Week 4 – Post 2 – The Company Logo

Flash Travel

A company logo is its major graphical representation. It anchors the company’s brand and becomes its single most visible manifestation within the target audience. Being such a critical aspect of business marketing, a well-designed logo is therefore an essential part of the company’s overall marketing strategy.

The logo is intended to be the ‘face’ of the company and a graphical display of its identity. Its colours, fonts, and images, should communicate information about the company to the customers and allow them to identify with its core brand, and at the same time they provide an anchor point in the design choices for all of the company’s other marketing material.

A good logo, should not only be unique, but also designed in a way that is comprehensible to potential customers providing some sense of meaning about the company and what it stands for.

The Process

Before starting to sketch the logo, a closer look at what message the company wants to convey to its target market was taken. Adjectives, such as quick, easy, and personalised, were sought to define the company’s mission statement, and were kept in focus while creating the logo.

Logos of other businesses in the travel industry were then studied for overall design, type of images used, graphics and colour schemes.

Apart from focusing on the company’s desired message, the company’s name, ‘flashtravel, was also taken into consideration, and it was decided that the logo features a creative implementation of a lightning bolt to suggest one of the company’s key benefits of being quick and easy. Since this is a service-oriented company the logo is rounded to provide a sense of service and trust.

The colour scheme was limited to a combination of three colour tones – blue, mellow orange, and white. Each of these colours is associated with travel in one way or the other: blue for the sky and the sea, orange for warmth and the sun, and white for clouds and snow. This scheme was chosen not only for its harmonious look and feel, but also bearing in mind the costs involved when it comes to produce it on stationery were it to include more colours.

The logo features the image of a globe with a plane spinning around it and the company name curved at the top left part of its arc. The letter ‘l’ in the word ‘flash’ has been replaced by the image of a lightning bolt. Therefore the immediate visible components of the logo show what the company does and how it does it.

The logo was created in Adobe Photoshop CS6 using a combination of its tools. A radial gradient background was first created in blue with a silver centre. The raw image of a globe was then added and given a glow effect to blend it in with the background. The raw image of the plane spinning was then edited to be given the effect of it spinning around the globe using Photoshop’s Eraser tool, Brushes, and Ellipse tool. This image was masked and given its mellow orange colour, whilst its edges were given a pillow stroke, from the Bevel and Emboss layer effect, for a smoother finish.  The Dax font was chosen for the text. The company name was inserted and warped to arc it on the globe’s circumference, adjusting the font size and the character spacing. The pillow stroke was applied also to the text to create softer rounder edges. The letter ‘l’ was replaced by the raw image of a lightning bolt, which was also masked and given the orange colour.

The overall design of the logo was created aiming for recognisable signifiers which instantly relay the most essential information about the company to its potential customers, and is intended to create a familiar brand image that customers will associate with the services it offers.

PSD File: https://www.dropbox.com/s/my82dkdse7zu5ug/Flash%20Travel.psd

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