Tudor Bourn brand identity design
The Tudor Bourn collection is a proposed range of bed linen targeted at the 45-65 age group, earning a salary around the £60k-85k mark. The range is to be sold at department stores throughout the UK.
From the notebook
More projects in my design portfolio.
Related posts on David Airey dot com
69 appreciated comments on “Tudor Bourn brand identity design”
What are your thoughts?
All comments are moderated so you may experience a short delay before yours appears. Comments should be respectful of other voices in the discussion, and I reserve the right to edit or delete comments at my discretion.
Please use your real name. Keywords will be removed.
The first one is good! The combination between typography and symbol is giving a modern effect with a traditional touch.
In my opinion it’s much better than the second, which has this red color that disturb a little bit.
Man, you make it hard for the client, David. Both of them are excellent.
It is great how you present your work this way. How do you usually deliver a logo like this when it is finished? Do you prepare a range of various formats and sizes? Do you deliver anything physically?
Again, great work!
Great work as usual! I would have to go for the first one, I really like the way it is understated (but in a good way). Gives the impression the company is all about quality over flashy gimicks.
The second one is also very good, although the tudor rose reminds me of the English Heritage for some reason. This could be due to the colour used, or maybe I have only seen the tudor rose when being dragged around various properties of the English Heritage.
Awesome stuff none the less, and just to echo Asgeir. How do you present your logos to your customer?
David, I love the first one. Maybe it’s just me, but I feel like Bodoni is too modern to work well with heraldic imagery, though didones do look elegant in print. Maybe it’s just how they look onscreen, especially at small sizes. Plus the glyph in the first stands on its own more solidly. Do you start with the glyph/icon and then move to type treatments, or do you draw your inspiration from the letterforms?
I think they are both excellent. Hard to choose. One is sharp. The other round. I think the first one has the edge but I guess it is really about which one best suits the brand values of the company.
Asgeir, when I finish the project I normally send EPS files. There’s no tangible transfer, although when I meet clients face-to-face, I’m sure to offer a handshake.
Grouse, I forgot to mention, the company is based in England, and the name was formed from thoughts of traditional England. Thanks very much for the compliment.
Alex, I always write the company name a number times. I’ve sometimes found this leads to different ideas in direction, whether it be incorporating a symbol as a specific character, or the best position to place an accompanying icon. Of course there’s also the logotype option, where a symbol isn’t necessary.
Yes, I think the client made the perfect decision. The first logo is top notch! I do like the second version, but for some reason when look at it, I see it appearing on a liquor bottle? Call me crazy, that’s just the first thing that popped in my head. :)
Way to go David. I’m sure you’ve got another satisfied customer.
Greetings from across the pond.
My two cents (shillings) from the U.S. I have done family research on coat of arms and heraldry so I’m somewhat familiar with the history there. And I’ve been involved with graphic identity design for 30+ years.
I also like both of your designs but do chose the first as well. For one I like the more delicate feel of Garamond for this logo. I find it more elegant. And I prefer the dragon/bird symbol over the rose. I don’t know all the history and background of the tudor rose but it seems more a common visual in design than that dragon. And I like your dragon it’s different from many of the like so it’s more visually compelling.
Nice work!
I agree with the clients decision.
It’s delicate, yet strong which exudes class and sophistication.
This is very much my style.
The second choice is less delicate and although it too makes a bold statement, I feel that the roundness of the Tudor Rose, conflicts with the style of text. Perhaps if the stroke on the rose was a touch thinner and the text tracking was higher then it would be more balanced.
I don’t know how i feel about the red though. Red is my favorite color, but it may be too “loud” for the image trying to be portrayed. :-)
(PS> <3 your website, it definitely inspires me to design better!)
Love the first one. It has a royal finish to it, and I’m guessing that Tudor Bourn wants its clients to feel like royalty when using their bed linen. It’s a clean, clear logo that projects the brand values that I imagine a prestige brand like this carries.
It’s also easy to read, as opposed to some logos that are fancy and pretty, yet aren’t simple enough so that people can read the name of the company without difficulty.
Plus, it’ll look striking in black and white as well. So it certainly passes the test:
1. Looks fantastic!
2. It’s memorable.
3. Readable: easy to figure out who’s the company.
4. Will look great in black and white.
5. Will look great regardless of what size it’s scaled to.
And it doesn’t hurt that it’s a one-colour job, so that printing costs are less :)
I didn’t fancy the second one much.
