The Turbine logo design was a very rewarding project. It took a lot of intense iterations, but I’m really pleased with the final outcome. The client, Matthew Stibbe, wrote about his experience of this logo design project on the Turbine blog.
Matthew’s post shows more of the inspirational resources that he sent me at the beginning of the project, I then set about trying to work on something ‘T’-focused with a Mondrian influence.
Fairly early-on, I’d decided that I wanted to use the lovely Supria Sans as the brand typeface. It has a lovely, slightly soft, uniformity when used in all caps, but has a lot of character in the lowercase which makes for exciting body copy.
We established that this wasn’t the direction we wanted, it was too similar to another logo, and containing a T within the logo was repetitive when it was usually going to be placed alongside the word ‘Turbine’. We then started to focus on a more abstract logo mark.
The shape that I settled on, based on the turbine blades, was made to look like a twisted circle inside the containing circle, to give the shape more movement. The blues were strong colours, but were quite conservative and didn’t jump out off the page.
The more turquoise blue was starting to bring the logo to life, but it didn’t stand out well enough against the primary blue background colour that I wanted to use for the header of the website.
I went back a step to look at the blade shape again, to establish that it was really what we wanted. I then started looking at more colour schemes, based around blue and green, and how they’d work against different background colours.
We finally settled on a green-based logo which would be more noticeable, visible and unusual against a blue background. I used high-contrasting green colours so the blade shapes inside the circle stood out.
The final logo is something I’m still pleased with nearly a year later. These designs don’t show the entirety of my design process (there’s probably five times the images for that!) but they do show a lot of my thinking behind the design.