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  • #EyesForBranding&Print

Logo Design & Packaging : GLO CFLs & LEDs

  • May 6, 2013
  • naina

GLO is a manufacturer of CFL and LED lighting fixtures and they got in touch with me for the design of their logo and primary packaging.

The brief

The client had finalized the brand name and had some ideas for the logo itself. Those ideas needed to be fleshed out and the following images will give a clear picture of the progression of the branding assignment.

Following are some of the logos the client liked and shared as references.

GLO CFL LED Lighting Fixtures India Branding Visual Identity Logo Design Naina.co aside asidebrands

While it is easy to ask the client to complete a creative brief questionnaire – answer a list of questions to understand where the branding assignment needs to start – it is not a simple task to quite know what they are thinking. To aid that process, I ask clients to share visual references of other identity systems they have seen and logos they have liked. I also ask them to tell me why they made those choices – what appealed to them, what were they thinking etc. While this is still a “vague” method of capturing their thoughts, it is a great way to immediately know a mental framework of where my clients are coming from.

Following are some of the logos the client disliked and shared as references.

GLO CFL LED Lighting Fixtures India Branding Visual Identity Logo Design Naina.co aside asidebrands

[ Just for the sake of written clarification : none of the logos seen in the above two images have been designed at asidebrands. ]

Sketches

The first round of sketches is always an eye-opener for the sketcher as well as the client.

Both parties learn more about what the other is thinking. Hence, this stage equips both parties to handle each other better so that the final outcome benefits the brand better.

This is what the first round of sketches looked like on this branding assignment.

GLO CFL LED Lighting Fixtures India Branding Visual Identity Logo Design Naina.co aside asidebrands

All notes written by hand have been written by me to give more clarity to the client about what I was thinking when I sketched those shapes. Feedback after the sketches leads to either another round of sketches or the first round of more final-looking versions of the sketches that the client was more inclined toward.

First Draft of Logo Designs

GLO CFL LED Lighting Fixtures India Branding Visual Identity Logo Design Naina.co aside asidebrands

At this point in the branding assignment, the client is leaning toward a particular visual identity solution but would like to see some variations of maybe one additional option that they like. Iterations in design and sketching are part of a typical visual identity assignment and you can see the same process in the many previous case studies that have been published on aside.

Second Draft of Logo Designs

Further designs and ideas are always based on client feedback but there are times when an idea might strike me that has not been discussed previously. As a branding specialist, my goal is to always recommend and suggest solutions that I believe will be ideal for the brand and the human brain does not stop thinking just because the work day is over. No 9-5 restrictions on creativity!

GLO CFL LED Lighting Fixtures India Branding Visual Identity Logo Design Naina.co aside asidebrands

Third Draft of Logo Designs

GLO CFL LED Lighting Fixtures India Branding Visual Identity Logo Design Naina.co aside asidebrands

From the above iterations, you can tell that both the designer and the client are leaning toward a particular shape / visual. Usually this means that the next iteration will be the final iteration before a final shape is approved for the logo. The original design as suggested by the client was, in this case, the visual that both the designer and the client ended up using. And the next iteration was to determine colors and possible final tweaks to the chosen visual.

Fourth Draft of Logo Designs

GLO CFL LED Lighting Fixtures India Branding Visual Identity Logo Design Naina.co aside asidebrands

You’ll notice there’s a slight tweak in the original shape that was liked. That tweak added the missing characteristic that makes the logo unique even though it stemmed from a cliched use of “light” rays.

The following is one iteration to show what the logo would look like when applied to various backgrounds.

GLO CFL LED Lighting Fixtures India Branding Visual Identity Logo Design Naina.co aside asidebrands

The primary packaging design as shown to the client was as follows – with a visual look at the iterations from how it started to how it closed. The client will be developing their packaging based on this.

GLO CFL LED Lighting Fixtures India Branding Visual Identity Logo Design Naina.co aside asidebrands Packaging

The Final Logo

GLO CFL LED Lighting Fixtures India Branding Visual Identity Logo Design Naina.co aside asidebrands

[ All red and blue borders are to denote the aside branding and are not part of the branding design assignment for GLO. ]

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2 comments
  1. diesh says:
    May 6, 2013 at 7:02 am

    good work

  2. Ravi Sagar says:
    May 7, 2013 at 4:06 am

    Good to see blog on designing after long time.

Comments are closed.





Naina Redhu is a professional photographer & visual artist.

Her career, spanning 16 years, started with an MBA in IT & Systems, to a job as an Innovation Management Consultant, to branding & graphic design work for international clients, to a full-time solo-entrepreneurship as an Experience Collector.

Naina started her blog 16 years ago and it has evolved from writing about Creativity & Innovation, to sharing case studies about Branding & Graphic Design to finally a destination for some of the leading Luxury & Lifestyle brands as Naina writes features for these brands and photographs them.

Having traveled all over India as a child ( the advantage of having a father serving in the Indian Army ), she is also well-traveled across Europe ( Austria, Switzerland, Netherlands, Italy and France ), Asia ( Bhutan, Sri Lanka, Thailand, and Vietnam ), America ( New York, Los Angeles and San Francisco ), and Canada.

Naina has her own podcast called The Naina Redhu Experience, where she talks about the business and professional aspects of photography, blogging and influencer marketing in India.

Her abstract art, under the KhaosPhilos label can be shopped on the Naina.co online store and she is available for bespoke commissions as well.

"The New Rules of Online Brand Building", Naina's on-ground workshop, recently wrapped up its 7th Edition. Launched in 2018, "Workshops By Naina" is going to be seeing more editions across the country & online.

Naina is also available for hire as a Speaker. She has been invited as a Keynote Speaker at a blogging conference and also speaks about the business of photography in India.

Always learning & evolving online, she has presence across several online spaces including Twitter, Instagram, Facebook, YouTube, Pinterest, LinkedIn, TikTok and her podcast can be found on all podcast channels and apps.

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