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:
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.
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.
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 ]: