LEDO is a product line of LED-lighting units predominantly for industry and office buildings by Ukrainian company Renome. The company has a varied range or products like heating systems, GPS navigators, fire alarms, circuit boards, and now they produce several models of industry LED-lighting units.
So our cooperation and designer-client dialogue started when the client first contacted me via email. Right in the first message client formed clear and precise demand (technical task), which more or less sounded like ‘We are company that creates different electrical appliances such as heating sets, electrical boilers, gas detectors, GPS-trackers, circuit boards, fire alarms, and planning to launch another one product – LED lighting units basically for industry buildings and office purposes. We want clean and modern logo design for this new product’. Also they already had a beta name for the product which was R-LED (R for the company name Renome, and LED is obvious), but the name was to be changed.
Before answering I did a small research. I looked through the client’s website, studied their products, tried to familiarise myself with the company story, grasp the feel, which is very important when you are going to create a logo. I should confess here that the thing that company created their own products was very appealing to me. Also the client didn’t have a set image of the logo, which meant they didn’t need just a technician, which was a very good signal. Thus mentally and subconsciously I was ready to accept the project. I studied forward about LED lights, read couple of articles including Wikipedia, just to immerse myself into the topic. Later I would research the market a bit to find out what brands of LED lighting were there already, what were their names, what were they like, how did they look, and so on and so forth.
Answering client’s email and confirming that I am interested in creating high quality logo for them and would work on the project I also let the client know some peculiarities of my working process. Namely, that I do not usually create multiple versions. I explained that I in fact did multiple concepts but in research sketching phase, and those multiple variations were just for me to pick up the best one and work on it and finally present it to a client. Also I accented that answering emails as quickly as possible and giving constructive feedback was very important to the process and would help to finalise project in due terms.
What concerns logo and product I asked if there were any direct rivals, if there were any approved corporate colours, what was the target audience, what feel did they want their logo/product to project, what logo format did they prefer. So there were no direct competitors, just those present in the market; they didn’t have any colour preferences and were quite open to colours choice; target audience were wholesalers; they wanted minimal clean modern design with text only.
Finally I had pretty much all the necessary information to start designing process except for the name. So I helped with the naming process as well, although it’s not a direct responsibility of the designer. But I liked the process, and it was even an advantage as I could imagine letterforms combination beforehand. So in the end client approved the name LEDO. I started as usually with sketching research. Here you can see my initial rough sketches.
Then I chose those sketches that seemed promising and digitised them, that is built them with vectors. As a result I had these first drafts. After some consideration I picked up two versions (a and b) and presented them to the client as working ones and most promising. I also showed other versions just to introduce my working process. So between two working versions client was more inclined to favour design b as far as a was a bit complicated.
I agreed with argumentation and moved to the concept b and continued to work on it. First version was just a working draft and eventually it went through a number of changes and modifications, not to mention final minor tweaks and refinements.
I stopped on the d concept and continued refining and polishing it.
After main shapes were ready it was time to decide on a colour scheme. I picked up light green and dark grey colours. Light green colour is giving a hint that the LED lights are more eco-friendly as they are more energy efficient, besides green colour is fresh and positive, and what is more it is different from typical reds and blues of the competitors' on the market, so light green was the perfect match. Neutral and solid graphite grey conveniently compounded and balanced the vividness and brightness of the green. According to existing colour palette I designed rules of colour combination for the logo and its background which then were guidelines PDF file.
Finally, after last refinements and adjustments and discussions with the client were over, the logo was approved. The last task was to compile the guidelines and prepare source files.