EXPERIMENTAL LOGO DESIGN : VERTEX HOLDINGS

A few months ago I noticed a 'design a logo' competition posted by a web hosting and design company
on a job board I visited. I don't really like competitions myself as they are often an open invitation for
designers to compete and work for free (only the winner ever gets paid for their work and there is no
guarantee that a winner will even be chosen from the entries). If the competition offers prestige and
recognition, or an amazing prize then ofcourse I can see the value of taking part, but most of them
don't, and indeed I have watched the process in the past be used for free idea fishing by more
unscrupulous designers who walk away with everyone's ideas without offering anyone the prize (to
make it clear, I'm not suggesting that this was the case in this instance though). I make it a general rule
not to get involved.

The subject of this competition sparked a few ideas however, and although I chose not to enter (this
work was never submitted and remains the copyright of the ethical design collective), I did spend a
little time producing a logo design and developing some of my initial ideas as a personal experiment.

The logo design was for a transportation company called 'vertex holdings'. They provide haulage
services by road. It was the 'vertex' in the name coupled with the nature of their business that interested
me, as it offered some scope for exploration.

PREREQUISITES

Usually the first stage in any design process is to achieve a clear and well defined understanding of the
requirements of the design. As this was a competition with a very general brief, I decided upon the
following requirements myself based upon what I would usually consider important in a logo design.
Simple yet powerful, classic and memorable. A friend mentioned to me recently that a good logo
design should be able to be drawn in sand with a piece of stick. These were very wise words - if you
look at all of the most recognised logo designs for the leading companies you will notice that this rule
generally holds true.

Must be conceptually sound. There is an increasing tendency nowadays, particularly with on-line logo
designers to simply knock out the company name in a funky typestyle and add a little swoosh or
crescent. While this might work and be relevant in some cases, it often shows that little thought or
consideration has went into the logo design (though to be fair, this is often represented in the price -
that old adage 'you get what you pay for' generally holds true). If you take a look at some of the most
recognised logos you will usually find that they are pretty simple technically (think of the Adidas logo
design for example), but ofcourse tremendous thought and time has usually gone into them and the
concepts behind them. A good logo design will say something visually, beyond what is explicitly stated
in its text, communicating to the viewer on both a conscious and subconscious level.

Multiple use - must look good in single and two colour process printing for high volume, low price
identity elements such as compliment slips, letterheads, invoices, receipts etc. Must also work in single
tone for fax transmissions.

Offer the possibility of further development and enhancement (3D, animation, high colour,
advertising). It must offer the scope for uses that mightn't have been planned for initially. A classic,
straightforward logo design usually ensures the widest range of possibilities in this respect. Consider
the BBC2 logo design. Technically it is simply the number 2 and that's it. Ofcourse this simple logo
design provided a wide range of possibilities for animation and characterisation over the course of its
lifetime. What was once derided for its simplicity has now become a much loved icon that has and
continues to serve the BBC well.

DICTIONARY DEFINITIONS
My first step is usually to look at dictionary definitions to see if I've missed anything in my
understanding of the theme or company name. I found pretty much what I expected to find in this case.
The definitions that might be relevant to this situation were:

ver·tex (vûrtks)
The highest point; the apex or summit: the vertex of a mountain.

Astronomy. The highest point reached in the apparent motion of a celestial body.

Mathematics.
a. The point at which the sides of an angle intersect.
b. The point on a triangle or pyramid opposite to and farthest away from its base.
c. A point on a polyhedron common to three or more side

A STARTING POINT

As this logo design is for a road haulage company, we start by looking for concepts that will offer a
connection to that theme.

Pretty much everyone, whether they drive or not, is familiar with a road sign. The road sign is a useful
place to start, because we are already conditioned to follow signs in many forms throughout every day
of our lives.

A road sign seems like a very useful metaphor for our logo design, but ofcourse it might be a bit of a
cliché to make that too apparent. The aim will be to make a subconscious connection in the viewers
mind without it appearing too obvious.

