My client’s original logo used an image he pulled from the internet and a haphazard assortment of font styles.
The Dagaz — an Old Norse symbol meaning “dawn” — has personal meaning for the owner and needed to be incorporated in the new logo.
In my first comps, I incorporated the Dagaz in different ways. The name Loki comes from the Norse god of trickery, so I tried some trickery in combining the Dagaz with the lettering of the logo. I also incorporated some traditional location graphics, using a compass and circles connected by lines.
I provided a selection of logos, including concepts that leaned towards my client’s original ideas, plus additional ideas to consider that fit his business and target audience. The bottom option was the “out there” comp that I felt worked best — but sometimes the client doesn’t know this until they see it.
He really liked my clean and modern version, and started to see how it would appeal more to his audience. However, he wanted to see it with a bolder font.
In the end, my client kept gravitating twoards the modern logo and liking it more and more. I created a happy medium with the font boldness, and added a gradient to the Dagaz to suggest the colors of a sunrise at dawn.
I created a stacked version of the logo for use in spaces with proportion limitations, along with versions for use on dark backgrounds. I provided the Dagaz symbol as a stand-alone element to use on promotional items or as an avatar.
Selected colors and styles complete the brand board that will inspire my client’s use of the style in further materials.
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