• Graphic design
  • Refinish Autolak
  • Logo   Website   Spectrophotometer  

    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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