How Jonathan Hawkins started their logo design journey
JonJu Tech Ltd
I am an engineer. I have almost no natural artistic talent but I do have an idea of what I want. My company is one that solves technical problems (design and manufacturing) for customers. I do this because I have passion for things technical but I have a greater passion for technical things displayed in nature - which are inevitably more elegant. My customers nearly always have the same focus- they want elegant solutions quickly. By elegant that means simple but effective. I need that message to come across in the logo and my idea is that some simple but very elegant picture from nature be used (for example, a drop of water falling into a stream).
The culture of the company would be that of a competent professional and that should be reflected in the logo (but not too stuffy).
Tell us a bit about who you are and the people you reach
My audience is, more often than not, other technical organisations that don't happen to have my skills. They usually have a problem; they have designed a product and it doesn't work, they have an old product that works well but they need to introduce latest technology, they have a totally new product that needs to be designed etc. I am in competition with other companies and this is an existing market - design consultancy. I would say the typical customer is focussed on competence, intelligence and experience.
Overall objective: Simple logo of few colours which illustrates an elegant and intriguing occurrence found in nature. Examples (flow past objects in a stream (say), vortex, drop of fluid into a fluid, laminar flow round an object, interaction of flow (interference) seen when flow passes over several objects close to each other).
Making the logo a bit surreal with colour is not a problem. Colours should be simple and fairly light so that they are easy on the eye in a document. Texture and shading effects are fine - use creatively. The colour scheme will be used for other things - business cards, stationery, and as a basis for the website (I only want a logo designed here).
The name of the company (or part of it) needs to be part of the logo (JonJu). It might be best to write underneath or in the middle to stop it spoiling the rest of the work.
Existing work that may help. The CQI have a very simple but neat logo that I like. It is just a green and yellow paint blob but the texturing is so good you can almost touch it. (http://www.thecqi.org) http://www.liquidsculpture.com shows some examples of natrual things but I don't like them. Far too complicated and over use of colour.