Geoff and Tom form Tag Development Services offer a variety of services within the Property Development space ranging from Architectural Design, Legal and Operational. They work with property developers to optimise large projects and help them to maximise efficiencies.
We met with the client and the brief was to design a type-based logo which spoke to their target audience in the property development industry. It needed to position the team as a premium service and if possible to show some artistic merit akin to contemporary architecture.
Initial concepts presented to the client were all custom type based. We created some options using predominantly geometric shapes to create the letterforms. Some incorporated abstract representations of different industry tools including a crane and measuring tools and other options used modular forms to symbolise contemporary architecture. The version selected by the client was further explored in several ways from alternative letter forms, small radius corners on all or some parts of the type through to repeating internal pattern and underline options.
Upon presentation of the various options, the client selected their preferences and we took these away, developed and then created some complementary branding elements using the logo.
Upon reaching an approval for the logo and branding elements, we completed the final art on the design (the process of ensuring that every part of the logo is perfectly aligned to relative elements through recreation of the form and by zooming in to 64 000%) and we had approval on the final form. The final logo has repeating elements in the "A" and "G" and uses a small number of shapes to create the form. The form of the logo has a brutalist-like form and draws inspiration from contemporary architectural design.
Logos such as this example have a very simplistic form which takes many hours to perfect, evolve and improve. Designing a form such as this which consists of only a few shapes means that if one part of the logo is changed, then each part of the logo also using that shape in its make-up is also changed to create a simplistic and stripped-down style which still has interest. Generally, the more simplistic a logo is, the longer it takes to design as all elements are on display and need to be perfect.
The tetris-like pattern is created using the logo form which uses only the shape to piece together to look as though it is repeating even though it is completely random in how it is pieced together. This brand element can be used without the logo as shown on the examples.
