Logo design process for Ecometrica
Ecometrica is an independent business bringing together experienced analysts and world-class scientists. It’s based in Edinburgh, Scotland, and Montreal, Canada, and it was my role to design a distinctive logo for the new company (started in October 2008). Here’s a brief insight into my logo design process.
To give you some background information, Ecometrica provides the following science-based information products and services:
- Assessment of corporate and product greenhouse gas emissions
- Assessment and monitoring of land use change, deforestation, carbon stock changes, ecosystem
- Viability, bioenergy resources and other ecosystem functions
- Monitoring the delivery of ecosystem services
- Policy advice based on ecometric analysis and interpretation
- Combined economic and ecometric studies
- Training and technology transfer
Most of my logo design clients are based overseas, so I don’t often have the pleasure of meeting them face-to-face. It was different on this occasion, however, with both parties based in Edinburgh, so an initial meeting was arranged with Managing Director, Dr Richard Tipper, Operations Director, Gary Davis, and a silent partner from the Ecometrica team. We discussed both our businesses, what was required from the new logo design, and the provision of corporate stationery.
Mindmapping and logo sketches
Logo design options
Typeface used: Knockout, from H&FJ
Typeface used: Calibri, a specific client request
Logo rationale
The outlined circle signifies the surrounding environment, with a hinged section forming both the letter ‘e’ and indicating a closer look inside — indepth ecosystem reporting — and a ‘breaking’ of the ozone layer (I did question, however, if this was too negative a connotation for representing the business).
The three intersecting ellipses convey a number of ideas. Dr Richard Tipper, Ecometrica’s MD, explains using more appropriate terms than I can:
- Mapping of ideas and physical space: a lot of our work involves the analysis of “contested space” for example there may be differing views about the best use for an area of land — nature conservation; food production or biofuels. We are often exploring ideas through different lenses or viewpoints [carbon, biodiversity, incomes].
- Remote sensing of ecosystem changes: we use various satellite based sensors to gather data on changes in land use and vegetation. The ellipses represent orbits.
- Petals of a flower: flowering plants are the largest components of terrestrial ecosystems. The style references representations of maize in mesoamerican art.
- Our three areas of business activity: greenhouse gas assessments, ecosystems and policy research.
Keeping print costs to a minimum
The Ecometrica logo uses just one colour — Pantone 655. The three ellipses appear different due to the transparency settings (50%, 75%, and 100%). Using one colour can save on printing costs.
Business card design
Client testimonial
David’s combination of creativity and professionalism was exactly what we needed. Our team of professionals had strong opinions on the project. David was able to take on board their ideas and steer us towards an outcome that we are proud of.
Dr Richard Tipper, Managing Director, Ecometrica
Your thoughts
Comments are very welcome.
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35 spot-on reader comments to “Logo design process for Ecometrica”
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Thanks for this post David. I love you how you break down the design process like this. I think the hinged “e” is especially nice. It’s such a simple but effective effect, but it is striking.
The chosen logo also looks a lot like a butterfly, but that works well with the ecosystem concept.
Did the client ask for the Callibri font at the beginning? Was it because MS Word uses it?
Love it. Keep the posts like this coming!
That’s a very nice logo, David.
I just discovered this website, and it’s helping me during my Graphics course. Great site!
I really like the logo david the three elipses have a really nice balance to them and make a great symbol. I think the logo works really well in black and white as well. The white knocked out of the black background really caught my attention. Good idea using the different transparency settings with the pantone colour to cut the cost whilst still providing a most professional business card. Thank you for sharing.
Hi David,
Upon initial observations I thought it was a very generic mark with no clear concept however after reading through some of the thought process I can see some of the thinking behind the logo. The use of the 3 shades of blue has been done well however I would like to know the reason behind the client wanting Calibri as the typeface. Will you be designing any of their other marketing collateral? Also interesting to see that you write in all caps, is this something you do regularly?
David, this logo reminds me of Qlicks logo a lot:
http://blog.crowdspring.com/2008/09/29/logo-design-tutorial-designing-the-qlicks-logo/
That’s the dark side of simplicity in modern identity: when the forms of the logo are too simple there is a fat chance to repeat someone else’s solution.
There are so many simple-formed logos around, so in my work I often try to sacrifice simplicity for the sake of uniqueness.
