client demands as a challenge rather then an obstacle, the designs you create are far more evolved… After all, you had to address elements of the ‘design environment’ – the clients demands – as constants as opposed to variables; this challenges you as a designer to deal with those constants… in much the same way a set of standardized rules will foster the growth of your design process.

    If you create a set of standards and a common protocol, it will also get you in the right mindset to deal with client demands. That might be the over-arcing benefit that you really profit from in the long run.

  3. Milo Tyson says:

    great site and your writing style is amazing. just found your site on yahoo. I¡¯ll come back later for sure

  4. Chet Erner says:

    These are very nice tips that I will try out, I am glad I ran into it. Thanks.

  5. These are very nice tips that I will try out, I am glad I ran into it. Thanks.

  6. Deon Dunahoo says:

    I do agree with all the ideas you have presented in your post. They are very convincing and will definitely work. Thanks for the post.

  7. Thank you for another fantastic blog. Where else could I get this kind of info written in such an incite full way? I have been looking for such information.

  8. Hey very nice blog!! Man .. Beautiful .. Amazing .. I will bookmark your blog and take the feeds also¡­I am happy to find so many useful information here in the post, we need develop more strategies in this regard, thanks for sharing. . . . . .

  9. Don Themot says:

    I recently came across your blog and have been reading along. I thought I would leave my first comment. I don¡¯t know what to say except that I have enjoyed reading.

  10. I hope you will keep updating your content constantly as you have one dedicated reader here.

  11. Vaughn Hum says:

    Cool blog. Thanks!

  12. Coole page. Danke!

  13. Hammer site. Cool!

  14. Great blog. Thanks!

  15. Geile page. Danke!

  16. You’re a Really Professional Blogger, You either have got quality knowledge of what your discussing or you did some great research. Thanks for this excellent post.

  17. Walton Durig says:

    You really make it seem so easy with your presentation but I find this topic to be really something which I think I would never understand. It seems too complicated and very broad for me. I am looking forward for your next post, I will try to get the hang of it!

  18. Book marked your websites. Thank you for discussing. Surely worthy of the time far from my personal tests.

  19. Simply want to say your article is as tonishing. The clearness in your post is simply spectacular and i can assume you are an expert on this subject. Well with your permission allow me to grab your rss feed to keep up to date with forthcoming post. Thanks a million and please keep up the gratifying work.

  20. Max Surgoine says:

    Good article, Every and every Stage is good enough.Many thanks for sharing with us your wisdom.

  21. Is it alright to use your RSS for my site?

  22. Lyle Deeb says:

    You can definitely see your enthusiasm in the work you write. The world hopes for more passionate writers like you who aren?¯t afraid to say how they believe. Always go after your heart.

  23. Ashley says:

    hey, nice blog…really like it and added to bookmarks. keep up with good work

  24. John says:

    hey, nice blog…really like it and added to bookmarks. keep up with good work

  25. Julie says:

    Very educating write up, bookmarked your website for hopes to read more information!