Love the first one and I can definitely see why the client chose this one. Top-notch David! For some reason, I picture it on delicious chocolate brown packaging … no idea why. Maybe when I think of bed linen I think of my chocolate bed.
Would love to see the sketch and research process for the first logo. They made the right choice. Very nice.
Being of English blood, but born and raised in the U.S., I am a big fan of these type symbols, especially for the type of company that there was. I agree with everyone so far, that hands down the chosen design was the best. When I look at at it I hear the words in my head being pronounced with a British accent. ;) i think that was what they were going for.
I’m also a graphic designer who is just starting out, and I have quite a few logo projects that I’m working on at the company that I’m interning for, so blogs like yours are really helpful. maybe, if possible, could you consider doing a tutorial/walk through on how you made a logo for a client, maybe one they rejected, so as to avoid any issues with them? I know id appreciate it, and I’m sure others would as well.
The first one has a presence to it that’s hard to define. It is strong, modern, and it feels like a well-established company. What wonders a well designed logo will do, but you went to one of those quick logo sites right?? (just kidding.)
Gregory Borden’s last blog post..Google to get you
Yeah, I like the first one. The balance in a logo is really important and I think the first one is spot on.
Of the logos you’ve shown us on your blog, this is my favorite of your work so far.
I prefer the first one. It’s more elegant and fits such a commodity.
I am not a fan of the second option at all. It lacks the class of the first. Everything from the size relationship between Tutor Bourne and Collection to the shape and color of the rose to the weight of Bodoni make the logo seem clunky when compared to the first.
I really like the feel of the first option, but wonder how small you can make it before the details of the mark start to turn into a blob. Nice work David.
Wow – elegant! And the client did make the right decision by choosing the first one. Nice work.
The generous white space about the logo, with the graduated shading, is an elegant approach. The lighter presentation of the Garamond, I think, lends itself better, here, to that elegance.
The second option with rose and heavier face seem to slightly contrast the elegance of the background. I tried to image what the result would have been, if you had dropped the rose between the words as you did the heraldic eagle on the first option – and I think it might still be too heavy to fit the elegant setting. Perhaps of the rose and text filled a larger proportion of the space …
Good choice, David!
Beautiful! Congratulations on getting such a high-end market client.
Wow David! Excellent work.
This must be one of your best works I have ever seen.
Hi David, definitely the first one! Love it, I think it is your best logo to date in my opinion. Didn’t really like the second one much at all. Too much attention is drawn to the red symbol, and not to the name. And I couldn’t see it was a rose.
David I’ve been reading your blog for quite a long time, but this i s my first post. I really like the first option, like the others said, much better than the second. But I have a question; do you plan to use the logo on a background, like you presented here in your post? Because it “feels” really great when it is put on that dirty white paper. OK, don’t know if you know what I mean.
Definitely the right decision to go with the first — I love it, but don’t like the second one at all. In my book it’s too fat or clunky while you got the first one just right. Very nice logo design!
You’ve definitely captured the classic elegance required for a high end branding in the first logo. The second logo seems to lack these qualitlies – perhaps because the rose illustration is too ‘modern’ and could possibly be dated in time.
You still did a fantastic job on both!
Hi, Even that both are very good, the first one appeals direcly to the high end of the market the brand pursue. I think tha client made the best decition.
Deron, you also have a keen eye for liquor bottles?
Karly, I was sure to mention size issues to my client. It’s inevitable that some detail will be lost when decreased further in size, but they were happy with the outcome, which is an important factor.
drLisica, some of the files I create have a transparent background. What you see here is for presentation.
Slick! Wish I could go in for a close-up though. :)
I think, if you change the color of Tudor Rose to grey color scheme (just like in the first logo) I would choose the second logo! but I’d prefer to see Garamond instead of Bodoni…more elegant and lighter in the look.
The first logo is good, since it represents historical value as everyone agreeing with, but I see lack of details in it… ;)
David,
I’m a web coder of many years, but new to graphic design, so keep this in mind when reading my comments.
I believe the background sets the scene for the rest of the design, and appearing as it does, ties in with the idea of textures, and more so bed linen. Given some creative license, one could imagine the logo sitting pride of place on very fine linen.
The font and colouring of the first are restrained, and elegant, and target the intended audience well. The second – as pointed out above – draws the eye to the rose, which isn’t as integrated to the design as the first is. Also, the colouring of the first to me would offer more flexibility with use.
In summary, I believe both are good design work, but the first hits the target that much better.
Striking – I can feel the thread count w/ the 1st one.
