Background

“Breeze” noun /brēz/
: a wind force of 4-24 knots on Beaufort scale, that of which creates small wavelets causing pleasant cool feeling.

The Connection

The mission is to free clients’ time from involving projects and make it a breeze, pun intended :), for them to run their business. With the basic principles of designing a logo in mind, the wavelets become the foundation of the form and negative space of the logotype.

The Process

Since the variation in the wave length and height under scientific definition for a “breeze” is high, the designers relied on a golden rectangle to create the wave desired for the logo. Here is how they were able to in just two steps…

First, a circle is used as a starting point to create the golden rectangle. The subsequent golden rectangle is then used to establish the intersection point for the consecutive circles.

Then two rows of the overlapped circles are aligned in a brick pattern to form the wave.

That wave then becomes the foundation and underlying grid system to develop the shapes and negative spaces in the logo as well as overall primary and secondary design elements throughout deBreeze’s branding.

Let us know what you think.

Although just one element of brand identity, a logo is arguably the most important. That is because, unlike other brand collaterals such as business cards and web pages that can be frequently updated to reflect changes in the company without causing much confusion to the end user, the most successful logos are durable, universal, and timeless.

According to “Logo Design that Works – Secrets of successful logo design”, a famous book among Graphic Designers by Lisa Miller, nowadays, very effective logos do much more than stand for a company, product, or service: they trigger emotion, create desire, and even forge communities.

A logo should have a conceptual base that is simplified to the bare bones to communicate the gist of what it represents—the company. Below, I have outlined three basic principles that I found to be fundamentally helpful in designing logos that become a strong foundation for a successful brand development process. I have been referring to them in the process of deBreeze brand redesign.

1. A logo should be practical:

2. A logo should communicate:

3. A logo should be “Beautiful”

That said, I am not sure if anyone would be able to pinpoint what makes a logo popular. Of course, it takes the designer’s talent combined with her thorough understanding of the company, the business, the market, etc. However, the company’s dedicated and consistent branding efforts in along with genuine offerings will have a strong effect on how the logo and brand is perceived by the market.