Working in the field of web design, we develop a certain knack for integrating existing identities and guidelines into our work– as we are often creating (or reworking) an online image for a company that already has an established image elsewhere.
This may be a blessing for some, who prefer just to focus on the website itself and leaving the branding to others – but it can also be quite burden, especially when the identity was not created with online use in mind.
Recently, when working for my previous employer, Bam Creative, I came across this problem. The client, Volleyball WA, had provided a logo which was created some time ago, and was not really fit for the web. As much as I tried to incorporate it – I kept failing miserably.
Realising that I was going to struggle to create a visually appealing concept while the logo still occupied my Photoshop file, I decided not to continue with the website but instead take a 30 minute hiatus and see what I could do with the logo itself.
Although unapproved by the client, I figured that I could pitch a ‘refreshed version of their existing identity suitable for more modern uses’ – and if they didn’t agree, I could always drop the original back in. Either way, it would be no extra cost to them, and it would help me get the design completed.
Understanding that this logo had been their only identity for some time, my goal wasn’t to completely start again, but to bring the logo back to life and make it suitable for the new website. It was important not to change the structure of the logo too much, as the identity still had to be recognisable when presenting it to the client.
Looking at the original logo, it was pretty obvious that it consisted of three parts – a triangle, a figure, and the type – Volleyball WA. It was important that the new logo retained these elements, but not necessarily in the exact same form. To start, I redrew a more uniform triangle and dropped the sharp edges and this immediately gave me a more natural shape to work with. I also decided to add perspective to the triangle, giving a nod to its original distorted form.
Once I was happy with the shape of the triangle, I set upon finding a useful image of a volleyballer that I could use for the silhouette. I found this was one of the greatest drawbacks of the original logo, and felt the new silhouette needed to be immediately obvious to the viewer. Once the image was found, I quickly outlined in illustrator and I was suitably happy with the outcome.
Another strong element of the previous logo was the bright yellow colour, although I felt it to be slightly overbearing. Using a very light yellow to orange gradient presented a much softer appearance, but also gave extra impact to the silhouette in front.
At this point – I was quite happy with the overall appearance of the updated mark, all that was remaining was the type. After experimenting with a couple of typefaces, I went with a familiar favourite – FF Meta – for its strong, clear form. To fit this in with the rest of the logo, the type was also given some perspective and the new logo was complete – 28 minutes later.
With the new logo in hand, I proceeded back to my original Photoshop file and what was quite a painful process to begin with, ended up proceeding smoothly with a final concept that I was very happy with.
After presenting the concept to the client, they agreed with my decision for the new logo – and decided that it would be gradually introduced it as their new identity, starting with the website (which they also approved, after a few minor modifications).
Overall, I was very happy with the result of this project – and I made a significant realisation – if something’s not working, change it. You’ll feel much better about it, get your job done more efficiently and if successful, your work will be much better for it.
wonderfull article, and super webseite
Nice work but you shouldn’t have done spec work for a new logo unless first cleared with the client. You’ll learn in time that this kind of work will quickly eat away at your wages per hour.
Some free advice from an experienced designer is to recommend the use of a new logo and provide examples of previous logos.
Thanks for your comments guys!
Todd, I think you may have misunderstood – this wasn’t spec work, but a modernisation of an outdated logo required to help me finish the project more efficiently.
I’m a strong opposer of spec work and believe it has a very negative effect on our industry – I would never encourage such practice.
The work was completed as part of the existing job, and was used to aid in the design process – I was aware of the clients budget and situation, and did not expect any renumeration for the extra work.
Rest assured, I’ve had plenty of experience, and believe that spending a little extra time and overdelivering on a project (regardless of whether they approved the final logo or not) goes a long way for the final project, the client, and your own reputation.
The little extra time involved in updating the logo, made the entire website design process proceed more efficiently – and ended up saving me time in the end.
I’m going to have to agree with Todd, even though I see where you’re coming from Jay. The problem is how a skill becomes devalued if you condone quick changes or redesigns without selling to the client the importance of a well thought-out process. Then, when they decide they want some other sort of logo refresh or website design, they’re going to expect lightning fast turnaround on the cheap… especially when I’m sure they were perfectly happy with the refresh you did for them (for free).
I do see your perspective and I’ve been in the same boat many times. However, I think it’s better for everyone in the long run to sell an actual process, and if they don’t buy into it… old crappy logo it is. Cobbling stuff together, no matter how decent it might turn out, can be damaging to reputations and expectations.
Hope this made some bit of sense… I just rolled out of bed.
Jason, I do understand where you are coming from, and normally I would agree. However in this case, I feel that overdelivering on the project (albeit 30 minutes work) made for a much better design, and really pleased the client too.
I would much rather spend a little extra time to compliment the design, than just limiting myself to what i’m being paid for.
Yes, in some cases, it can be damaging to reputations and expectations – but i’d suggest this is only if you do not take the time to understand the client. I’d argue that the situation can be quite the reverse and rewarding for all parties involved if the intention of the project is clear, and you’re direct with your resolutions.
Great article Jay, your website is absolutely stunning as well.
Thanks Will, much appreciated.
Jay, i agree with you. Sorry to above. I love what i do and im sure you do too. You get more pride out of the finished work if all the elements are 100%. If you left the old logo on the design, im sure the website wouldn’t be on your portfolio.
30 Mins to jazz up the design, time well spent.
Excellent thinking and great job on still finishing the original just in case. The redesign looks great. Your client definitely made the right decision and your logic behind the redesign is well thought out. I’m excited and I’m not even your client.
Great post and thanks for the opportunity to learn from you.
Interesting comments.
My thought is; no need to apologize for adding value. I am glad Google and Mozilla keep beating my expectations and adding value of what a browser could be. I am glad when my local grocer hands me a coupon at the check-out isle. I seriously doubt anyone has ever damaged an industry by adding value to the product or service they offer.
Thanks, I’ll come back again.
Excellent article. Good practice or not, I’d do the same thing in your shoes – I prefer to have peace of mind when working on Photoshop, and 30 minutes of extra time is worth it.
On a totally unrelated note, I think this figure you used is a football one, no? Because I can’t think of any real-life volleyball situation that’d be looking like this.
But since your client approved that, scratch that
like the logo refresh. they haven’t published the new site? http://www.volleyballwa.com.au/
sugarenia -
the figure is indeed a volleyball silhouette. A spiker would look like that.
@Sugarenia – the figure is definitely a volleyball player, the illustration was based on a reference photo of beach volleyball (As @heather pointed out, its a spiker).
@heather – unfortunately, not yet. This work was completed when I was at my previous employment, and as such, the timeframe of the project is out of my control. Hopefully it will go live soon
I can relate to this really easy, thank you. I have subscribed to your RSS.
Awesome thought process. Appreciate the examples for clarity of the alterations.
Good stuff…