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Logo design is one of the most challenging and difficult design tasks a designer can undertake. But if you love problem-solving and have a sense of adventure, it can be one of the most rewarding and satisfying creative tasks to complete.
Firstly, there are several vital elements to consider such as memorability, ease of reproduction on different platforms – i.e., digital or physical – how well it conveys a message, and more. Secondly, the whole process gets more complicated when you factor in requirements from the branding and marketing departments.
I remember at my previous company that marketing wanted a logo that could be manipulated and used on a whole range of communication materials. It still had to be recognizable but versatile enough to preclude creative usage in 2D, 3D, and photographic backgrounds.
So I began the HONOR Gallery logo project as I would any other; with some research on competitors. I also drew on personal inspiration like my love of photography, for example. I tried not to lose sight of brand objectives throughout the process, which meant that my research was both broad and specific.
I wanted the logo to be minimal, modern, easy to recognize at different scales, and easy to remember. Thinking about photography nowadays (and considering HONOR products) what comes to mind is smartphones. So from there, thinking about the camera icon within the UI, was a natural step.
The next move, however, was to take the key elements that define the camera icon and extract them to a bare minimum so that they could still convey the idea of photography. So the lens and flash – a circle and a dot next to each other – could go into the top-right corner of an ideal square.
The new HONOR logo is an elegant and straightforward sans-serif font with two Os that form an ideal geometric shape. It's not just a perfect circle, it's also repeated twice, and their positions are symmetrical – one O after the first letter and another before the last with a letter in between. To me, this is the soul of the logo itself. And it's not by chance that this feature is used to great creative effect in HONOR marketing and communication materials.
I now had two main concepts: the minimal version of the camera icon and the symmetry of the brand logo. I needed a way to combine these two elements harmoniously in a logo that would respect, as much as possible, all the premises I listed at the beginning of this article.
The solution wasn't hard to find. All the pieces came together quickly like a puzzle. I simply took the two Os and used them to represent the camera icon, one for the lens and a smaller one for the flash.
Next, I did some tests with different proportions between the two circles, trying to scale them up and down, with more or less distance, until I found what I believed was the right balance.
BOOM - now I had a logo!
I did some research online to see how it compared to other logos, paying close attention to the tech industry. With some relief, I didn't find anything too similar.
The final step before presenting to the marketing and brand teams was to test it. I started manipulating the logo trying different visual treatments. I tried it as a frame for different kinds of photographs, used it as a mask, made some 3D extrusions and added layer effects trying to imagine how the communication team or agencies could use it for promotional materials and campaigns.
I then tried it as a watermark, imagining how it could be used on social media during photo contests and other activities.
Satisfied with the results, I presented my concept to the teams involved and the new logo for HONOR Gallery was born.