In the first post we looked at the need to understand your client’s business before you can design their identity. In this post we’ll look at the design process itself for Field and Stone.
Field and Stone are Ramsgate property investors and developers. Although the people behind the company have been working in this field for many years, the company is a relatively new one. They needed to come across as established and credible, with an identity that was restrained and refined.
In the client questionnaire, Field and Stone highlighted certain adjectives as important to their brand, including ‘established’, ‘professional’ and ‘reliable’. As a result, we decided to create an identity using a typographical logo, with no imagery. This meant that colour and typeface were crucial and the ampersand would become the graphical interest.
Which ampersand is best?
As the logo would appear on a number of different items, including the website, letterheads and business cards, we worked up a number of visuals to get a feel for how the logo would look and to make sure we wouldn’t encounter any nasty surprises down the line.
I’ve attached some of these visuals below to give you a feel for how much work can go into a design and often how laborious this can be. I mentioned in the last post that people make the mistake of thinking that design is something that just happens. Hopefully over these two posts, I’ve demonstrated the level of effort that goes into producing that appearance of effortlessness.
No stone left unturned