Logo design for Tudor Bourn
The Tudor Bourn Collection is a bed linen textile range. My client manufactures more than 400 ranges for their customers, and it was my role to create the identity design.
A very traditional logo was required, appealing to the higher end of the market. The demographics were 45-65 years of age, earning a salary of approximately £60k-85k.
For the chosen idea (shown above), I researched heraldry. The term originates from ars heraldica, the art of the herald. The herald was an official at medieval tournaments of arms who was responsible for the identification of fighting kings.
Many of today’s popular logos show heraldic marks, such as Saab, Chevron and Porsche.
Below is the second of two logo design options, where I incorporated the Tudor Rose symbol for a tradional feel and to tie in with the name:
In both logo designs, a serif typeface has been used. Garamond for the first, chosen design, and Bodoni for the second.
Garamond first came to prominence in the 1540s, and was designed by Claude Garamond (c. 1480-1561).
Bodoni was first designed in 1798 by Giambattista Bodoni (1740–1813).
UPDATE: 15 March 2008
Below are a few sketches I made before moving to a computer:
Your opinion?
Of the two logo options presented, I feel the client made the right choice going with the first. Would you agree?
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The first one is good ! The combination between typography and symbol is givin’ 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 :/
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I prefer the first option too, and think it’s a more balanced logo.
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!
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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.
Glad you like them both. When I finish the project, I normally send both .ai and .eps files. On some occasions I’ll prepare reversed files, as well as in colour and black only. 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,
Interesting question about whether I start with a symbol or with text. When sketching, I always write the company name a few times at the top of the page. 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.
Eamon,
Good of you to stop by and comment.
I hope everyone has a great weekend.
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.
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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.
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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.
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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.)
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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.
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I prefer the first one. It’s more ellegant and fit such commodity.
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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.
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Wow - elegant! And the client did make the right decision by choosing the first one. Nice work.
Where are the sketches?
You always show the process.
Why not this time?
It looks just like the eagle from the German coat of arms.
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. However, are they a new company, David? Not that I’d be buying such high priced bed linen, but I’ve never heard of them.
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Wow David !!!
Excellent work.
This must be one of your best works I have ever seen.
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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.
Where did you get the inspiration for the herald? Did you draw all of it?
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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 :)
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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!
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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.
Like me, you have a keen eye for liquor bottles eh? ;)
David,
I’m with you on the typeface choice. For me, Garamond will always be more elegant than Bodoni.
Heather,
Good of you to compliment my site. Thanks very much. You also make a good point about the roundness of the rose competing with the squareness of the Bodoni type.
Karel,
Nice to see you list the basic rules for logo design. I always keep them in mind when I’m working on a project.
Lorissa,
I can see it on a chocolate coloured background too, perhaps in a very light gray tone. I can also see the chocolate in my cupboard moving towards my mouth (see what you’ve done there ;)
Valentino,
I’ve updated the post for you, showing a few sketch samples.
Zacharie,
Interesting idea to show the process of a design that was rejected by a client. I did something similar with sketches here: Circle logo design. The client wasn’t happy with anything I produced.
Gregory, Brian, Pribadi, Angie,
Thanks very much for leaving your thoughts.
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 a very important factor.
Brad,
You mentioned dropping the rose between the two words, as opposed to above. This was one of the options shown in my sketch process, and I’ve updated the post to show a few ideas.
Armen,
Cheers buddy. I’ve not mentioned the client name here, only the specific brand for one of their latest products. The company is quite established, with international factories. Kept under wraps for discretion. I hope you can understand.
Niyaz, Jacob,
My best portfolio logo to-date? Thanks! Jacob, there are a few sketches now shown, and as for the final eagle shape, this was something decided upon between both parties. Ultimately, I was presented with a specific image that was to be used based upon the earlier options I offered.
drLisica,
The logos I create are always sent to the client with a transparent background, so it can be applied to different backgrounds. What you see here is an example for presentation purposes. Glad you like it.
Julian, Kata, Joanne,
Again, thanks for dropping by and commenting.
Slick! Wish I could go in for a close-up though. :)
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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… ;)
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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.
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Very neat sketches. Funny dinosaur you have in the top left of the first sketch :)
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I really like it… I’m glad they went for the first one - It ooozes class :)
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Thanks a lot guys.
Audee,
I’m not sure what you mean by ‘lack of details’. Thanks for leaving your thoughts.
Karl,
I agree that the second symbol isn’t as integrated, and that’s one reason why I prefer the first more. Thanks to you, too, for commenting.
Jacob,
Glad you like my dinosaur / dragon sketch. Did it scare you too? Probably not.
If course I understand.
Thanks for posting the sketches. I’m just wondering now, why you didn’t go with a more streamlined tail in the dragon?
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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.
:)
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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’.
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i love the logo the client choose. it really elevates it to a premium brand expectation. good job~!
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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.
One of the issues with the eagle’s tail was how it needed to be short so the word ‘collection’ wouldn’t be pushed too far away from ‘Tudor Bourn’.
Stephen, Mark, revy,
Thanks for those comments.
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.
Brad,
Not quite sure what you mean about products a bit more ’saucy’, but glad you like the idea. ;)
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.
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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!!
