The making of the logos for the Workplace network

Thinking about what Workplace might look like.

Looking from different angles.

Designer: Playing with Rorschach inkblots. Self-organization as a personality test.

Art director: http://www.artlebedev.com/mandership/157/

Trying to play with space.

Designer: How about “assembling” the interior? A construction kit for various functions of the space.

Demonstrating to the client.

The client asks us not to attach to physical space, but rather show Workplace as an idea.

Looking further.

Designer: Moving on to abstractions. Key advantages as displayed as symbols and how they come together in a single space.

Art director: The only good one is where three lines cross together. The rest is crap. Nursery-school level, especially the little eye.

Trying to use a geometric approach to show the multitude of possible combinations.

The client wants the logo to reflect the Workspace line of business.

Looking for a new image over again: everything about work, a meeting place for special people, superpowers of talented professionals, crafts and tools.

Showing the new concepts.

Designer: What if we apply the very first idea we had to a character? A self-assembling hero.

Art director: Good.

The client objects saying that masters working at Workplace are already accomplished professionals.

Trying a selection approach.

Designer: Let’s crossbreed characters and craft tools.

The client has one final look over all the alternatives and settles on the last concept.

Assembling all the good stuff in the main version of the logo.

Now it’s down to the illustrator. Looking for the best level of detail.

Rendering the type, creating additional craft-specific variants of the logo, as well as a simplified version.

Putting it all together, and it’s done. Piece of cake.