Giacom symbol design

Giacom was established in 1998 as a business-to-business Internet services provider. The company boasts a rising base of 70,000 customers and an extensive client list that includes American Airlines, the Ministry of Defence, Channel Four, and Experian.

Giacom server wires

View the portfolio entry here: Giacom.

76 responses

  1. Great work. At first glance I liked the keyhole symbol more, but after looking through the different color versions and reading the article I like the symbol that got picked the most. Keep writing these kinds of posts – really interesting to see how you work!

  2. Love the logo, especially as it’s split into 4 sections and creating the slight “G” feature… works well.

    Not sure on the colour combo though… to many shades of blue in my opinion.

    Great work!

  3. I really like the logo david. Your idea to incorporate the ‘G’ into the design is excellent. I also really like your initial option 1 logo. I do not understand the clients comment ‘when I first saw the initial designs I still wasn’t convinced’. I actually thought this was a little rude considering the quality of design work you supplied. I am glad that the client was pleased with the results in the end and that you have another excellent addition to your portfolio. Thanks for sharing David, I always enjoy reading your logo design development articles.

  4. Wow–That´s an impressive article showing the developing process from sketch over prototypes to logo in a really stunning way. Thanks and keep it up!

  5. Fantastic work David. If you don’t mind me saying, I think that typographically this is a big step forward for you – the type is perfect.

    Great testimonial. Makes it all worthwhile hey?

  6. Great execution David. As ever it’s great to see your thoughts, workings and design process. It’s funny how you put so much time and effort into a mark and then you make a small, random tweak at the end of the process, like you did, and it all comes together.

    It’s interesting to see how neat your sketches are, Is this how you’ve always worked? I class myself as a tidy person, us graphic designers usually are, but when it comes to sketching and brainstorming – i’m allover the place.

    I’m currently working on a logo for a property development company and i’ve got sketches and doodles on the backs of reciepts, post-it notes and allsorts.

  7. I like it! I have to say I was note sure about the original concepts but the combination of the client amends and then your decision to create a subtle ‘G’ from them really brought the whole logo together.

    What a great testimonial to receive from a client as well!


  8. David, awesome work! The way you present your work on a logo, from beginning to end is inspiring and educational – thanks for setting a great standard of excellence.

  9. Matthew, I was pleased to receive a testimonial, and don’t consider Nick’s thoughts to be rude. It can take a client to have their own input before they’re happy with the options. Just another part of the client/designer relationship.

    Ed, no, I don’t mind at all.

    Abbas, you’re not the first to ask about neatness, and you’re not the only one who scribbles on post-it notes, envelopes etc.

    My pleasure, Brandon.

  10. I’d love to know how long this process took you. I know client feedback is oftentimes the bottle neck, but aside from that, was this days, weeks, or months to complete? How long do you usually spend on sketching before you begin drawing electronically?

    Love seeing your process. Thanks for the details.

  11. Hi David,
    I think this is one of my favorite logos that you have designed. Something about it just screams “perfect.” I really like the revision you made with bringing the fold back. I am really impressed by this design and its simplicity. Great job David and looking forward to seeing more of your work.

  12. This is a great design David, the design is well measured and the fact that it works well as a favicon is great, as I guess this now an increasingly important consideration for any design.

  13. It was very interesting to read this logo design process. Have you had such an experience before where the client came back with their own revised version of your logo and you continued from there point on? Either way, I really like the final result. I also liked your option 1, but it didn’t have the originality and quirkiness of the final version. And the fact that the logo resembles a letter G is a nice bonus.
    once again a great job, David!

  14. I appreciate that the client mentioned they weren’t convinced after the first two concepts but realized that it was just the first step in an ongoing process. With so many variables when it comes to designing a logo, it’s really this give and take between the designer and client that makes the process work.

    The fact that they didn’t jump up and down for the first two concepts doesn’t mean they aren’t great, but for some reason the clients weren’t feeling it. It’s often hard to get to that point where both the designer and client are happy with the end result. But with open conversation and understanding on both sides- great things can happen.

    Great lesson for anyone designing logos or hiring a logo designer. Thanks!

  15. Great work once again David. I’ve been reading this blog for around 3 months now & now have it on RSS, yet this is the first time I’ve ever commented. How did you honestly feel when the client said they weren’t ‘convinced’ ?

    Another question, how do you gain such clients ? I’ve been designing nightclub flyers for years now, and am now taking the plunge into gaining business/corporate clients. How is it best to approach such clients ? (I appreciate you’ve probably answered these questions a million times before!)