I really like it… I’m glad they went for the first one – It ooozes class :)
Thanks for posting the sketches. I’m just wondering now, why you didn’t go with a more streamlined tail in the dragon.
We had a look at logo design this year in my course at University. Seeing how it is done in the professional world is very helpful, thanks.
The first logo looks amazing, could just see that stitched into something linen.
I would have to agree with Deron about the second one being like a logo on a liquor bottle though.
Think it’s the red in it, it still looks class .
Hi David!
Not to ruin the nubmer-1-choice party that’s going on here, but what does a dragon have to do with bed linens? I see the heraldic issue, sure, but I would prefer a flower in my bed than a dragon… That said, I definately agree with Karl–the dragon is better incorporated.
Now, a question: How did you find out that the Tudor Rose was not already affiliated with any other company? Where do you check for those things?
Very nice post, and lovely work. I am not a graphic designer, but I enjoy messing around with artistic stuff for school and work presentations. You are an inspiration and seem like a great chap!
Hmm. at last the sketches. I was waiting.
Wow!
Truely Inspirational David!
Keep up the work…
I like that ‘flag’ theme, bottom left on the second sketch. It might be something to keep in mind if they introduce a line of products that is a bit more ‘saucy’.
i love the logo the client choose. it really elevates it to a premium brand expectation. good job~!
I like the one that the client went with. You do excellent work keep it up. Many people don’t realize how involved creating a logo is.
Michael, in heraldry, where an eagle’s wings are spread, it was said to indicate the bearer’s role as a protector. It symbolized immortality, courage, farsightedness and strength. Whilst all these qualities don’t necessarily relate to the product, the client thought them positive, and wanted to associate them with their name.
As for checking copyright, you can search the IPO website.
David, The first font face is nice.. Sharp, and even width. The second logo is more appropriate I felt, for the product.. I would have probably gone for a embroidered tudor rose look like this [to keep in line with the bedspread product]. I loved your hand sketches though :)
Bodoni, poster Bodoni etc. are more thicker fonts, and is best offset with a heavier logo.
I definitely like the first one best. Then again I like the classic style logos.
Amazing work, David! I’m a fan of the first logo. It’s definitely regal, as several others pointed out.
I just wish I had an ounce of your creativity and talent!
David, is that a bird or dragon that forms the pictorial icon at the centre? What’s he story behind that?
Glad you didn’t offer the sword version as an option. I know sword is akin to royalty but I rather not have sharp objects when I’m sleeping.
I like a lot!
Good to see some clean classic designs rather than all this new fangled flash stuff….
These types of designs will actually stand the test of time, unlike many others. The only issue I could think of is that depending how small the logo becomes it may make the dragon un-viewable.
Sure you’ve thought of ways to counter act though :D
Hi David,
I also prefer the first one for a linen company. The way it’s presented, it could easily be embroidered onto sheets and pillow cases. Also, it has a Germanic touch, which suits (sort of a prediction of things to come).
Whereas the second one does not say ‘linen’. And as previously mentioned, it has the look of a wax stamp from a Whiskey bottle or some such.
As usual, a beautiful job David.
Hi David,
I kind of stumbled upon your website as i was searching the net for some good info on logo design. I am a product designer, currently working on a logo design project. I really appreciate the fact that you so openly share your design experience, which is so rare nowadays, and i think you do some great work!
I too like the first logo for it’s understated elegance and class.
I wonder though, if this logo were viewed independent of the knowledge of the company, would the viewer be able to percieve that this is a logo for a linen company? How important is that in your view?
Both are good, but in my opinion the first is best. Really conveys the feeling of tradition, taste and dignity. Good job.
Hi Lakshmi, there’s a better balance matching heavy type to a bold mark, I agree. Thanks for your link.
Vivienne, good point on the sword. It was a passing thought I wanted to jot, but couldn’t have seen it going any further. In this comment I mention a little about why the eagle was chosen.
Cat, are the Germans taking over the bed linen industry?
sampada, I’ve also found it difficult to find other folios showing process, so I’m glad you appreciate it.
You ask if the viewer would be able to perceive this as a logo for a bed linen range. It’s not the logos job to tell people what a company does. If that was the case, we’d have thousands of logos showing bedsheets. A logo is primarily used as an identifier.
David,
“Are the Germans taking over the bed linen industry?”
Well, after the the Tudors, then the Stuarts, with the invite of William and Mary … there be Hanoverians.
