Logo and business card design for Fidelity Hearing Center
I was approached by the California-based Fidelity Hearing Center, and asked to design both a logo and business card that were easily differentiated from their competition. First and foremost, the logo’s primary purpose was to act as an identifier for the organisation.
The name, Fidelity Hearing Center, was originally chosen because my client associates the word with ‘Hi-Fidelity’ and good sound quality. The word ‘Fidelity’ also means faithful or true. Some of the services they provide include audiological examinations, hearing aid supply and repair, earmolds, swimplugs and ear protection against noise.
The research and sketch process had me thinking around two main design routes, shown through my rough sketches below.
The first row of sketches signifies the transition from an ear into a simplified speaker / ear shape, using two circles.
The second row of sketches shows the transition from an ear trumpet into a graphic equalizer. The progression of larger bars correlates with the progression of sound getting louder (and easier to hear).
Colour was kept to a minimum for cost-effectiveness, and the blue / gray combination was the client’s preferred choice. A modern, easy-to-read typeface was needed, so I went with Gotham, one of my personal favourites.
Photo courtesy of Factor 1 Studios
The logo design was the last piece in the puzzle before a new website was to be launched, so time was of the essence. Because of which, the timeframe for completion was just short of three weeks.
Dr. DeKriek, my client, kindly gave the following testimonial after the project was finished:
Thank you for doing such a great job designing my corporate identity. As you know, I required an identity that was easily differentiated from my many competitors. I also required that my logo be reproducible in colour or black & white, as well as large or small so that it can be incorporated into any print media. The unique two-circle logo you designed for me is both attractive and highly adaptable. I appreciate your attention to detail. I am equally pleased with how quickly you completed this project.
Thank you,
Dr. David J. DeKriek
Fidelity Hearing Center
Los Angeles, California
Thank you, David, for choosing to work with me, and I’m delighted that you’re happy with the final outcome.
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Nice, simple and conceptual! We have something similar. That’s what my friend told me.
That’s a nice simple logo and it’s very reproducible.
I must say though, that you almost made them into a cell phone company with those 4 rectangular towers. Here in the U.S. we have a that same kind of logo hidden 4 million times within a 30 sec commercial… it’s pretty bad.
I don’t know how you do it… you create logos that are so simple but so unique and of such high quality.
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David - love the new logo. I’m a new fan of your blog ad find it one my best reads during the week. Keep up the phenomenal work!
The business cards look amazing!!
Love the colour!!
btw is that the new website? or is it still coming?
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I like the front of the business card with the light behind the logo. And i see your still using the same background for your shots :)
What is the website of the client? Is it still being made?
I prefer the ear circle one :) Nice job again yet again!
Oh and are you going to be putting posts like this on Logo Design Love?
Jacob Cass’s last blog post..Free Vector Swirls and Twirls Pack
As a beginner, I found your accounts of the logo creation process very educational. Often you find online tutorials on how to design a logo, however you usually don’t come across the creative thinking process used to analyze the company and create the company logo. I sure look forward to more posts like this.
Looks nice David. I like the simple approach.
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I thought of an ear straight away and then speakers immediately after that, and this was before I read the accompanying article.
But the very first thing I thought of (before I’d even had a chance to read the company’s name) was a speech bubble, even though the shapes aren’t exactly the same as a speech bubble. I’m counting that as a plus because it grabbed my attention quickly.
Like the colours too.
Simple but the logo itself really carries a strong logo concept.. Nice work David!!
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Great job David. I really enjoyed you posting the picture of how the logo transformed into the end product. Great info and great work.
Thanks very much guys. I appreciate it.
Jermayn,
Having finished this project a couple of weeks back, I had a look at the Fidelity website within the past two days. I’m not exactly sure what’s happening with the logo and have sent my client an email to ask.
Dan,
I also thought that the circles was the better approach. Thanks for your comments.
Jacob,
Yep, been using that business card background for a while now, thanks to Matt at Factor 1 Studios (it was his original shot). The client website is linked to at the top of this blog post, and as I mentioned, I’ve contacted them to ask about possible changes.
Good question about Logo Design Love, and whether I’m going to show posts like this. The idea is to keep my portfolio off my new blog, and feature other designers. I can ‘blow my own trumpet’ here, but don’t think it’s the best idea to do it over there too. What do you reckon?
