It is increasingly frustrating as a web designer to see… (pardon my french) CRAPPY logos that seem to be so incredibly successful. As a designer I am constantly trying to find the balance between clients’ preferences on their logo design, while still trying to create a logo that is marketable, applicable, and simply, usable. Often, […]
Today we’re here to review one of the Build studio works.
A little bit of an introduction: Build is a creative studio located outside London, who has worked with the likes of Nokia, Sony Playstation and Nike. Their work is beautiful, straight-to-the-point design, which is the thing we at Logoholic care for and love the most. If you already haven’t, check’em here: http://wearebuild.com/
We’re now going to talk about their “checkthis” logo and project, available here. Just a quick reminder that what follows is just my personal opinion and knowledge.
Checkthis is an online service, a revolutionary new way to create and share pages in seconds.
The wordmark is made up of rounded letters, to convey some playful feelings, while not losing professionalism; and modern ones, by keeping all the letters on a single baseline with a really tight tracking, things that do contrast well with the letters shape. And as we know, contrast is a good thing.
The “k” is then chosen as the brandable element, with the ascender bringing a lighter green tone to the table, becoming the centre of attention.
And if you haven’t seen it yet, you will.
The ascender gets lost pretty soon, unveiling the shape under it, an arrow pointing north-west, with positive, growth related concepts. A suffered sacrifice that makes it perfect to be used as a profile image, favicon and wherever a condensed version of the logo may be needed.
If just an arrow seems not enough of an original element to base a brand on, look at it again – the cleverly studied alignments along the entire identity make it perceivable as a “k” straight forward. And just after a look at the entire wordmark – you won’t forget it.
The k/arrow is simple, yet well designed and thought of – it will leverage the brand feeling to a positive, growing and easy tech attitude. The tech part will be lent a hand by hand by the cool, brand green, easily relatable to the technology field. It’s also flexible enough to become a visually appealing pattern.
Where the logo fails a bit though – it’s not on the clever, well-executed mark or even if the ® alignment which is slightly off: but instead on the wordmark itself.
Going with my eyes back-and-forth across it, I felt like something was missing – and I wasn’t completely wrong. Looking at the logo printed on the business cards, especially on the angled shot, made me aware that the last part of the logo had lost it’s balance. From the particularly designed “t”, to which kerning appears to be too large (on the right side) to the “his” part, which seem cluttered and compressed like a tensioned spring – at least compared to the rest of the word.
And you know, what has been seen cannot be unseen.
This effect could have been avoided easily, by reducing the widths of the “check” letters, enlarging a little the k/arrow to the square size again for the standalone icon. Or by kerning a bit more loosely, what I think would have given the perfect solution.
Nonetheless, a well-designed logo.
Not to mention the awesome work of the studio on the icons, I really fell for the “Notes” one, which preserve the same proportions in the rounded corners and on the diagonal, while looking really cool.
All the images in this post are © of Build studio