Introduction
The challenge was to do a logo exploration for a car service company called Vic City Limo. This is a small New York-based company who’s existing logo is outdated and was often confused for a fashion brand based on its serif font treatment. The company provides black car and limousine transportation as well as concierge services for its higher-end and corporate clients. The qualities these clients value most in a car service are reliability, thoughtfullness, and knowledge.
An important aspect of this design was to clearly define the company’s brand values, personality, and voice. When designing the logo with these keywords in mind the goal would be to elicit a positive emotional response from its clients.
Tools
Pencil sketching, Adobe Illustrator, Adobe Photoshop
Concept & Process
For this logo design, I wanted to explore a range of concepts that could appeal to the wide range of clients that would use this car service. I abstracted common images such as cars, and cityscapes, a compass, and location marker icons. I started off with pencil sketching making sure to use a balance of both typography and iconography.
From the pencil sketching, I selected the designs that had the most potential and began the process of digitizing the sketches.
Direction 1 - City Savvy
An important quality that the Vic City Limo client wants is knowledgeable drivers that know the city.
Direction 2 - Bold & Strong
Another value that the brand identifies with is to exude strength both in character and physicality.
Direction 3 - Thoughtful
Vic City Limo wants its clients to know that it is prepared and is always thinking one step ahead.
Direction 4 - Reliable
The clients have must be able to count Vic City Limo to get them to and from the airport to important meetings often in tight timeframes.