Jesus, rosso,
Great to know you enjoy these blog posts.
Tracey,
Can I hire you as a salesperson? I’m glad to read you saw the ear, then speakers, without reading my explanation. ;)
Interesting that you mention speech bubbles. I had experimented with placing the two circles above the text, as opposed to on the left, and it then appeared like ‘thought bubbles’. So the placement to the side is an important part.
Very nice logo David..simple yet memorable.
I agree with Dan Cole, those annoying ads with the “4 bars” in every shot about 50 times on tv and in print over here in the states would have been an issue with that cell-phone signal like concept.
The progression from the ear to the 2 circles is excellent
Lazy Elegance is the best word I can use to describe that :)
David….Incredible!
Like Jacob, I also like the business card.
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the logo is great David but you must be slightly disappointed about the way it’s been dumped on to the site?
Great Logo. I would have been very temped to match the circle that makes the ‘Q’ (in the ‘Quality you can hear’ slogan), to the circle-style of the logo. Don’t know if it would have made a vast difference, maybe just a subliminal one - relating ‘quality’ directly with the logo icon. Just a thought…
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It looks much better here than on their website. Why must they make it overly complex, low contrast, and ugly?
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Sounds like a good thing I didn’t go with the four bars. Being in the UK I’m somewhat immune from the US ads, although they do filter over from time to time.
Hasan, Niyaz, Andrew,
Thanks very much for leaving your thoughts.
Rich,
I was surprised to see how the logo was implemented on the current Fidelity Hearing website, but having been in contact with my client, I know that it’s a very temporary situation, and it will be going through a complete overhaul within the next few months.
ah well if it’s temporary then it’s not so bad.
Very fluid transitions from the shape of the ear into a speaker-esque design. Quite a smooth thought process as well.
I really like your simplistic approach in designing logos, David. You never fail to impress with your logo design skills. Great job!
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Great work, I wasn’t ‘feeling’ it at first but as soon as I seen the process it clicked
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Awesome David. I love your process.
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I really love the sequence from ear to speaker.
It would make a great tattoo - if I ever managed to grow some ballz, would you mind, if I borrowed the idea?.
Long time visitor
First time commenter.
Mr T’s last blog post..Finger Puppets
iam my self in to logo designing , your designs and logos are very good and meaningful
the blue color side of the name card looks awesome, and so simple. really nice …
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@Jesus Omar
I have just posted an article that you would be very interested in… The Logo Design Process of TOP Graphic Designers.
@David
My bad for missing the link in the very first sentence…I don’t like how the logo has been used on the website however.
Re your posts on both websites, I think you should at least mention the posts of your work on both blogs.
Jacob Cass’s last blog post..Free Vector Swirls and Twirls Pack
Wow, great logo! Simple in form, yet you manage to really find a new quality in 2 colors and 4 circles :) This is exactly the level of logo design I plan to reach someday..
Nice work on the logo - but I too was really disappointed to see how it rendered on their masthead. Colors are off and the clarity really suffered. Would’ve been better to wait and release the logo with their new design relaunch IMO.
But what do I know? My own header is cut-out title strips and wet cardboard.
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Really like this design - especially the business card, would definitely like a similar sort of design when I need a business card!
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i digg this.
beautiful work!
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love this design, david.
i’m inspired.
matt brooker’s last blog post..pogd2
Thanks very much for your kind words.
Mr T,
If that’s your style for a tattoo, by all means go for it.
Jacob,
I agree with you, if I were the client, I’d have thought it better to wait for the logo unveiling until my website was ready.
Nieruchomosci,
Very gracious of you.
Regan,
Don’t mock those little paper cutouts. They worked for The Paper Bull, so why not continue with tradition? :)
David, Ezi, music, Matt,
I appreciate your thoughts. Thank you.
just took a peak a the Fidelity Hearing website: Looks like they are use Microsoft Paint for the graphics. Yikes!!!!
Is everyone commenting on your site you mate?
Not one harsh comment. Find it hard to believe since design is such subjective occupation.
Hopefully the new website will be launched sooner rather than later.
Steven,
There is a lot of subjectivity, for sure. I guess you don’t like the design? How would you improve it? I’m always open to constructive criticism.
Very slick business cards. I am impressed.
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