  16. Another great article detailing your design process. I much prefer the finished version, to your first concepts.

    It’s great to see you have such a friendly relationship with your clients. It must be rewarding to work with clients who value design and can add constructive changes and comments.

    These logo design process articles are by far my most favourite on your site.

    Thanks very much for sharing.

  17. David – I think the final solution is just terrific. I am always grateful for your detailed description of process. But what I find most useful in this post is your open acknowledgment of the valuable role the client plays in arriving at a great design. Not just in providing a solid brief, but in being involved throughout. Too many designers seem to pooh-pooh client input because they’re not “professional designers.” So what could they know, right? And yet the client is truly the most knowledgeable about their business and their customers. The designer needs to bring the creativity and the understanding of colour and symbolism and balance (etc), and typographic discipline, but the client needs to play a role as well.

    Sorry for running on. Great work!

  18. It’s interesting to read the process behind this logo design and I think the final design is really strong. I like it. I know it can be difficult when clients start changing designs around, but in this instance their input has genuinely helped to develop the logo into a stronger design. Well done to Giacom for adding genuine value to the process and well done to David for being open to their suggestions.

  19. I LOVE that “a subtle letter ‘G’ is created by inverting the lower-right segment.” I saw it right away!! Of course I’m always looking for something clever in your designs. GOOD WORK, MAN!! ugh! I’m so jealous! :-)

  20. very impressive Mr. Airey. It is nearly mind boggling how such a small element on a website can say a lot and really bring the whole entire thing together :)

  21. Melissa, I was contacted by Giacom in November 2008, and it was about four weeks later when the final artwork was supplied. The time spent sketching can vary a huge amount, as it depends on how fast the ideas are flowing.

    Steve, favicons are worth considering. I don’t think they’re vital, by any means, but it’s a nice bonus if the icon scales that well.

    Vivien, I’ve previously had clients come back to me with their own take. The Berthier design was such a case.

    Heather, freddygirl, I couldn’t agree more.

    Kem, actually, the first time I saw the words, “I still wasn’t convinced” was after I asked for the testimonial — once the project was complete. Nick and I had a great working relationship.

    Mark, when you work with someone who appreciates the process, it makes such a difference. I’ve been fortunate with my clients, and I don’t think it’s a coincidence that the more transparent my process, the higher the quality of client I attract.

    Aaron, I’m with you. Giacom helped create a more effective identity, and I was very glad of the input. Thanks again for the recent emails.

  22. Hi David,

    great work, it is nice to see your design approach as you seem to be one of those who didn’t forget that a pencil has a purpose and sketching time based on keywords that expresses clients values is absolutely crucial for the logo to deliver. We are, if I may, very alike on that matter.

    Something I may would have like to see is a strong storyline behind the schematic “G” to add to its communication attributes and ease its memorability. Just a thought… ;)

    Overall, great great work. I especially like the one color version.

  23. Nice work, David. I do enjoy seeing your in depth processes and with Giacom in particular, it seems that the process was slighter longer than usual. At least, that’s how it seems from the length of your post.

  24. Hey David,

    The logo is good, but I’m more impressed with the detail you went into above about your design process, I found it extremely educational. Logo design is one of my worst weaknesses and explanations like the above are far more useful than the “how to create a web 2.0 logo in Photoshop” bollocks that spans the web.

    Plus the logo looks great on the website, it looks really comfortable and appropriate.



  25. David, sketching is hugely important.

    Neil, it’s not that this particular process was longer than the norm. Probably just that I’ve shown more information than my average portfolio entry.

  26. Nice work David – and a great example of a successful collaboration with a client (no – that’s not an oxymoron). I always enjoy these posts about your process and find it interesting in how closely it mirrors my own.
    John Lepp

  27. It reminds me of Nokia Logo. :)

    I think here the strapline is acting as a glue sticking the icon and the text balancing the whole thing. Without the strapline below i think weight will be more in the icon as if its going to roll on the other side. :P

    Option 1 was also good. I am following your blog since last 1 year. Its good.

  28. Hi David,

    I have to disagree with most of the comments on here.

    Your 2 initial designs achieved the goal perfectly in my opinion. They gives a sense of unity, connection, and security. The design that their internal design team created gives off an entirely different feeling.

