• Graphic design
  • TurkStream
  • The making of the TurkStream logo and corporate identity

    Overview
    Process


    Making the first attempts.

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    Art director: Some of them are OK, keep trying.

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    Assembling a presentation: the client wants to see the direction we have chosen.

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    Continuing to think. Developing what we already have.

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    A few new variants are born.

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    Choosing the best and preparing another presentation.

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    The client chooses the monogram design and gives feedback.

    Starting to search for the style of the monogram.

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    Choosing best options.

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    Polishing.

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    The client asks to come up with another design featuring a flame so that the Turkish partners would have a better choice.

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    Art director: The triangle at the base of the flame is really poor.

    Replacing the triangle and working on the text.

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    Choosing two designs, preparing a presentation.

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    Receiving comments.

    The monogram design came to life quickly, putting it away for now.

    Searching for the shape of the flames. Trying various levels of “Turkishness.”

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    Preparing yet another presentation.

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    Receiving feedback. Working on two variants of the logo. Waiting for one of them to win.

    No problems with the flame: bending the base slightly and making the flame itself look more oriental.

    Starting to work on the monogram. Trying various outline options.

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    Deciding not to use an outline at all.

    Moving on to the text.

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    The type designer makes a couple of versions of the monogram.

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    The designer thinks the sign has to be more geometric, which would make the monogram stronger and easier to read.

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    Going back to the outline per the client’s request. Also returning the slant of the monogram. It looks more balanced in a circle.

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    Ultimately, the monogram wins.

    Now for the most important part: the small details. Making a stencil version.

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    Assembling micro guidelines on using the logo for a gas conference.

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    Starting to work on the corporate identity. Generating ideas.

    Suggesting to make business cards out of metal or plastic.

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    Proposing to use vector illustrations that can change every year on letters and envelopes.

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    Art director: What’s bad is that if you have like seven envelopes in front of you, it will get boring really fast.

    Thinking some more.

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    Business cards have to be more reserved.

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    Art director: Pictures on the back turn everything into a cartoon.

    Trying a different approach.

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    Sending to the client.

    The client says that letterheads should have specific fields. As for the business cards, there should be no back side at all.

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    Business cards and the letterhead should be even more reserved, the red color is too bright. We also need European windowed envelopes.

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    Suggesting to design a folder in the style of advertising materials.

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    Art director: Doesn’t look very balanced.

    What if we make it entirely blue?

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    Art director: This looks better. The white one is better than the blue one. Pictures in circles don’t look good.

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    Art director: This device is the weakest picture of all. Can you use something different?

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    The client asks to use an image similar to the one that was seen during the website development.

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    Finalizing the picture.

    Typesetting the style guide, making changes, rendering the English and the Russian versions.

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