Signs come in many shapes and sizes, so what shape to choose?

In the UK highway code, triangular signs are generally a warning of danger and that could have a
negative psychological impact upon the viewer. Square signs are generally information signs and don't
command the same attention or have as big an impact.

Circular signs however are signs giving orders and command instant attention while not necessarily
being connected with danger. The circular form is also very beautiful and has all sorts of other
symbolism connected to it. After some careful consideration a circular form was chosen for the logo
design.

THE CIRCLE

At first glance the circle seems the most simple of shapes, but its beautiful simplicity enigmatically
hides its many fascinating properties and its individuality.

The circle is one of the most popular and multicultural symbols in the world. It is an expression of
unity, completeness, integrity, eternity and perfection.

The earth, moon and sun are circles and have been the subject of worship since the dawn of man. A
circle has power and energy in the mind of man.

It represents the completion of a cycle of existence - continuous movement returning to source -

finding your way home. The seasons circle into each other, we are all connected to the circle of life. It
represents eternity, for a circle has no visible beginning or end.

Throughout history the center of the circle has been revered as symbol of the universal source. The
circle is THE feminine archetype, the vessel, the egg, from which all is created.

The great psychologist C.G. Jung acknowledged the power of the circle as an archetype of wholeness
and integration. Circular forms featured in his mandala work in which he discovered healing properties.
A circle will be a good shape to use for our logo design, but what colour? In the UK highway code, red
circle's and other red signs are associated with warnings and danger and that most definitely isn't the
message we want to be giving our audience.

GREEN

Green on the otherhand is generally associated in UK motoring with 'GO' which could be a useful
message to communicate.

Our first symbol is drawn that will form the basis of the logo design
(see figure 1)

However, green also has many negative connotations.

Historically the superstitious would avoid wearing green, a superstition which continues to this day in
some circles (particularly amongst actors - Peter Sellers for example had an almost pathological fear of
green clothing and he wasn't alone).

figure 1

This superstition has its roots in the middle ages where green was considered the colour of calamity
and evil. During those times green was the cheapest and most readily available pigment for dying cloth
and hence associated with poverty and the lower classes. Over time,it was gradually dissociated from
evil, becoming a symbol of fate and randomness, instability and uncertainty (just take a moment to
think of the colour of gambling tables, pool tables, horse racing tracks or the signage above your local
betting office).

Green also has an association with inexperience - being "green behind the ears", and with jealousy -
being "green with envy".

Not everything about green is negative ofcourse. It has been shown to have a calming and relaxing
effect. It evokes thoughts of nature, health and a number of similar positive associations, but are these
what we are looking for in this logo design? Do we want to calm and relax the viewer, or interest,
awaken and grab the viewers attention?

Green probably isn't the colour we are looking for, and as red will tend to be associated with danger or
a warning, particularly in the context of a road sign like design, what other colours might be useful?

ORANGE & BLUE

Orange shares the joyful and stimulating properties of yellow with the passion and buoyancy of red,
but without the negative connotations of cowardliness (yellow) or danger and conflict (red).

Orange is an important colour in matters of safety, when good visibility is important, and it is well
known for its high visual impact. Orange is often used in manufacturing safety-related items such as
life jackets, buoys and life rafts. The inflatable swimming floats that most of us used as children when
learning to swim at our local pool were probably orange.

Blue evokes memories of wide open spaces, serenity and magnificence (the expanse of sky on a
summers day, or looking out to sea). The blue in the U.N. flag symbolises peace. But blue is also a
dynamic colour and is reputed to promote creativity and inspiration.

figure 2
During the Middle Ages, lapis-lazuli, the blue pigment used by artists was so precious that it cost more
than gold. Blue is historically associated with wealth, power and exclusivity, and has royal associations
"being blue-blooded" and the colour "royal blue".