    Their concept portrays “disconnect”, “separation”, “disjointed”, “difference” etc. The single piece turned outwards creates an overwhelming feeling of disconnect. The balance of the mark is thrown off and the overall identity portrays an idea of “separation” , not “connection to my world”.

    Your original concepts on the other hand portray everything that the brief called for….unity, connection, security.

    Their concept does not give me a secure feeling. The 4th piece breaking away gives me a feeling of weakness and vulnerability.

    I am interested to know your thoughts on this and if you agree with me on some of these points.

  29. Well done. I really like the new logo.
    Mostly I like the article that shows the process. Can I ask you how long the creative process took, from you receiving the brief to the first 2 logos you presented. If I may, can you tell me how much you charged, or if you like it better can I have a idea, between what and what?
    Thanks David.

  30. Oops I have another question. About the typeface Expressway Bold, did you buy it, showed the client and then charged him for it? You found it thanks to a little bit of help from Twitter, but how did it work exactly? Is there a right to use it? So many questions but you probably are the one person to know the answers.

  31. Brian, for me, the chosen icon still represents a solid, global feel, which was ultimately preferred by the client. It’s good of you to back the initial ideas, though

    Loony, between two and three weeks passed between the start of the project, and presenting the initial two ideas. Regarding the typeface, I supplied links to some options, and my client then purchased the one they found most effective.

    John, I visited your site in the hope of finding your process. Do you happen to document it anywhere?

    Derek, the question of, “How much?” is addressed on my FAQ page. I’m happy to tailor a quote.

  32. The new logo slots into the old web design very well though doesn’t it!

    Ever tempted to offer your clients front end web design as well as branding and associated print design? I offer that and quite enjoy it.

  33. love the final logo. i actually liked option 2 as it was much simpler. however, the way the G was fit into the final logo swayed me. plus it looks really great showing it in the different colors. great stuff David, as usual! keep it coming, i’m always looking forward to articles about the logos you’ve designed.

  34. Like this one a lot, man. The subtle value change in each of the segments is a nice touch. It might be a little too subtle for my taste, but it’s not a deal breaker.

    I’m currently revamping my freelance design contract so I did a quick search, and what do you know? Your post on that very topic was one of the top returns on the first page. I think I might have missed reading that post in the past, but glad I found it as I think it includes some good tips. Thanks.

  35. It was very interesting to walk through the design process from brief to acceptance of a final product.

    I’m a “gifted amateur” in design and as would be expected, it’s largely a hit and miss process.

    Thank you.

    Robin Henry
    Central Australia

  36. John, publishing a blog takes up a lot of time, absolutely. Thanks for the link. I’ll drop over.

    Amanda, I was tempted to offer web work, and have completed a few projects in the past, but I don’t get the same enjoyment from it. What percentage of your work involves web design/development? Most of my clients are for brand identity.

  37. Web work – front end web design seems to follow on quite naturally for a lot of projects for me.

    I’d say that if I have a logo design project, this naturally then tends to follow onto print design work, and then in most cases it’s also natural that they will want the web design also.

    So a large percentage of my brand design jobs also require front end web design. Front end web design offers the same level of enjoyment as print design work I find, it’s very similar type of work really.

    I just the ‘design’ of the web site though, not the coding, I don’t touch coding. I hate building sites, it’s loathesomely boring for me and also I don’t have sufficient web development skills to do a really good job of it.

    I send them to a web developer I recommend for that – someone really techy who knows all the coding languages. I have 2/3 three that I know are good that I send clients to and they take it from there for them.

  38. David

    I like the finished product, and thanks for going into detail of the process and I’d be interested to know how long the overall process takes, if you’re willing to explain.


  39. As always David, great writeup.

    I especially like how you presented the pantone colour choices for the logo design. It’s amazing how a slight colour variation can procure a whole new perception of a logo design.

    I like the logo design. I don’t think it’s anything outstanding, but it works well, and I admire the process you took to reach the end result.

  40. Matt, the entire process took one month.

    Andrew, those slight Pantone changes do significantly alter the appearance, which is why I tend to finalise the design before using colour. The idea is much more important than aesthetics.

  41. wow! Great post David. :) I loved reading through the process, and I think the end result is a very strong logo.

    This is definitely one of my favorite parts about working with clients — the back & forth “tweaking” process. The input from both sides combines together to create something completely unique …something neither the designer nor the client would have ever created on their own!

    Call me a dork, but I love teamwork. :) haha

  42. I love seeing the progression of this logo. I feel like sometimes the client comes back with some odd suggestions that you have to reel in to make work with the logo. In this case though, I love the way they suggested only having one segment turned out from the globe. It’s fun to see a client take a great idea and make it even better.

