GIFT Ltd. - Logo - OUGD502

I have been asked to create a new logo for  company which specialises in provision for the 'exceptionally able, talented and gifted' children.

The current logo needed updating. So I set out to pitch an overhaul of the brand to give it a fresh, young feel.

Current:

The green double helix shape is made to represent DNA, which I find doesn't quite represent a rememberable logo, I found it overcomplicated and that it needed simplifying.

So I set went to the drawing board and set out finding symbols that can represent words like talented, gifted and able.

Which then led me to this solution:

I thought it would be refreshing for the brand to be uplifted, but when I pitched this to the client, they were unsure because they found it too much of a radical change. Also they found it a little 'too' modernist for their taste. Which I was fine with, as this gave me a much better perspective on what the client wanted, not a re-design, but rather a facelift for the current logo.

The brief they then set me was:

To re-create the current logo in a more legible and up-to-date fashion using purple as the primary colour.

So I went back to the drawing board and set out vectorising the DNA shape from the original logo.

I tried to keep changes to a minimum as you can tell. I found that the DNA spiral was difficult to execute without it looking outdated and *too* skeuomorphic which again is not my typical style of working so I had to dust off the old shadow/highlight techniques within Illustrator to give the 3D effect.

The style of shading I chose was a subtle 'contouring' rather than the reflective style of the old logo.

Examples of contouring:

2015 Freeview Re-brand. A great example of subtle shadows and highlights creating a more 'flat' looking 3D shape. 

Not forgetting the old Microsoft Office for Mac 2011 icons. These were strong inspiriting for me when updating the logo with their 'folded' effect.

After the client took some time to decide which variation of the logo they found most effective, they went with the very first one:

Throughout this process, I have gained valuable experience on respecting what the client wants and although they come to me with the problem and I am the one with the solution, I find it frustrating that what I might see as the more effective outcome, the client may not see eye-to-eye with me but when the brief is applied, I have to see it through and create an outcome they will be pleased with and effectively communicates the brand.