Mandate: Creation of a brand corporate
To be as precise as possible, we ask them to prepare examples of what they had in mind.
Sketches and images of wheels they liked were submitted by the client.
We explained, that the actual cog wheels would be a visual illustration we could develop later on in 3D with or without animation but that the cogs did not make a company logo.
Our job was to create a corporate brand logo that could express the essence of these illustrations.
Phase 2 : Main research
We began with the exploration of many different graphic cog wheels first and then different styles of cog wheels working together. Creating a foundation, from there we created 11 variations of concepts expressing the mouvement between the 2 "ww"s.
From that series came the choise, "we want to get away from the roundness, prefer square style, the "ww" need to touch each other, to see a spark with the red on top, black or dark gray bellow.