| Proxi-Mate is a successful company producing human presence sensors -- the units alert carers if a ward falls out of bed or leaves the room without notice. The existing identity was a little worn, and didn't help to convey the notion that Proxi-Mate is a cutting-edge product.
Our first step was to take the Proxi-Mate stakeholders through a questionnaire, designed to help us understand their market and the required perception of their audience. That perception is key: there's no point in designing a beautiful logo, if the expected audience thinks it's for a different product.
Next, we discussed the questionnaire internally, and used the information to put together seven rough concepts. Two of those were ruled out immediately, as the logo needed to be bold enough to go on the side of a plastic sensor box. Another was too fussy. So we decided to present the remaining four to the client (we would usually present three, but in this case two were neck and neck):
My personal favourite was the third, but that turned out to be the client's least favourite! After some back-and-forth, the client chose the second concept, and asked to see it in various colour combinations. We came back with these:
It was soon apparent that the version with the playful "radar lines" was a winner. Not only did it have the required technical look, but the movement provided by the lines gave a literal interpretation of the wireless device itself.
The concept was then completely rebuilt in Adobe Illustrator as a vector file (a file that is infinitely scalable) and "spot" ink colours were selected from the Pantone Colour Library. Finally a black and white, and a reversed version (for dark backgrounds), were created.
With careful thought, good communication, and an eye for detail, creating a brand can be a fascinating and rewarding process. View more of our brands here, or contact us if you would like us to help you redesign your identity. |
