Logo   Pattern  

1.0   2.0  

The making of the Stoloto logo 2.0

Overview   Process  

We start by trying to understand the shortcomings of the current version of the logo and seeing what needs to be fixed. The text is too dense, the graphics becomes illegible in small scale. Starting the search.

stoloto logo2 process 01

Checking the findings in real-life situations.

stoloto logo2 process 02

Art director: The name is too small, it can be barely seen next to competitors’ logos. You need to make it larger.

stoloto logo2 process 03

Art director: Not drastic enough. How about in two lines?

stoloto logo2 process 04

Also trying a more active color.

stoloto logo2 process 04a

Time to show the results to the client. Preparing a presentation.

stoloto logo2 process 05

Getting the response and continuing to work on details. What if the little man is even more happy to have won?

stoloto logo2 process 06

We can try both more and less dense text.

stoloto logo2 process 07

The extremely excited little man is not OK. We just need to work on the one we have.

stoloto logo2 process 08

We also need to play with the text elements.

stoloto logo2 process 09

If the client ever wanted a full drawing, what would it look like?

stoloto logo2 process 12

Getting back to the fitting room and checking out how the logo looks on business cards, on a website and next to other logos.

stoloto logo2 process 13

Asking the type designer to draw a nice text. Experimenting with stroke width, spacing and shapes.

stoloto logo2 process 14

The client doesn’t like the geometric character of the letters. All right, we’ll keep it in mind.

Now for the color. Blue is desirable, but we’ll try to make it heavier, like royal blue.

stoloto logo2 process 15
stoloto logo2 process 15a

It looks like we’ll need more festive versions: volume, light gradients, glare.

stoloto logo2 process 16

It seems the set is complete.

stoloto logo2 process 17

Making some more changes based on the client’s wishes and explaining how to use the logo in the brand book.


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