I was approach by Dynamic Workspaces, Inc to design a logo for their office co-working space in Akron Ohio. I conducted an interview with their owner and talked about what kind of customers they serve and what kind of impression they want their customers to have of them.
I began to experiment with ways of connecting the “d” and “w” of Dynamic Workspaces together to see what I might find. The logo was to look clean and modern as that is what they wanted their customers to see them as. The more stylized DW in the lower left was harder to recognize but I caught a shape that I liked and brought it into another iteration.
I created these diamond shapes and added some colors that I found using Adobe’s Kuler tool so that I could differentiate the “D” from the “W”. I found an overlap of the shapes similar to what I did with the original iterations. Adding a tone variation to the blocks gave it more of a feel representing a dynamic configuration which parallels what the customer does with their co-working workspaces. In the bottom right I added a white space between the blocks to give more contrast but I didn’t like that.
I took the diamond logo and combined it with a font that I felt paired well with it. I centered on this background to show the client and I felt like I had hit the mark. It is bright, it is clean and it doesn’t look like any of their competitions in the area.
I also provided a variation of the logo with even more shapes and shape which I thought made it stand out even more. After presenting the client with these options he was thrilled and chose to go with the variation that has less shapes because we both agreed it might present more of a challenge with their printed advertisements.