We recently were given the opportunity to create a logo for a structural engineering company called ‘Blueprint Innovation’, based in Leeds. This experienced business wanted to target the male market with modern branding. They wanted to incorporate the idea of a blueprint drawing into the logo design and therefore were keen for us to use blues within the design. They wanted a professional logo which reflected the friendly nature of the business. As well as the business name they wanted the words ‘Structural Engineers’ to be included in the design.
After researching their market and some of their competitors, we looked more closely at ‘blueprint’ imagery. Within the initial concepts we used illustration shapes, graph paper effects and general line designs. Although we experimented with different colours, the final selected design included two shades of blue. This just made design sense, as there was nothing to be gained or expressed with using a different colour.
The concept was to take the ‘B’ from blueprint and create this in 3D, similar to a CAD drawing. This was to reflect the structural side of the business as well as ‘blueprint’. We included the graph idea as we to help create a line drawing freehand affect. We selected the font ‘Aachen BT’ to give the brand a bold, structural feel. The main, darker blue was drawn from a graph cutting mat and the lighter blue selected compliments the main blue and can work as an accent colour throughout ‘Blueprint Innovation’s’ branding.
The final design is versatile, working well when scaled down onto a business card and would also be successful in a much larger format. The ‘B’ element of the design lent itself well when designing the stationery for the business and over all helps to create a strong, professional modern brand.
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