;-D
Hi David,
My comments are purely for design process discussion sake and I hope they are not construed otherwise. They are manifestations of the deliberations bouncing around in my head – what should a logo say to the viewer? This would be crucial in instances where the logo is going to be viewed without much supportive information on the company or when the viewer is going to form impressions at the first glance.
Of course having a bedsheet incorporated in the logo would be outright amateurish. But I feel it certainly helps if the logo subtely reflects the type of enterprise it is representing and there could be other subtler means to represent the industry in the logo.
I love your logo and at the very first glance it says – ‘Class, elegance, opulence, dependability, experience’. But I can also visualise this logo on a high end car, a pack of expensive cigarettes and the likes.
Or maybe then, that’s just your point ;)
Sampada, Interesting take on this. I think the customer *just happens* to make sheets. What they seem to provide is a touch of elegance, a dependable protector of honor and virtue. That the immediate product is linens is almost incidental to the image of a company you may respect and rely on.
This kind of brand is almost like a ‘mission statement’ – tough to live up to, and makes the company and their business venture better just by being there.
The label should explain the product, or the product explain itself. The brand, here, can impose an aspect of long-standing (historical?) virtue. This brand separates Tudor Bourn from the MacDonalds and Nikes of the world, instead identifying the company with other noble names – Rolls Royce, Lloyds of London, London Times.
A different brand might have focused on craftsmanship, on quality of the product, or on the desirability of the product. Few brands can relate all there is to say.
I like the first as well – in the second, the symbol seems out of place.
i really like the first one. What do you use as far as programs to make these logos?
Yeah. The client made the right decision by selecting the first one. The first one is ELEGANT than the second.
Congrats.
Aravind’s last blog post..Singularity 2008 : Largest Online Conference
Yep, all agreed this side too, first one.
Sheer class!
The first logo is perfect in my eyes for the customer demographic you stated, has a very understated poshness about it (couldn’t think of a better way to descibe it late on a saturday night). I did like both of them but the first one seemed to be the right choice.
The execution of the icon is amazing. Wish i could see a close up of that.
A great job done. My favorite is then ofcourse the top one also because of the use of Garamond. It gives it that subtle touch because of its “light” appearance.
Cheers!
I prefer the first logo to the second one as i think it is more traditional. I would agree that the client made the write choice choosing the first one. The reason why i went for the first design is the symbol used and the typeface goes well with it.
If I were your client I would have gone with the second logo.
It being a linen company, to me, the second one looked more appropriate.
:)
Anyways, both are really nice.
sampada, don’t worry that your thoughts are taken out of context. You ask a very good question. One I’d like to address in a post of its own. Stay tuned.
Brad,
Most certainly in the case of the logo. Thanks for replying to sampada.
Jason, I always use Adobe Illustrator when digitizing logos. The norm in the profession.
Good site, good presentation.
First one is altogether better than the second one, but when fixing attention on details in both designs:
- The first one’s balance is its main advantage over the second one, but I don’t really like the herald, it looks somehow tangled though goes well with the font.
- The second logo doesn’t sit as integrated, but the rose attracts your look, and keeps doing it periodically (and I wouldn’t say it’s less royal than the emblem in the first one). And to my opinion it would go well with linen products, not only because it could symbolise softness and tender, but also it turns to a lively spot (doesn’t matter how small) on a clean material (linen) that does attract a view (with this word I had another desire to look at the rose once again :)
But again, the first one is altogether better.
Thanks.
They definitely made the right choice.
I love the logo it’s extremely classy.
Anna, Amanda,
Thanks for taking the time to comment.
I feel the first logo is the best suitable for 45-65 age group, way above the tudor rose one. But I like all of in the sketches, specifically those with the medival wepons.
Hi, mmm I think the client made the wrong choice. I personally like the eagle one, it is powerful but simple. However it does not speak ” linen company” to me but has more of a “spirits logo” feel to it. The Tudor Rose logo does not have the same impact as does the eagle or phoenix, but I feel it represents the age, and feel of a linen company. Good work.
I wish I earned £60k-85k a year! I really like this logo david the symbol / heraldic mark is especially excellent. It is sometimes difficult to make detailed symbols attractive but you have done a very good job by making the heraldic mark bold with the use of a fill. Good work.
thanks for a very interesting and instructive site.
I prefer the second as the other (noted above) is rather Teutonic and militaristic for the product represented, also there is a connection between the name of the rose symbol and the company ie”Tudor” also the font used for the first might suit the rose better,
Thanks