Hygiene and freshness are also strongly associated with blue (toothpastes, mint sweets and breath
fresheners for example are often produced or packaged in blue).

Orange and blue suggest many messages that we would find useful to communicate through the logo
design, so with this in mind, we develop the logo design a little further as seen in figure 2.

The logo design is now looking more like a road sign. It draws a connection between the vertex name
and the dictionary definitions. It features colours that communicate the messages we want, and the blue
triangle represents the V in 'vertex'.

However, it does look very obviously like a road sign - too much infact and we are trying to avoid
clichés. Although the blue triangle represents a V, there is no representation of an 'H' for the 'holdings'
part of the company name. It leaves a number of other avenues unexplored and doesn't really cut it as a
final design, though it does lead us to a number of questions.

How do we represent an 'H' for the holdings part of the name? How do we keep the road sign
association without it being to obvious? How can we get more mileage (no pun intended) out of the
blue triangle 'V' as it relates to the 'vertex' name?

Looking at figure 2, there is a very obvious and definite 'C' shape in the circular surround. Perhaps this
can be adapted to represent an 'H'?

Although the blue circle represents a 'V', and its triangular form is related to the 'vertex' name, it is
perhaps a bit too obvious and leaves many avenues unexplored. The logo design looks too much like a
road sign, so what other ideas have we got to play with?

Well, a road disappearing off over the horizon looks like a V doesn't it? The point at which it disappears
over the horizon is also the vertex. As this is a road haulage company, representing a road in this logo
design would also be useful. Not only that, but the horizon is an archetypal symbol that speaks to our
subconscious in a number of ways, as does the road itself.

THE ROAD

Roads are modern equivalents of the archetypal rivers or paths facilitating the fulfillment of our
inherently human urge for exploration, to travel to new places.

Roads connect us, providing a bridge between two places not only for travel, but transportation of
things, and the facilitation of communication.

The road also has positive connotations of one's course through life as in the expression "following the
straight and narrow" on "the path to righteousness", or "the path to enlightnment". It gives us a sense of
direction, a course or path: "the road to riches". It symbolises our movement from the past into the
future "down the road", "the road ahead".

THE HORIZON

The horizon symbolises future hope and promise, signifying the possibilities ahead or "New Horizons".

Some relevant dictionary definitions describe 'horizon' as: The limit of the theoretically possible
universe. The range of one's knowledge, experience, or interest.

MORE PROTOTYPES
We are lead from our consideration of these archetypes to the production of more prototype designs, as
shown in figures 3,4 and 5.

Figures 3 and 4 represent the H in the circular form, the V in the form of a road disappearing over the
horizon. Figure 4 utilises an arrow to give a heightened sense of direction whilst also emphasising the
'V' but in doing so, the circular form is lost somewhat and the logo design looses some of its aesthetic
appeal.

Figure 5 is produced, bringing back the circular form, and making the V more apparent by inverting the
road and horizon. This is aesthetically more pleasing than the proceeding figures, but the horizon is lost
somewhat and it is perhaps starting to look a little to much like a road sign again. The V and H capitals
of the 'Vertex Holdings' name are very apparent, but are perhaps too visible and a little clichéd. While
we want to communicate these capitals in our design on a subconscious level, we don't want them to
appear too obvious.The circular form is also broken up a bit too much, and from a distance the overall
form and colouring is reminiscent of a sailors uniform which most definitely doesn't suit our theme.

This leads us to explore ways in which we may overcome these problems.

Figure 3

figure 4

figure 5

FIGURE 6

In figure 6, we have reestablished the circular form whilst also symbolising the H. This is done by
including a triangular cut-out at the vertex where the road disappears over the horizon.

The road and horizon is made more apparent by lengthening it to the point of the vertex. The logo
design is reminiscent of a road sign, but without being too obvious.

The bar across the 'H' can be used to represent the company name in text, whilst keeping the design
balanced.

