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Home > Graphic Design > Branding > Logo Design – TrueSouth
The Invercargill branch of the business had an established logo which they wanted to reference. It used a bold sans serif font, and the letter ‘O’ was a globe, with an arrow pointing down.
When the client came to us, they had a very clear idea of how the new logo should look and even presented a very professional mocked up logo concept.
Following the brief we brainstormed some designs to incorporate the different requirements – and ultimately decided that their initial design concept was the best option.
The client did most of the heavy lifting; it was a strong and simple design, using an arrow above the S to represent a compass & the South direction. As the existing logo had the globe in the logo, we wanted to incorporate it as a secondary design element.
For the primary colours we chose a bold and vibrant primary blue that would stand out and create a very current look and feel for the brand.
The font chosen for the TrueSouth lettering is a gorgeous sans serif called Gatwick. It has very unique stylings with slight flares at the base. In the words of the font designer – it has “tapered stems, sharp terminals, and exuberant details. This distinctive flair gives it an exotic, extravagant character that immediately catches the eye of the reader.”
This was paired with a simple sans serif font to display the tagline.