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TurkStreamThe making of the TurkStream logo and corporate identity
Making the first attempts.
Art director: Some of them are OK, keep trying.
Assembling a presentation: the client wants to see the direction we have chosen.
Continuing to think. Developing what we already have.
A few new variants are born.
Choosing the best and preparing another presentation.
The client chooses the monogram design and gives feedback.
Starting to search for the style of the monogram.
Choosing best options.
Polishing.
The client asks to come up with another design featuring a flame so that the Turkish partners would have a better choice.
Art director: The triangle at the base of the flame is really poor.
Replacing the triangle and working on the text.
Choosing two designs, preparing a presentation.
Receiving comments.
The monogram design came to life quickly, putting it away for now.
Searching for the shape of the flames. Trying various levels of “Turkishness.”
Preparing yet another presentation.
Receiving feedback. Working on two variants of the logo. Waiting for one of them to win.
No problems with the flame: bending the base slightly and making the flame itself look more oriental.
Starting to work on the monogram. Trying various outline options.
Deciding not to use an outline at all.
Moving on to the text.
The type designer makes a couple of versions of the monogram.
The designer thinks the sign has to be more geometric, which would make the monogram stronger and easier to read.
Going back to the outline per the client’s request. Also returning the slant of the monogram. It looks more balanced in a circle.
Ultimately, the monogram wins.
Now for the most important part: the small details. Making a stencil version.
Assembling micro guidelines on using the logo for a gas conference.
Starting to work on the corporate identity. Generating ideas.
Suggesting to make business cards out of metal or plastic.
Proposing to use vector illustrations that can change every year on letters and envelopes.
Art director: What’s bad is that if you have like seven envelopes in front of you, it will get boring really fast.
Thinking some more.
Business cards have to be more reserved.
Art director: Pictures on the back turn everything into a cartoon.
Trying a different approach.
Sending to the client.
The client says that letterheads should have specific fields. As for the business cards, there should be no back side at all.
Business cards and the letterhead should be even more reserved, the red color is too bright. We also need European windowed envelopes.
Suggesting to design a folder in the style of advertising materials.
Art director: Doesn’t look very balanced.
What if we make it entirely blue?
Art director: This looks better. The white one is better than the blue one. Pictures in circles don’t look good.
Art director: This device is the weakest picture of all. Can you use something different?
The client asks to use an image similar to the one that was seen during the website development.
Finalizing the picture.
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Typesetting the style guide, making changes, rendering the English and the Russian versions.