    Good work on the logo. It turned out really well.

  43. Really like the clean color palette. I’m a sucker for the light blue colors. I feel they work very well across different mediums. Keep up the good work!

  44. Appologies, I have placed this comment on this site a few weeks ago but I forgot to tick the notification box and I’ve lost it!

    I have just starting freelance logo design and the last few designs I have used my own handwritten font as it has suited the style I wanted but I now want to use other font styles.

    What are the legal issues concerning typeface? Can you use any font in your logo (e.g. from MS office, free fonts downloaded from the internet) or are you only legally allowed to use fonts you have paid for and therefore have the rights to use?

    Thank you,

  45. Jo, there’s no all-covering rule, so be sure to check the copyright terms when purchasing / downloading. As for those already contained on Microsoft products, I don’t know. Sorry.

  46. hi david,

    I’d like to know a certain thing : Is it very important to always have a logo that defines the kind of business the company does?

    for example the ” G ” here appealed to me as a shape of a mouse as well as a “G”.
    and the tag connecting to your world went perfectly with it.

  47. Hi,

    I enjoy the simplicity of your designs, i like the design that you settled on the best, but I dont like how it was mplemented in the web. That banner is way too big, and just SQUASHES it up in the corner… It does your elegant work NO justice. :D

  48. hi david, great design for the communications corporation really cool crisp and has real global appeal.

    My question is simple
    (brief background)
    about 6 years ago I studied a Design degree that took in all or most design fields, due to failing health i had to pull out of the degree after one year. In this time I achieved the highest marks ever recorded on the course but this achievement is openended.


    Anyway years pass I have ability but no formal degree or paper to certify my talent. I recently started a 13+ week ‘back to work programme’ a government initiaitive. I was looking to get a placement within a thriving graphics studio but ended up working for the actual outsourced company that try to find placements and offer skills etc…

    in the 13-14 weeks I have designed 4 graphic identities for the various programes and new ventures this company runs ironically about getting back to work I produced posters and helped with their website. I have used only my own photographs within the posters all the logos my own designs.

    i am proud of the work I have produced , some all or most of the logos look like corporate identities with hidden meanings ect that communicate more the more they are viewed.

    I was paid the standard automated £15 each week that is all, nothing more. I have had no proper briefs or consolations.

    these identies are really strong the posters all my own work and of a high standard they have got them for next to nothing. I made up clever bylines that work so well with the graphics.

    (My questions)

    ”Do I have any rights over the designs the logos especially, their future use or are they wholly the companies property? ”

    what rights as a designer do I have, i Know photographers have rights over all their work so you clients have to pay for further prints.

    I feel I am been taken advantaged of, I have even designed another very strong logo for a utility company owned by a boyfriend of a employee of the employment programme company of which am placed. All with no real clear brief or meetings with clients.

    prior to me they said they had not advertisements or any graphic or artistic element within the company but now that I am coming to the end of my placement they dont seem to be willing to take me on full time or even partime It seems when my time runs out i will leave on the most part sqeezed dry of my design work with nothing to show for it but strong deigns that will enhance the company but atleast thats something positve

  49. Hi Colm,

    It’s standard practice for companies to state ownership of all employee work for the duration of employment, but you should check the contract you signed.

    When I start work with a new client, I make it clear I will use any designs for self-promotion (i.e., in a portfolio or book). As you were paid such a meagre amount, I doubt your employer would begrudge you the use of designs to promote your skills.

    Sorry to know of the ill health and your course.

  50. I admire your positive attitude toward client suggestions and changes, David. I think the Giacom logo benefited from the give and take. I must admit that when clients make suggestions, to this day a voice in my head screams I AM THE DESIGNER DAMMIT! But I’ve come to learn and accept that the work is almost always better when client feedback is folded into the batter. Did your flexibility regarding client input come naturally to you, or did you have to develop it? Do you not have that voice in your head? Is it because I’m from New Jersey? :-)

  51. Hi Rob, it can be difficult to readily accept client requests, especially if you’re particularly keen on an idea you’ve generated. But like you say, the work is almost always better with intelligent client input, and I’ve just completed another project where the client really helped improve the outcome.

  52. Hi David

    On the sketches i don’t see the final logo, do you finish the logo on the computer or do you always finish the concept on the sketch and give the final touches on the computer?



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