The client needed a logo and a visiting card as they are rapidly expanding into the international market and needed to revamp their existing identity. Part of the brief was that the logo needed to represent the precision parts manufacturing and engineering background and the feng-shui principle of gold on the card. I was also told that they wanted the logo to contain the acronym SPAC.

The creative brief was filled in by the client and another short telephone conversation set the ball rolling in terms of creative output and design engagement direction.

Following was the evolution of the design engagement:

Stage I

Here, the hexagon represents the various business values and the two golden dots signify the engineering and components business. A combination of black and golden would look premium as well as formal and business-like and modern.

The blocks on the letter “C” represent the components as they come out of an assembly line or on a conveyor belt. The “C” is also larger than the rest of the letter because the business is about components / metal parts and engineering. The yellow/ochre color is supposed to represent the gold.

The “C” is supposed to represent the various nuts and bolts in the client’s business – components, business values and the importance of clients. It is also larger than the other letters because it signifies the business of components / sheet metal etc.

The letters SPAC will be in gold – embossed if feasible and the spanner is rotating the “C”, which represents that SPAC makes the “component and sheet metal and engineering industry” go round or that SPAC is all you need for all your requirements in this industry.

“P” is measuring the “A”, which can mean that SPAC sets standards for the Auto Components industry – it also gives the idea that you are in the precision and engineering industry. The “P” can be embossed in gold.

The gear withing the “P” can be embossed in gold and outlined in black. The “P” also represents the shape of a measuring instrument or a drop of oil as used in all major engineering industries.

The lettering represents a motorcycle chain – the inner contents could either mean rivest or screws or “components” in general and to keep the logo simple, we could do away with the inner content altogether. In this shape too, readability might be an issue.

The symbol is like a fireball – it gives the impression of speed and dynamism. At the same time it also represents engineering components – you could fit a gear into it. Gold would give a nice look to the same and the letters with a black outline give a sporty/contemporary feel to the logo.

The shape on the letter “P” signifies “Speed” of delivery, various parts/components and is actually derived from a six-sided hexagon, thus representing the various values and facets of your business – quality, trust, delivery, etc. The shape can be embossed on the printed card in gold. The rounded letters signify that the client’s business values are very simple and clear and well-rounded – they understand their customers well.

The gear is held between the arms of the letter “C”, which strengthens the meaning of “components” and attaches the name of the company to the meaning of what the company does. The arms of the letter “C” can also be taken to mean as if they are measuring the gear – hence the connotation of precision measurement.

SPAC forms a connected symbol, where “S” and “P” are connected and “A” and “C” are connected, thus differentiating between Satguru Prem and Auto Components. The letters can be printed in gold and black – with a small gear-shape in the “C”, which strengthens the meaning of “components”. The problem with this style is that people might not be able to read it.

The letter shapes signify sharpness – precision instruments and engineering. The letter “A” is like a stamp tool, which can mean that products manufactures at the client’s plant have the stamp of quality, trust and value.

So, I did get quite stuck with the gears in the logo design as I really couldn’t figure out how else to represent engineering and auto-components! I also stuck to black and gold as the colors as the client clearly mentioned that they wanted that. Since this was a rush job – and I mean a real rush job – the logo was started and finished in four working days – I skipped the first step of sketching and went straight to Photoshop.

Stage II

The client reverted with their choices and there was one more iteration as follows:

This was one of the choices of the client – I worked on it a bit and tried to give it a smoother finish – although I was personally quite horrified with the logo.

This was choice number two, and the only one that truly had any merit – the only addition was the addition of the company name and a little golden patch under the metaphorical “stamp”. The font used is Myriad Pro.

Stage III

The finally selected logo is the following :

The business card design finalized was as follows [ there were three designs given and the following was chosen ]:


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  1. Dear Naina,

    I designed logo and website for above url client. this is my first logo created me. i love to hear comments on my design.

    after i read your blog about R- ADAG logo blog, i thaught that i can learn more from you. today i came to know abt symbols as u provided link in u r article.

    i dont have formal design studies but your single article spinned my blood and refresh my soul.

    angrezi i dont know much i dont what i can write on comments but im trying to write what i feel. this is my first comment on your website blog.

    i have passion be a good designer what can i do?

    im wrting theese words as you are a good artist and also a nice human.
    sorry if any mistakes in english.
    now i learning english and designing. some few of your words really help me.

    Allah aapko aur tarakhee dey! ameen.
    Yasin Ali

  2. Hi Yasin! So nice of you to stop by and leave comments on my blog, I appreciate it! It’s fantastic that you have passion to be a good designer – nothing can stop you from achieving your dreams if you’re passionate about them 🙂

    As far as the language is concerned, as long as I understand what you mean, it doesn’t really make a difference! But I will share with you that having good knowledge of English for speaking, writing and reading is a prerequisite for working successfully in today’s wired world – most of my clients are not from India and English is a universal language so if you speak and write it well there are more chances of the other person understanding you clearly and thus giving you more work.

    The best way to learn it will be to speak it with people who are fluent in the language.

    I’m glad you found the blog helpful!

  3. Hey Hi Naina,
    i saw ur profile it’s very , very GooD,
    i am working as a Web Designer….i just try to design my web site on one of the blog…i am requesting u to just gothrough my web site and give me some ideas for increasing my skills…i am doing a frwwlansing work also….
    ok the bye!
    nice to see u!

  4. Hi Bhakti, Thank you for stopping by and for the kind words. I did check out your blog. Your work is decent but I guess we all need to improve as we learn and work more. If you’re open to freelancing, please do drop in an email and I’ll let you know what kind of venture I’m working on currently.

Comments are closed.