In this article I will guide you through my design process of creating the logo for Fitucci, offering insights into not only the thought process behind creating the logo but also the creation of the logo itself.
FITUCCI Co. is a comprehensive source for superior custom doors & windows. Fitucci specialise in luxury residential & commercial projects, supplying state of the art doors & windows.
See the image below for some of their work.
The Brief
Erik Fitucci first approached me after seeing my logo design portfolio. After this initial contact I promptly sent him a logo design questionnaire to fill out. Upon looking over the completed questionnaire this was the design brief in short:
Erik wanted a redesign of his old logo (below) and he wanted the new logo to be simple yet sophisticated and he also wanted it to reflect professionalism, quality, uniqueness, luxury, innovation and elegance.
The logo was to be used on the Fitucci website and also on his business stationery and promotional material. The target market of his business is architects and designers who work on high end commercial & residential projects.
Research
Upon receiving the initial 50% deposit for the logo and signed agreement, I then started researching the project. This included looking up his competitors, researching his industry and searching for other logos in the industry, among other things.
Brainstorming, Conceptualising & Reflection
The next stage of the project was developing the logo. Developing the logo design concept is where creativity comes into play. Based on the design brief and research conducted, this is where I let my ideas run wild. I brainstormed and sketched down my ideas and then experimented with them on the computer. I also had breaks between these sessions so I could reflect on the designs and have a fresh perspective on the job at hand which is crucial part of the process when when designing a logo.
When conceptualising, some designers get too concerned with the graphic style and image of a piece while others such as myself try to convey a deeper meaning or some sort of visual puzzle into the logo. A good example would be the arrow hidden in the FedEx logo… did you know about that one?
These concept based logos have a bigger impact on the viewer and when a designer creates one, they know it straight away… It is unique, adds a dimension to the experience and to the identity as a whole.
To see what I mean, compare these concept based logos to these non concept swoosh based logos. Notice the difference?
So, I wonder if you have seen the optical illusion in the new Fitucci logo? Have a look at the logo again now before reading on.
The concept behind the logo is based on the fact that the side rectangles (trapeziums) can either be seen as windows or doors (it is open to a matter of interpretation). Pretend that you are inside (or outside) a room and you are looking outwards (or inwards)… notice the illusion?
Completed Logo
After many experiments, testing and tweaking I finally had a completed logo of which I showed to Erik.
I only showed this one concept to Eric as I was so confident in the design (one should only present the best concepts to clients).
Within 10 minutes I had a reply from Erik’s Blackberry…
“I LOVE IT!!!”
You will also notice that the Fitucci logo works both on a black background and also on a white background of which you can see the white variant below.
Due to the large spacing in between the letters, the logo can also be scaled down to an extremely small size and still be legible. There is also another version of the logo (below) for use in larger/smaller publications & for places that don’t require the rest of the text underneath the logo.
In summary, the FITUCCI logo is a unique, memorable, timeless, creative, luxurious, sophisticated logo with a touch of modernism that portray’s Eric’s business in the best possible light.
Design Decisions
When designing a logo, there are usually 4 principles to keep in mind… the concept, the typography, the colours and the execution. As I have already explained the concept, I will outline the design decisions for the other 3 parts of the logo.
Typeface Choice
The typeface is a geometric typeface called Avenir, designed by Adrian Frutiger and this typeface was chosen for it‘s legibility & geometric nature that portrays modernism and functionality… that of which reflects Eric’s industry.
The spacing between the letters gives the brand a sophisticated & luxurious feel of which was stated in the design brief. The typeface is also legible at small and large sizes making it the perfect choice for the Fitucci logo design.
Colour Choice
The colours black and white were chosen because of their luxurious, no frills nature. Compliment colours of grey are are used for Eric’s other marketing material.
The logo can also be applied across all media in an affordable fashion due to the fact that it is only one colour.
The Execution
Even if you have a strong concept, if you can not execute the design well, then the logo can and will be a failure. One must be able to vectorise the logo to the highest of standards balancing the typography and colour to make up a coherent and polished design.
To get the correct balance of spacing, legibility and size for the Fitucci logo was an extremely time consuming process however the end result really did pay off.
Spacing
Below you will find a screen shot of me creating the logo in Adobe Illustrator, the industry standard software for creating vector based designs. Notice all the grey guide lines? These were put in place to ensure that everything was symmetrical and balanced. I have added the yellow bars to show you that there is the same spacing between the top & bottom sections.
You will also notice that the spacing in the middle section (where the text is) is the same size of the two yellow bars put together.
You will also notice the kerning (space between letters) between each of the letters is exactly the same spacing as the height of the letters themselves. This also aids in balance & legibility.
Angles
Below you will see another screen shot however this time take notice of the angles of the trapeziums. Notice how they direct the viewers eye directly into the text Fitucci? Most people generally will not pick up on these small details but trust me, these small details really make a great logo.
Logo Design Testimonial
Although this is not Eric’s formal testimonial I believe this email from Eric really sums up the project in a better light…
I showed the logo to my wife who is a regular visitor to your blog and she loves it too.This logo reflects everything I hoped it would when I first contacted you. You have certainly delivered.Thank you so much. Worth every penny.
What say you? What did you see in the logo? Doors, windows, something else? I value your input and look forward to your comments.
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