A request came in today from Facebook for a logo for a Ravi Laicer real estate and construction company.
All the introductions fit into one sentence: use the letters "RLRC" in combination with a construction image in a silver and gray color scheme. A request for more information to get a feel for what is or should be behind the brand was ignored.
We don’t usually take on projects that don’t make sense. It’s silly to expect a cool result from some combination of letters with no idea behind them. A brand is a set of emotions that evoke any contact with a company and, first and foremost, they should be evoked by the logo.
This time we decided to make an exception. Despite the unclear e-mail address from which the request came, as well as the fact that a search for the name yielded someone’s variant on Deviantart. It’s clear that with maximum probability it’s a scam or a freeloader, but why not practice a really fast design. Besides, no one will dictate terms to us.
For starters, the set of letters is unclear, the "E" of "estate" is missing, should be RLREC, but okay.
In the course of work, we consider many ideas, but we show only one of them to the customer, brought to the final stage of development. This time, let it be two half-cleaned concepts, which, in any case, do not qualify for a prize, because a picture without an idea is just a semi-random set of pixels. And we do not know the company’s values, its strengths, the peculiarities of work, …
We decided to elaborate the idea a bit. Real estate is square meters and bricks (it is clear that there is construction without them, this metaphor is okay). Hence the shapes: strong and stable square and rectangle.
The first concept is a stylized brick with "r" and "l" forming it, successfully becoming mirror images of each other:
The second is a consequence of muscle memory that has preserved motor skills from the last work on the kosher sign. "Fingerprint" reflects uniqueness. Here all four letters have found their place, successfully forming the square:
Of course, there are no houses and hammers in the logo, and from the descriptor, divided into two blocks, we immediately removed the superfluous "and" and "company", spoiling the composition.
Both versions are easy to read in any color and size, look cool on paper and can easily be turned into stencils for applying to objects with paint.
It would certainly be interesting to continue the work by developing the full identity. For now we publish the result, making legally significant molds for a potential ban on use by anyone and especially by the customer without payment.
By the way, sometimes we do express projects and consult on branding and marketing issues completely free of charge. But honesty and respect should be mutual.