Design Credo have recently developed a new logo for PDM Design, the Topsham (Exeter) based architects. Phil Domville-Musters asked us to develop his brand identity further as part of the preparation for his new blog website also currently being developed by us.
Often when asked to ‘breathe on’ an existing idea we find that there are frequently good elements in the customers’ ideas. Phil was keen to keep the existing colours, being a fan of things Italian such as his Ducati and his Colnago. The first task is to unite the existing elements of the idea, the parts all need to be ‘friends’ with each other.
Phil’s original idea used Baskerville and Verdana. We felt that Baskerville designed in 1757 would be better complimented by Helvetica, introduced a further two centuries later and, having just watched Helvetica (the film) at the DID event in Exeter I am more than happy that we are in good company. As with architecture there is a case for mixing the old and the new. In this case we have used the extended form of Helvetica to achieve a suitable balance. The word architecture serves to unite the two dominant forms without detracting from the overall shape or ‘bounding box’ of the device.
As with all logo-forms it is essential that they will can be used in a variety of applications. On paper, where white is the dominant colour PDM will use the version with the grey ‘design’ whereas for the website the word ‘design’ appears as white.
Keeping it simple with respect for typographical heritage makes all the difference.