Integrascope is a Melbourne based building management operation which offers a wide range of services incorporating building maintenance along with operational project management.
The logo form needed to be non-specific in nature so that it would not exclude any potential clients (eg whilst abseiling for external maintenance is a service it is only a small aspect of the business' services so using imagery relating to this or another service was not desired).
This design brief meant that it was likely that a wordmark logo was going to be suitable (see link for an article which explains the different types of logos here!) so we started the ball rolling with a number of logo concepts that used the shortened characters of the business name (IS) along with the full word.
The first presentation of the various concepts was successful with a couple of options being selected. We took these away and developed further. The refined and developed logos looked great and were left with the client to review.
A few days later the client elected to go in a new direction with the design by combining a number of graphical elements. These were put together and presented however it was apparent that the development of the logo had taken a turn in the wrong direction as they were starting to resemble other logos in the market and the decision was made to not proceed with them.
After review of some of the initial concepts we had created in the first round, one logo we had created stood out as being memorable and unique and having the simplicity and minimalist style the client desired. After a quick catch up, we developed this logo to create the finished logo that is in use today. It features a large "i" which has been integrated with the full business name. It also conjures up some symbolism showing a high-rise building in its form. See the finished logo suite below showing the primary, text only and icon.
Often with logo design projects, we need to go down different paths and work on concepts that don't eventuate. This is simply part of the design process and often creating examples which never see the light of day is a good way to put an idea to rest and create examples of what a client does not like so we can realise what they do prefer. We wrote an interesting article a few years back which is still relevant today "Why the first design you're shown is often the best" which is linked should you wish to take a look.
What many people don't realise when they come to us for a new logo is that the simplest logos generally take the longest to design. This is because part of the logo design process is to add all of the original ideas that the client expresses in the design brief into the one form. It is then the process of stripping that logo form back to its most simple form that takes experience (and discipline to do well) to create a logo which has the required aesthetic and meaning to the client.
If you would like to learn more about our design process, we have written an article "What goes into a logo and branding design project?" which may give further insight into the process and shows how logo design isn't a one size fits all undertaking.