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Yeah, I suppose.
Anyway, again, great work!
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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.
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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
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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.
I agree that heavier typefaces work better with bold marks. There’s often an imbalance otherwise. Thanks for your take, and for linking to what you believe is a good option.
Matt, Andrew, Josh,
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.
Jermayn,
Cheers buddy. With this one, it’s inevitable some of the detail will be lost if the size is decreased much more. It was certainly a factor during the design process.
Cat,
Are the Germans taking over the bed linen industry? ;) Thanks for dropping in.
sampada,
I’ve also found it difficult to find other portfolios where the design process is shown, so I’m glad you appreciate my presentation.
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.
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I like the first as well - in the second, the symbol seems out of place.
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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.
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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 it´s “light” appearance.
Cheers!
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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.
I appreciate your comments, and don’t worry that they’re taken out of context. You ask a very good question. One that should be addressed in a blog post of its own, so stay tuned.
Sorry it took so long to respond. I seem to have missed these last few comments.
Brad,
I agree, most certainly in the case of the logo / mark. Thanks for replying to sampada’s comment.
Max, Aravind, Springleap,
Cheers for leaving your preference.
Jason,
I always use Adobe Illustrator when creating logos. You’ll find it’s the current industry standard.
Aaron, John, Jamie, Bhutan,
Again, thanks very much for commenting. Good of you to take the time.
Please I read the piece on logo design of the month. How do i join the forum/medium where i can also send in graphic logos for perusal and suggestion on its quality
Feel free to leave a web address here with your logo, or send me an email.
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.
David I just found the logo (the dragon) of this business in a free stock package, did you get it off the web?
Good to know you both favour the chosen design.
Jacob,
Upon presenting a few sketches, and two icons created in Illustrator, a third mark was eventually chosen and sent my way. I believe it was on offer to purchase, which of course isn’t ideal, as you know it’s not unique, but sometimes you have to go with specific preferences, regardless of the advice you give.
But does that mean that they don’t have copyright over their brand design?
I would have urged them to check the usage rights over the image because it’s rare for stock providers to pass on copyright to stock images, and that can be the case even if the image is free.
If the business doesn’t have copyright over that image, they don’t have a proper brand really. For instance how can they TM something one day if they want to, if they don’t own it?
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It was in a free stock package so I am not sure, where did they send you the logo from? Maybe it is a question to bring up to your readers? If I was a client I wouldn’t want a stock icon as my logo or mark, why would they pay you to design a logo and then use a stock icon. But I suppose if that is what they wanted.
The final design hasn’t yet been acted upon, unlike the Tender Dove logo I designed for the same client (the latter can be seen in the House of Fraser department store chain throughout the UK, which is great). There are other Tudor Bourn options created from scratch, and I’ll re-raise copyright concerns if / when this one’s moved forward. Thanks for commenting. :)
I just read on the disclaimer of the vector pack that “The vector art that you have just downloaded is for PERSONAL USE ONLY! [They had it in caps] These are not to be resold, or redistributed as your own. These are for educational purposes only and hopefully these vector illustrations will grow your knowledge and understanding on how to create vector art.”… so best not to let them go with it.
Jacob, aren’t you really helpful :)
Doesn’t it just highlight how useful a business blog can be once it has a good readership and comments like this one does.
Although I have to say, in one way I want this much feedback on my blogs, but on the other hand I fear it!
People criticising your work, pointing out issues and what not. I think it might start to stress me after a time, ha ha! :)
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Hi David, here it is… http://www.mediafire.com/?pjjyxfimmdu
Well you do learn from it Amanda so that is great. I can’t think how much I have learnt since I found out about blogs in November last year. So much! And all along I only thought blogs were personal journals.
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“People criticising your work, pointing out issues and what not. I think it might start to stress me after a time, ha ha! :)”
Amanda, I know what you mean. A blogger places thoughts out to the world, hoping readers appreciate the effort. When responding, making the decision to post in the comments or email direct can also be a part of that learning curve.
Obviously, I’m still learning ;-)
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Hosting a business blog can be incredibly helpful, for many reasons. Solar powered web hosting? Now that’s novel.
Jacob,
Thanks for the link. I extracted the .zip but couldn’t open your .eps file. Illustrator and Freehand gave me an invalid file format message. Still, I’ll ensure that if / when the Tudor Bourn logo goes to press it has the necessary copyright permissions.
Cat,
I agree, and online relationships can be strengthened using different communication methods. Liz Strauss is great at this, with the phenomenal number of bloggers she has talked to via Skype.
“Liz Strauss is great at this, with the phenomenal number of bloggers she has talked to via Skype.”
Absolutely. I use Skype constantly (well, when the connection isn’t cacca out here)
Liz is great. We chatted for awhile last year. It was right after I talked to a dear Texan friend. And as I’m one of those who take on accents without realising, I wasn’t surprised when she said, “you don’t sound like I imagined!”
Neither did she. It was like I was on one of those sexy online talk shows :-)
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Do you have CS3?
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A niche in the blogging market? ;)
Jacob, I have CS2. Maybe that’s it.
As you know, I’d have to compete with the Rissington Podcasts (the closest thing I’m aware of). But hey, it might just be fun ;-D
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