Identity Catalog Website

The making of the Spetskabel logo and corporate identity

Overview• Process

We need to develop a logo and a corporate identity for Spetskabel Research and Production Enterprise.

Studying the current logo.

spetskabel process old logo

Looking at the competition.

spetskabel process ref

The first attempt.

spetskabel process concept1

The artistic director immediately kills the idea: “Looks like a guy in a sleeping bag.”

Continuing to think.

spetskabel process concept2

An idea with a cathode and anode comes up.

spetskabel process concept3

Nope. Changing the angle.

spetskabel process concept4

Still no go.

Another idea is a play on the letter С and a cable section in perspective.

spetskabel process concept5

Trying a couple more designs.

spetskabel process concept6

The client likes the volumetric design. Working on proportions and the color scheme.

spetskabel process 01
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Trying it on a letterhead.

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Also trying the black and white and cherry colors.

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Meanwhile, the type designer is busy creating the text. We need to make sure the first letter resembles the sign, which means it has to be round and with chopped terminals. The text itself has to be strict and weighty. The first attempt doesn’t look stable enough.

spetskabel process 05

The difficulty is to match the round geometric grotesque С with a dense text with no holes. Adding more weight. Searching for rhymes in the terminals.

spetskabel process type 02

The client wants the English version of the name to be in camel case.

spetskabel process type 03

Drawing stable and heavy а and р. The result is too thick and unreadable.

spetskabel process type 04

Making the text lighter.

spetskabel process type 05

Deciding to go with the cherry-colored jacket, choosing the length, width and number of layers.

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The client approves the logo.

Sending designers on a quest to find the concept of the corporate identity.

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Getting the client’s approval for the version with large elements of the logo.

Finalizing proportions and the contrast.

spetskabel process 12

Trying the concept on various objects, searching for pleasant details.

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Settling on the monochrome version of the logo.

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Typesetting the guide.

spetskabel process 17