TrueSouth

Logo design for Wānaka & Invercargill based consultancy TrueSouth – servicing the Lower South Island with an extensive array of surveying, planning and engineering services throughout Southland, Central Otago, and beyond.

They are a family-founded, multi-generational firm, with over 25 years of expertise in the industry. Their highly qualified and dedicated team leverages modern technology and a solutions-focused approach, to provide a personalised, optimal outcome for your project. 

INDUSTRY: Surveying

Project Details

Client
Services
Industry
Surveying
Technologies
Illustrator

TrueSouth approached us after purchasing a business to modernise and update the logo.

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. 

Original Truesouth Logo

 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. 

Colour Palette

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.  

Primary Colour Palette True South
Secondary Colour Palette Logo Design Rotorua

Typography

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.

Responsive Logo Variations True South Logo Design By Envy Design Wanaka

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