The making of the Dragtimes logo and corporate identity

Overview• ProcessReal Life

Looking at the photos taken at events organized by Dragtimes. Studying how the previous corporate identity was used, internalizing the racing aesthetics.

dragtimes process 01

Circling around the old logo.

dragtimes process 02

Trying flexible graphic ideas inspired by racing and sports. They will later be used to create a scalable corporate identity.

dragtimes process 03

Thinking some more. Dragtimes organizes many automotive events that have their own styles and logos. It would be great to create a simple solid logo that wouldn’t draw over too much attention.

dragtimes process 04

Choosing two promising designs with the art director, recreating them in vector and trying on different objects.

dragtimes process 05

The artistic director votes for the wings. Preparing the presentation.

dragtimes process 06

The client approves the concept.

Starting to work on the corporate style elements. We need to create a basic set (business cards, letterheads, envelopes) as well as clothes: shirts, hoodies, t-shirts and caps.

Exploring two directions at the same time. One of the designers draws an aggressive industrial style in which a hard geometric logo is contrasted against expressive colored shapes. Any objects can be easily spray-painted to become branded.

dragtimes process 07

The second designer creates a more reserved style based on the symbol’s geometry.

dragtimes process 08

Inviting the type designer to work on the text portion of the logo. We want a geometric grotesque face with accents that would rhyme with the symbol.

dragtimes process 09

Designer: The result is smooth and gentle. What if we try it a bit more harsh and sharp? It’s mostly men’s business, anyway.

Type designer: How about this?

dragtimes process 10

Designer: It lacks character. How about we make it more of a display face with harder apexes? The D in the first design had an interesting serif that rhymed with the symbol. Something like that?

Type designer:

dragtimes process 11

Designer: The r, i and m look Chinese now and the text is too playful. Looks like the good old PT Sans, only slightly skewed. Let’s try to make it more strict, geometric, monumental, as if it was cut in stone.

Type designer: A totally different idea, then.

dragtimes process 12

Almost there. Adding a bit more character and it’s OK.

dragtimes process 13

Continuing the search for the style. Trying different approaches.

dragtimes process 14

Art director: The colored smoke is cool, but too funky. Let’s develop the one with the diagonal grid.

Tying the logo to the grid. Inserting pictures into diagonal modules. Coming up with volumetric letters for additional graphic elements.

dragtimes process 15

Assembling a presentation and showing to the client.

dragtimes process 16

The client approves the latter approach. All the pieces look good on their own but the rules for using the symbol and the text are still unclear.

Starting to work on the final versions. Polishing the logo and the text.

dragtimes process 17

Evolution of the logo from sketch to the final version.

Working on the corporate documentation.

dragtimes process 19

Formalizing rules for the use of elements of the corporate identity.

dragtimes process 20

Creating two variants of the monochrome versions, for dark and light backgrounds. Making sure the light always falls from the top.

dragtimes process 21

Modeling the 3D version of the logo.

dragtimes process 22

Testing it in real life.

dragtimes process 23

Wearing the branded cap and armed by the rules, dispelling client’s final doubts and getting the final approval for the logo. The question with branded clothing remains open. The client asks to make it brighter.

Meanwhile, new tasks come in: we need to develop a corporate pattern and souvenir products. Inviting another designer to join the project.

The second designer makes first attempts at the pattern.

dragtimes process new 01

Art director: Let’s develop the latter ones. Only right now they look more like kids room wallpaper.

dragtimes process new 02 01

Art director: That’s OK.

Immediately trying the pattern on various objects.

dragtimes process new 02 02

And another design.

dragtimes process new 03

Moving on to the uniforms.

dragtimes process new 04 01

Some ideas make it on to other media.

dragtimes process new 04 02
dragtimes process new 05

The first designer sends over old sketches with a texture-filled logo.

dragtimes process new 06 01

Bringing the logo to life.

dragtimes process new 06 02

Putting all ideas together for presentation to the client.

dragtimes process new 06 04

Meanwhile, it’s time to make final decision about the stickers. After several failed attempts, the designer approaches them from a different angle.

dragtimes process new 07 01 0

Art director: The last three ones are OK.

dragtimes process new 07 02

Art director: What’s that Word Art at the end?

dragtimes process new 07 03

Much better.

Moving on to laptops. We have an idea to make it with a stereo effect.

dragtimes process new 08 01
dragtimes process new 08 1

Art director: The idea is OK, but in reality the transition stages won’t be as clear-cut. Try something else.

dragtimes process new 08 02

Art director: The one with the blur is OK. Also, let’s add a carbon print, too.

dragtimes process new 08 4
dragtimes process new 08 03

An idea comes in from the States.

dragtimes process new 08 05

Sticker bombing.

dragtimes process new 08 06

Suggesting to create a set of stickers and let users do the bombing themselves.

dragtimes process new 08 07

Getting a new pattern from the illustrator, trying it on the media and showing everything altogether.

dragtimes process new 09

Another miss. But we seem to have reached a decision regarding souvenir products. Preparing mock-ups for printing the pilot t-shirt sample.

dragtimes process new 10 01

While it is being printed, coming up with color schemes for different categories:

dragtimes process new 10 02

Looking at the sample, drawing conclusions.

dragtimes process new 10 03

Adjusting the shape and dimensions of the print, correcting the text on the back, choosing the colors for shoulder patches and getting the t-shirts printed.

dragtimes process new 10 04

Preparing bags of various sizes for printing.

dragtimes process new 11

Going back to the stickers. Another idea comes from the States.

dragtimes process new 12 01

Developing it.

dragtimes process new 12 02

The client likes it. Asking the type designer to help with the shape of the letters.

dragtimes process new 12 03

Going back to laptops.

dragtimes process new 13 01

Art director: You shouldn’t draw a button that can’t be pressed. The second one is OK, but replace the dragster with a stock car.

Making the changes. Adding another design with the logo on the corporate pattern and showing to the client.

dragtimes process new 13 02 01
dragtimes process new 13 02 02

The client goes with the most laconic design.

dragtimes process new 14 01

Receiving the new pattern from the type designer. Choosing colors, trying it on the boxes and demonstrating to the client.

The client is happy. Adding gradient coloring and preparing the pattern for real life.

dragtimes process new 14 02
dragtimes process 31

Handing over the final versions and preparing the announcement.

dragtimes process 30