Creating a visual identity using basic shapes or stylized text can be a challenge. Typically the most powerful logos are the simplest, consider the logos for IBM, Target, Walmart, Nike, Apple, etc.
The following is an example of how a logo develops.
ArkTech: a small IT company posited the notion of computing support as a binary life boat. I began by constructing letters using ones and zeros as building blocks.
If you look closely you can see that the "h" is a one with half a zero pasted on. After spelling out the company name I selected sample colors: blue and white.I used the "K" as a bridge to connect ARK with TECH, the "arrow" implying that technology was directed toward preserving, or advancing the enterprise.
I also created a version that included an illustrated ark, although the client and I agreed that an ancient boat was not a good icon for a cutting edge IT company, whether made of wood or steel. These logo solutions were rejected. The client requested that I concentrate on merging the key letters "A" and "T." I did so emphasizing waves to invoke the ark successfully navigating turbulent seas.
Although I liked the result, I had missed the boat completely. What the client wanted to see was the letters superimposed. I played around with ways to do that until everyone was satisfied. The final result is the letters "A" and "T" merged together within a triangular motif, that incorporated an upward pointing arrow, symbols of strength and positive trajectory.
The following is an abandoned concept for a Defense Department data migration program.
This was created for use in a disaster preparedness brochure,
but never made it into the final publication.
