Knick Haas Creative

The dynamic brand identity I designed for Alleghany Services with @renouncreative. The identity consists of the main "excavator arm, A" logo mark and the personalized logotype. The logo is customized for each service category they provide by adding that name under Alleghany, then changing the color of the logo and accompanying it with the line pattern that we choose to amplify each services awareness. Alleghany also known as Alleghany Services is the parent to all the sub-service companies.

These are some of the unused logo mark and lockup concepts I worked with @renouncreative on for a corporate rebrand of a company originally called Alleghany Farm Services. This second-generation specialty construction company focuses on building large scale, high-end drainage systems for commercial farms, along with a suite of other services revolving around the agricultural industry. The top row is a series of logo marks that represent the excavation, farm drainage, and cons...truction capabilities of the company. The middle row are series of shapes more abstractly representing the same idea from above. The bottom row shows an evolution into what ultimately became the final mark and logo... coming in the next post. Which option or row would you choose?

Get out and vote. Safely.

Now that you’ve seen the BTS process of creating logo (check out my last post if you haven’t), I figured I should show the new brand identity of celebrity voice coach Lisa Popeil I worked on for @renouncreative . As one of America's top voice experts, Lisa offers in-person and virtual voice lessons for singing and speech, workshops, and numerous instructional materials. Swipe through to see the before and after of the logo, multiple orientations, primary brand fonts, responsi...ve logo system, the logo mark construction, photo treatment, and logo usage examples. Words from our creative director/designer: Manipulating letterforms to combine them into monograms is one of my favorite types of logos to design. Breaking down the elements of this logo mark: 1. The V & W #monogram for Voiceworks 2. The curved flourishes reflect Lisa’s personality and interests 3. The purple and fuchsia color palette was taken from Lisa's previous brand 4. The concept of growing as a singer and speaker through her program is evident in the upward and outward directional arrow of the logo mark

Every designer has a slightly different process for researching, conception, designing and presenting a logo to a client. My way has certainly evolved over the years, from the tools I've used to how many concepts I present, to how I talk about the concepts to clients. I am on a constant search to find out how other designers do it. I figured why not give you a peek behind the curtain of how I have done it for some projects I have worked on in the past. Keep in mind that the a...mount of time, effort and Illustrator art boards and margins it took to bring this mark to a final could not be captured in 10 slides. This carousel of images takes you from the original marks and logo lockups that were presented to the client, Lisa Popeil, through the revisions of the chosen logo mark, and onto to the tweaks that become the final logo. To make sure a logo is customized to each client it is important to add elements that evoke meaning from the client's personality and/or company culture. Below, you can read the break down of elements for each logo concept. Logo Concept 01 V shape for Voiceworks Overlapping shapes to represent the different tier programs she offers from beginner to expert. The depth that is created from gradients and overlapping shapes to depict the vibration or vibrato that comes from a singers/ speakers voice. Logo Concept 02 Sound waves and cone shape illustrate the sound of speaking and singing in the lessons. The optical illusion that occurs when looking at the logo mark. The wide opening at the top of the cone shape toggles between pointing toward the viewer or away from the viewer. This relates to the control of voice Lisa teaches in her lessons. Logo Concept 03 Sound waves illustrate the sound of speaking and singing in the lessons. The abstract shape of a mouth The negative V shapes within the mark represent rows in an auditorium or amphitheater where singers, actors and speakers perform. Logo Concept 04 Lisa requested floral elements and flourishes when we spoke to her in the initial kickoff meeting hence the flower shape The microphone head is at the center on the flower and it’s handle is shaped in the negative space