• Graphic design
  • The making of the Stone Edge Capital logo

    Overview• Process

    Making the first sketches.

    stedcap process 01

    Developing promising ideas.

    stedcap process 02
    stedcap process 03
    stedcap process 04

    The art director provides feedback.

    stedcap process 05

    A different designer creates another idea.

    stedcap process 06

    Continuing the search.

    stedcap process 07

    Art director: This one might be OK, but it’s all about falling and shadow markets.

    stedcap process 08

    More ideas.

    stedcap process 09

    The designer attempts to incorporate animal images.

    stedcap process 10

    Choosing the red color for the logo and preparing a presentation with all ideas.

    stedcap process 11

    Working on the shape of the bull and the bear.

    stedcap process 12
    stedcap process 13
    stedcap process 14

    Inviting a new designer to draw the sign.

    stedcap process 20
    stedcap process 21

    Preparing a presentation.

    stedcap process 26

    The first designer continues the search.

    stedcap process 16
    stedcap process 17
    stedcap process 18

    Returning to the Fraktur idea.

    stedcap process 19

    Client: There’s a small detail we’d like you to work on: the bear’s ears! They really look like mouse ears to us :)

    Designer: Maybe we can just make them smaller, so the proportions would be more bear-like? In real life, bear ears and mouse ears are quite similar in shape (slightly elongated). In our case I think the problem is in the overall Mickey Mouse style.

    stedcap process 27

    Client: Nope, these are still not the ears we need.

    Designer: You can see the bear’s head in variants 5 and 7 as I think the problem is more with the head than the shape of the ears.

    stedcap process 28

    The client replies that they like number 7 the most. However, it seems that the ears have moved slightly back, while they should be closer to the head.

    In number 1 the client liked that the bear and bull heads were drawn in equal detail.

    Meanwhile, the type designer sends in the first letters.

    stedcap process 29

    Art director: Too Medieval, in my opinion. Look at the today’s logos.

    stedcap process 30

    Type designer: There you go.

    stedcap process 31

    Drawing the final version of the logo.

    stedcap process 32 1
    stedcap process 32 2

    Art director: Cool.

    Although let’s discuss this hump.

    stedcap process 33

    Designer:

    stedcap process 34 1
    stedcap process 34 2

    The client asks to go back to the first design of the sign.

    stedcap process 35

    The client approves the logo.

    Subtly adjusting the logo to change everything and nothing.

    stedcap process 36

    Preparing the announcement.