Portfolio: Corporate Identity

Companies want quality logos, whether they’re small businesses, large manufacturers, engaging in a new production promotion, providing business or financial or other professional services.

Our experience helps them get that look that conveys “quality”—and at a reasonable price.

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The Women in Philosophy Task Force is an international group of academics who seek to address gender inequity in philosophy, a discipline heavily skewed towards men. The group is described as working “to co-ordinate initiatives & intensify efforts to advance women”.

To Argument from Design, the group’s purpose suggested two visual themes: the Greek symbol Φ, often used as a shorthand for philosophy; and an eye, as the group monitors the advance of gender equity in the field. Accordingly, the logo fashions both together to form a pleasing image and an effective message.

Atlas Retail Consultants is a fashion-oriented company that helps increase the profits of the world’s largest retail brands. In the rebranding, they wanted us to establish a fresh, stylish look that wouldn’t go out of style quickly.

Argument from Design changed their corporate colours from blue & orange to white & a more muted orange, instantly making the result airier. Second, we stood the client’s logo—a globe—directly upon the stem of the ‘t’, to reconnect the idea that Atlas supports the world. Our use of the classic Helvetica UltraSlim font as a basis for the text instantly placed the client in the world of fashion: the font’s elegance is favoured in fashion magazines & advertisements.

Of course, logos aren’t just abstract images: they’re used in real-world contexts. Atlas’ business card reflects the client’s goals nicely.

Distinctive Doors continuously rolls out new products & asked Argument from Design to create a “house style” for them.

House styles make for interesting, if tricky, design. In our experience, establishing the look can take a bit of time, but once it’s established, we quickly attain the branding for individual products. The corporate logo establishes the use of Helvetica with clear, evocative, geometric forms that inform the viewer of the company’s products.

Very quickly on, we were able to create very successful logos for other products, specifically for SupaFold, stairs, frames, accessories, entrances, pre-hung door types & Samson composite doors.

Sheffield Tree Care is a new company of tree surgeons & arborists who wanted to present a professional image. Argument from Design investigated several options for the design—including Old Master drawings & evocative photos of trees. For the final design, we took a photo of the owner’s favourite type of tree—an oak—and reversed the colouring.

The design is extremely flexible & can be seen in a variety of environments—from business cards & letterheads to t-shirts & vans.

Distinctive Windows’ logo had to convey the quality of the company’s offerings whilst suggesting in a straightforward way the business that they do. Argument from Design created a one-colour design, split into two (one the full green colour, another a lighter tint of the same colour) to suggest an open window.

The typeface—a variant of Caslon—has a long history within Britain & its special ligatures suggests ancient craftsmanship & an attention to detail—all appropriate connotations for the company.

Perhaps the most unusual job Argument from Design have ever had was the creation of logos for “Hufu”—a tofu-based product that is supposedly textured & flavoured to resemble human flesh. Obviously an idea designed to get a rise out of people, Hufu needed imagery which would convey the history of cannibalism & Hufu’s tongue-in-cheek sense of humour. Argument from Design were proud to step up & create some memorable imagery that would be suitable for t-shirts, barbecue aprons, cookbook covers & more.

Argument from Design created three logos which were a combination of both serious & funny, playing upon old B-movies from the 1950’s & “Far Side” cartoons. We created what we call “Easter Island” (red roundel), the “Hungry Native” (blue roundel) & the sensitively-named “Fat Guy” (rectangle). All feature prominently on Hufu’s website & marketing material.

Media response has been explosive. Most importantly, Hufu & our designs have featured on Comedy Central’s comedic news hit “The Daily Show” (look for the clip called “Flesh In the Pan” by reporter Samantha Bee).

Matrix Network offers SMEs seminars on marketing, sales, legal issues, effective use of IT & more. Matrix needed a logo to reflect their centrality as a “teaching hub” & networking centre for these SMEs. In addition, they needed two designs: one for their website & one for their business cards.

Argument from Design created a logo of individual “nodes” that reach out to one another in order to form a tight mesh of interconnectedness, representing the connections SMEs make through the Matrix Network. Jewel-like colours help the logo sparkle.

The print variation of Matrix’s logo reproduces the logo in tints of one colour to reduce printing costs.

The official background of the directors & agents indicated to Argument from Design that debt collection agency Debt Ltd’s logo had to convey a legalistic look. And to save stationary printing costs, the design is one colour: a rich wine-red.

In order to convey a legal background, Argument from Design created a logo based upon the ancient Sheriff’s coat-of-arms. Moreover, we placed it within a monogram—intended to look like a seal.