The making of the Delovye Linii corporate identity

Testing the waters, collecting first ideas.

Picking the most promising variants and showing them to the client. He makes his choice.

Developing the idea.

Eventually this variant got rejected. We got an additional requirement—to preserve the heredity.

Making new sketches using the original metaphor.

Attempting to rhyme the sign’s shape.

Finding other solutions.

Winging the logo.

Adding dynamics.

Working on lines.

Finally getting what we need and even more. Coming up with a new superlogo that we will not yet reveal. At the client’s request, ending up with an in-between variant.

Thinking on the trucks’ design.

A package? An envelope? A box?

Nope. Finding the right pattern.