The 'V' shape of the road is still very apparent and has intentionally been made almost pyramidal in
structure, but it perhaps detracts a little from the depiction of the horizon, and the pyramidal structure
isn't immediately apparrent as the vertex is usually recognised as the uppermost point.

The pyramidal structure of the road disappearing over the horizon is of particular use to us here and
that has been a deliberate consideration of the lengthening of the logo designs road/horizon. This
becomes more apparent when we invert the road and horizon in figure 7.

At this point, it is looking like the logo design is coming close to a point where I will be satisfied with
it, so only at this point is the logo text brought into consideration. Notice the vertex text has been
changed. This typestyle offers a modern feel, but doesn't really suit the classic icon that we are looking
to build and it detracts from the overall road-sign like appearance that we want to communicate
subconsciously to the viewer.
Figure 6

figure 7

THE PYRAMID

The pyramid is an archetypal geometrical symbol, historically representative of the eternal. and the
oldest of man's great monumental constructions, a testament to human achievement and a great feat of
engineering.

The pyramid has long been recognized as a symbol of stability, strength , longevity and durability.

Its uppermost point is symbolic of achievement- "the pinnacle of success".

figure 8

The pyramid is a masculine symbol, and coupled with the feminine circular form represents the joining
of male and female forms in a sexual and holy union, further re-enforcing the creationism and eternity
inherent in the aforementioned circular archetype.

THE TRINITY

You will notice in figure 8 (our finalised logo design) that a trinity has been emphasised in our design.
The trinity and number '3' is a very powerful archetypal symbol to all cultures, philosophically,
scientifically, mathematically, and religiously.

Indeed a book could be written about its meaning and symbolism (and more than likely has been) so
we won't go into its relevance in depth here. If you are interested do a google search for 'trinity and
symbolism' and you will find enough to keep you reading for several weeks, if not months or years.

You will see that we have emphasised the trinity by breaking the pyramidal road/horizon structure
horizontally in 3, with 2 blue road sides and the white road in the middle.

It is represented vertically with the three sections of the pyramid, the bottom half below the H bar, the
middle part above it, and the third part at the pinnacle which also serves to break the circular form
which brings about the 'H' and represents the vertex.

This trinity is also hinted at by the center markings in the road (notice how there are now 3 marks).

At this stage we have also replaced the typeface used in the design to something that is more
reminiscent of road signage (but without being to obvious), which endows the logo design with a
professional and classic feel.

TO SUM UP

The end result is hopefully a classical logo design, that can be used in the long term to establish
recognition amongst the companies customers.
The design itself is related to the company name and the service the company offers. It features the V
and H capital letters of the company which at the same time symbolise the company name and its
function on a deeper level.

It is a powerful logo design encompassing many conceptual ideas and utilising many powerful and
connected archetypal symbols that communicate the following messages on both conscious and
subconscious levels to the viewer (as highlighted in the text above):

popular, multicultural , unity, completeness,revered, universal, integrity, eternity, perfection, power,

energy, life,magnificence, joyful, stimulating, passion, buoyancy, safety,good visibility, high visual
impact,dynamic , creativity , inspiration, wealth, power, exclusivity, royal , hygiene, freshness, strength
, durability, future hope, promise, possibilities, exploration, travel, transportation, communication,
sense of direction, movement, future, enlightenment, strength, stability, longevity, continuous
movement, home, life, beautiful simplicity, fascinating properties, individuality, wholeness, integration,
healing properties, fulfillment, righteousness, knowledge, experience, interest, masculine, feminine,
joining of male and female forms, sexual, holy union, human achievement, greatness, monumental,
history, pinnacle of success, great feat of engineering

Now isn't that a more interesting, relevant and powerful message to be giving your customers than a
cheap but thoughtless text logo design in a funky typestyle with a trendy little swoosh, crescent or other
overused clichés that someone has knocked up in 10 minutes for a bargain basement price, or as part of
a competition?