The making of logo and visual identity for UDS

Overview   Process  

Searching for metaphors.

The bear idea seems nice. Working on it further, turning it into a bear shape made up of road curves.

Trying it on different surfaces.

At the same time, we get an idea of a very simple logo: two roads that make up the letter “U”.

Trying to see how it will look like in real life.

Taking a trip to Novy Urengoy, showing both versions to the client. He likes the more abstract, functional version. The client wants to retain consistency with the current company logo. We make it our new direction.

Working on two more strictly functional versions. Showing it to the client; he doesn’t like it.

Thinking about other options.

Showing it to the client again. He is feeling the bear. Two weeks later the values were reconsidered​​, the bear fell out of favor, and we started again from scratch.

Adding another designer to the project. Looking for metaphors...

Choosing the best options, preparing the presentation. Showing it to the client.

Client: We think you hit it on the nail with the North Star concept. Really, we immediately liked that logo, and it left a lasting impression on us. It looks great from every angle :) Thanks!

Working on the lettering part, the size ratio of the sign and the text, overall scale.

Showing the logo in real life applications.

Everyone likes it. Continuing in that direction.

Thinking about stationery design. Working on metaphors for visual identity—cross section of soil, tire tread, pavement markings, layers of asphalt...

The client asks to get rid of yellow, simplify the concept, and reduce the number of ornaments and patterns.

Trying to make it more formal and reserved.

The customer picks version with “the curves.” Making a complete set of stationery.

Proposing to make the construction project sign in vertical format; convincing the client that vertical lines are visually “stronger” than horizontal ones (upward movement). Vertical lines will also look good in open spaces. In vertical format the sign is just as informative, and the information is more easy to comprehended (since line length is reduced). On the second attempt, the client accepts our proposal.

Coming up with some ideas for the advertising billboard.

The client is not “feeling it.”

In order to “spice up” the layout, making up a new company slogan.


Starting to work on the uniforms. The workers have three sets of uniforms—for winter, spring/fall, and summer. The style should go with everything. Proposing to use patches and tags.

Client: Customization doesn’t seem too impressive.

Taking a more radical approach.


Time to work on the construction equipment. Carefully adding the logo.

Repainting the fleet in corporate turquoise.

Overkill. The client asks for a more viable solution. Studying examples from international companies: discreet, modest, and neat. And that’s exactly what do.

Everything is finished. Compiling all elements into a thick style guide.

© 1995–2018 Art. Lebedev Studio