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The making of the Refinish Autolak logo

Overview   Process  

We start fantasizing.

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A brush-hand as a gentle stroke. A rainbow trail.

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Maybe combine the first two letters of the name in one? Nope, unconvincing. As for the stripes and the geometric abstraction, we’ll lay them aside for now.

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We can’t seem to let go of the gentle hand idea, stroking the car again.

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A can of paint, a sharp eye—it is surely interesting, but more about graffiti artists.

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Getting back to the stripes. It really is a nice approach. The paint covers the car and slowly runs down.

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Everything complex is made of simple and primitive things. Combining basic shapes into a symbol.

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Searching further.

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We get a new idea—a glare. It’s a perfect identifier of a freshly painted surface!

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Developing the idea, trying to neatly embed it into the letters.

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Putting the best designs together and presenting to the client.

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The client unequivocally chooses the one with the glare. Finalizing the logo.

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Deciding on the character of the letters.

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Yep, 70s style—just what we need!

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Making final adjustments. According to the brief, the logotype has to be in English, but the client asks us to add a Cyrillic version as well. No problem.

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Also, per the client’s request we replace the blue with cold black: continuity and all that.

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Polishing the logo a bit more—and it’s done.


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