Hey David,
Love the sketches, those are my favorite part of these things. Interesting to see grid paper used, I’ll have to try that, and also, as Jacob mentioned, all caps. That’s what I tend to write in as well, but I’ve been transitioning to use it strictly for headings, leaving body copy as regular. I’m trying to create some type of visual hierarchy in my notes so it’s easier to read when scanning.
I have to admit, I thought the same thing as Jacob when it came to the originality of the mark, but really appreciate it now that I’ve heard the rationale behind it. It seems to apply quite well.
Also, I was wondering why you chose to go with a blue instead of the quintessential environmental green. In my opinion, it slightly lessens the idea of it being an environmental company.
Cheers,
Zach LeBar
which one did you end up choosing?
Very interesting thought process behind the design, nice results too. Thanks for sharing it with us.
hi, David, i really like your designs, they are clean, I like your logo too. it is really cool to find your blog, i will keep reading here.
Brilliant! I really like your logo designs, David. It’s incredible how much time and thought you put into each design before producing the final result, because the results itself look so simple. but behind that casual simplicity hides the genius who knows how to design a timeless logo.
Louis, BIN,
Good of you both to visit and read my blog posts.
bubble,
I feel it important that a logo works well in black only. This stance may be a little more out-dated than it once was, given the rise of the internet and digital printing costs, but it still helps place emphasis on shape / form.
Jacob,
As mentioned in the client testimonial, the Ecometrica team had strong opinions on the project — one of which was the choice of typeface due to its appearance.
On top of the business card, I’ve also supplied a letterhead design, and don’t anticipate further collateral at this time.
Regarding my scribbled notes, I’ve used block capitals since back in school, and, oddly, find it quite fast. When it comes to writing a letter, I use a more personal cursive script (much more time consuming, but much nicer to look at).
Yury,
Ah yes… “the dark side of simplicity in modern identity”. There are only so many ways to combine three ellipses, which leaves it a near certainty there’s something similar out there. I hope you’re keeping well.
Zach,
Using grid paper can definitely help. It can hinder too, if you stick too rigidly to the lines, so I find it best to use both plain and grid. For the colour, we were experimenting with green, green + blue, and blue. Following printer advice, a single colour was chosen, and my client preferred that exact blue (they provided me with the colour code).
cohnsey,
The logo chosen is the one you see on the business card.
George,
Glad you like the results. Thanks for reading, buddy.
Vivien,
Ah, you’re too kind, but your comment does make a nice start to my day. :)
Hi David,
The first thing that came up to my mind about the first option was the Eucatex logo from Alexandre Wollner (well known graphic designer from Brazil). You can see it here: http://desenhografico.files.wordpress.com/2007/04/e.thumbnail.jpg
I loved the final result by the way, very conceptual an clean.
Hi David, like with all your articles about your personal design process for logos, I always scroll down your post and look at the logo and subsequent variations before reading your writeup. I do this to see what I can personally gage meaning-wise from the chosen concept.
In this case, I’m really glad the chosen logo was the one with the three intersecting ellipses. I felt that the alternate version didn’t ’sit-right’ — the hinge in the “e” seemed too detracting to the eye, or maybe it’s just me.
In my opinion, the chosen logo is a great, simple mark, and given the reasoning behind the concept and brief, works really well. You’ve done a fantastic job. However, I didn’t ‘get’ what the company was all about before reading the article, although the logo did convey one message: that Ecometrica had an environmental stand-point. This is where the communication between this logo and its’ viewer I felt was strongest.
BTW Jacob Cass, I also write in capitals and draw on graph paper, maybe its a British thing ;)
Good job, David. When I work with a client that has “strong opinions on the project” the outcome is never *this* good. You seem to have handled it well.
@Jacob Cass - I don’t know why, but the notice of the ALL CAPS is funny to me. I tend to write that way, too. I picked it up at school while studying architecture (before switching to advertising).
Great logo, David. Your design process posts are the ones I look forward to the most. Thanks!
David,
I am so glad you didn’t choose green for the logo, despite the ‘eco’ connotations. I find green is a colour that is being used too much in logos as of late.
I definately feel like the logo with the three ellipsis is more unified than the broken e. It’s fun to look at your mindmapping / wireframes and sketches. It’s clear how those sketches informed your design. And I just really like graph paper too. From the brief introduction on Ecometrica (I will have to google this term, in the states, we call something like what they do “Econometrics”, but maybe I’m misreading their mission) it seems like they do things that are relevant. I would like to believe that more people would value things like land use, carbon emissions and deforestation, and so perhaps this is a start.
