• Graphic design
  • The making of the Dynamiq corporate identity

    Overview   Process  

    Receiving the task from the client:

    The logo has to consist of a symbol and a text. The text portion should read “Dynamiq” in English.

    It should be possible to easily use the text in various media: websites, crew uniforms, yachts interiors and exteriors, business documentation, advertising materials.

    The logo has to be sufficiently simple and recognizable, dynamic and modern.

    The logo will be used in yachts exteriors and interiors which is why the primary version should include a volumetric variant. The symbol will also be used without the text.

    Making the first attempt.

    dynamiq process 01

    Art director: Numbers 1 and 3 are interesting.

    Showing to the client.

    dynamiq process 02

    The client likes neither of them. Thinking further.

    dynamiq process 03

    Art director: Number 5. The rest look like mines or torpedoes which is bad.

    Showing to the client. The client says that the direction is absolutely wrong and that we have supplied too few variants. The logo has to feature the letter D and we should follow the brief more closely: the logo has to be modern, technologically advanced, dynamic and with hint of premium class.

    Inviting another designer to the project and generating ideas. Trying to mix the letters D and Q to achieve a more original shape, also trying to hint at IQ.

    dynamiq process 04
    dynamiq process 05
    dynamiq process 06

    The client chooses several of the designs and sends back the comments.

    dynamiq process 07

    Inviting the type designer and elaborating the designs.

    dynamiq process 07 02
    dynamiq process 08

    The client approves the concept.

    dynamiq process 09

    Working on the details of the logo, the type designer creates variants of the text design.

    dynamiq process 10
    dynamiq process 11
    dynamiq process 12

    Client: All we need is simply a typeface that is both strict and modern. The solution you presented evidently employs stylized elements. We would like to see alternatives that are close to the symbol but are less similar. You need to create variants in the similar style but without using the elements of the style or the symbol.

    dynamiq process 13

    The client chooses one of the designs but asks to add the text “Monaco” to it.

    dynamiq process 14

    Creating an additional style of the text with increased letter-spacing for use in smaller scales.

    dynamiq process 15

    The text should look good with increased letter-spacing, this version will be used on the stern. Reference images from the automotive world:

    dynamiq process 16

    Increasing the spacing:

    dynamiq process 17

    Now “Monaco” as well.

    dynamiq process 18

    Working on the shape and adding volume.

    dynamiq process 19

    Choosing the amount of volume for the text.

    dynamiq process 20

    Art director: The letter Q should be more legible on black background. Right now the tail almost can’t be seen.

    Trying to make the tail longer.

    dynamiq process 21

    Art director: It’s worse, now it looks like a magnifying glass.

    Trying the logo on a yacht.

    dynamiq process 22

    Client: As for placing the logo on the yacht (the volumetric version). Currently the bevel of the circle around the letter D and the text portion of the logo with the edge or facet in the center looks rather primitive and does not match the more interesting and fluid letter D. You need to be more careful with the volume.

    In the attached document we have illustrated the following:

    — There is a more elegant solution for the circle around the symbol which will allow to maintain its thickness and size relative to the letter D.
    — All surfaces in the circle and in the DYNAMIQ letters need to be smoother with softer edges.
    — The volume of the text needs a more elegant touch which would emphasize its complexity and modernity.

    We have also provided the examples of modern cars: Mercedes-Benz, Citroën DS and Fiat.

    While working on the volumetric solution of the text and the circle around D you need to draw inspiration from the automotive logos, not our illustration. The only reason we provided it was to demonstrate the existing capacity to make elements more interesting.

    dynamiq process 23

    Searching for proportions.

    dynamiq process 24

    Creating a 3D model and visualizing.

    dynamiq process new 01
    dynamiq process new 02

    Drawing a monochrome and a small-scale versions of the logo.

    dynamiq process 27

    The client asks to create a variant of the circle with a uniform edge. And to change the letter A in the text. And to remove the black filling in the design with the circle against white background.

    Making the changes.

    dynamiq process 29

    The client approves the logo.

    Creating a gradient mesh that would allow to create more accurate reflections and print the chrome logo in any scale.

    dynamiq process 30

    Sending the guide for typesetting and inviting the illustrator to join the effort.

    Looking at the client references for the pattern. Trying to build it based on the logo.

    dynamiq process 31

    The art director chooses the bottom right design.

    Simultaneously inviting another designer who creates “real-life” pictures featuring the logo.

    dynamiq process 32

    Beginning to typeset the guide.

    Starting with business cards, piling up ideas.

    dynamiq process 37

    Simultaneously searching for a suitable corporate typeface.

    dynamiq process 38

    Choosing Europe Ext as it matches the text portion of the logo best of all.

    Creating new business card designs using the new typeface.

    dynamiq process 39

    Choosing one of the business card templates. The monotonous layout doesn’t look good.

    Looking for an additional typeface.

    dynamiq process 40

    Creating final versions of business cards with white and black backgrounds.

    dynamiq process 41

    Simultaneously working on letterheads, envelopes and folders.

    dynamiq process 42

    Choosing the designs: a white envelope for mailings and a black one for internal communication.

    dynamiq process 43

    Creating a template for the first and the following pages of the letterhead.

    Starting to work on the folders.

    dynamiq process 44

    The art director chooses the design with the cutout. Adding an internal flap with a cutout in the shape of the unique Dynamiq yacht bow.

    While typesetting the corporate identity, we realize that the pattern looks like chain mail. Mail and yachts don’t mix, moving on.

    The illustrator tries to construct the pattern of circles and slanted elements of the logo.

    dynamiq process 33

    Art director: Too much Art Deco.

    Yachts... It would be great to make a pattern using boat trails. But it also has to be strict. Getting this.

    dynamiq process 34

    Art director: Too brutal, it almost looks like a fence.

    Well, that’s hard to argue with.

    At this time the manager shows yacht projects to the illustrator. Turns out, all of them have an unusual profile of the bow which is an original invention of the company. The illustrator connects yacht profiles together.

    dynamiq process 35

    It has to be simple, with no hints of any style except classics.

    dynamiq process 36

    Art director: Let’s show it to them.

    The client likes the result but asks to correct the shape of the bow.

    Making changes, creating the pattern module and looking at how it behaves on different surfaces.

    Recreating all the corporate documentation with the new pattern.

    dynamiq process 45
    dynamiq process 46

    Showing the results to the chief typesetter and the art director. Everything is OK.

    Creating additional elements of the corporate identity: letters and digits for yacht series and type names.

    dynamiq process 47
    dynamiq process 48
    dynamiq process 49

    The art director doesn’t like the style of the digits. Drawing new ones. Trying them side by side with letters.

    dynamiq process 50
    dynamiq process 51

    The client asks to make all letters and digits wider.

    dynamiq process 52
    dynamiq process 53

    Preparing the brand book and sending it to the client.


    Order a design...