The making of Adangard Direct logo

Early attempts.

Art director proposes two basic ideas.

The client chooses the modernist approach based on stability of an arrow.

Developing it further and giving it to the type designer.

Art director: We have to draw the letters similar to Helvetica, but more open and with a modern feel.

Working on the Russian version of the logo.

Thinking about the proper use of the logo with the modular grid.

Developing the horizontal pattern idea for corporate gifts. Testing how the symbol might look on official documents.

Finishing up the style guide.