I certainly think the stronger concept was picked, especially after reading the thought process behind it.
That looks awesome. I love seeing your process.
i love seeing your process. one thing i fail to do sometimes is to give my rationale for each design. i need to start doing that so they can see what i was thinking.
It’s interesting to know how you view these articles. I’d do likewise, as first impressions definitely count. Similarly, I do agree how the chosen option is more appropriate than the ‘hinged e’.
I don’t find it detrimental when the logo doesn’t explain the company. That’s not the primary aim (which is to act as an identifier). I’m glad you’ve seen the light RE: jotting in caps. All the ‘top designers’ are doing it nowadays. *wink*
Rob,
Yet another who’s seen the light. Nice.
Thanks very much, Fernanda, Chris, Lindsey.
Julia,
Green is certainly the obvious colour to choose. An alternative can help with industry differentiation.
Jeff,
Working with clients who offer such services is definitely a plus, just as I particularly enjoy non-profit work. Sure, they’re all ultimately businesses, watching the bottom-line, but they’re working for the greater good.
Richard,
Thanks for your take on the choice. Glad to know.
Melek,
That’s one thing you need when offering a proper critique — the rationale. When included with the logo design brief, it really helps show the bigger picture.
It’s great to get such a complete look at the process of another designer. I love how symbolic your ideas are.
hi David,congrats,another beautiful work
personally I actually like the form of the broken “e” and the colour is more lovely,but the separation doesn’t fit the concept of sustainable business very well for sure.
a question here is after seen so many business cards here done by you I find they r kinda like dealed with a very stereotype or formal way,do u see it is a sort of time saving or practical way,or what ever else
anyway thanks for sharing
best wishes
Hey David, I’m venturing through a fun identity project right now and found your post to be a refreshingly creative kick to the groin (isn’t that how we get inspired?). Anyways, loved the article and might post my own process for a science college’s new identity. One thing I was hoping you would have elaborated on was the mind mapping doc. It looks like a map of ideals that describe the brand and the company and I could see its inherit value to your process, but how (specifically) does it translate to a creative direction.
Cheers for sharing your process!
Very nice, as always. I enjoy seeing your design process.
Great post David. Its always cool learning about the process of creating a brand identity.
Thanks very much.
Climent,
Good question. Where business cards are concerned, I always present my clients with a range of layouts / designs. So you’ll see their preference featured within my posts.
In this case, the limitation revolved around the single-sided design. First and foremost, a business card must present contact information in a clear, legible fashion. Keeping a clean, professional design, whilst using just one side, focuses the choice somewhat.
Rob,
I hope the kick wasn’t too hard. As for the mindmapping, you’re not the first to ask about it, so I’ll see what I can do to further explain the process stage.
All the best.
“I certainly think the stronger concept was picked, especially after reading the thought process behind it.”
I agree with this. For some reason, I didn’t even immediately realize the first logo was a hinged “e” - it just looked like a broken circle to me, and focusing on the broken ozone layer/atmosphere concept and aligning it with the company’s name seems to somehow imply that they are behind the destruction. The other logo works great.
In any case, this was a great post. I’m really glad I found your blog, especially as I’m in the middle of helping my girlfriend work on identity for her consulting company. Insight into a professional’s process is hugely useful.
I’ll be back often!
I’m a fan of design option #1.
I understand the reasoning for picking design #2 after reading the explanation, but the problem with that is almost everyone who views that logo in their business’ lifespan will not have the luxury of reading why the logo is what it is.
I do, however, like how it sits on the business card in the lower right hand corner.
The story behind #2 will make it a nice piece of info for the Ecometrica team to relay.
Logos are primarily used as identifiers — not to describe what a company does. I’d say the vast majority of effective logos won’t immediately describe a product or service.
Thanks for sharing your design process along with the actual finished product. I’ve always enjoyed reading your posts, and when you get to see the process behind the work that you create it provides a good deal of inspiration :)
David,
Do you ask your clients for testimonials? If so, when and how do you do it?
Thanks!
I do indeed ask for testimonials, always at the end of the project, once I’m fairly sure I can do no more to help. The question is straightforward, “Would you mind offering a few thoughts for my client testimonials page?”
I hope that helps.
Thanks David,
I’m thinking I need to start doing that. I know if I were seeking a designer, testimonials would be very encouraging.