Evolution of a Brand (HerzogStudio)

In 2006, I started consulting and needed a corporate identity that matched the direction I was going for. The focus of the corporate identity was to emphasis an “All in one marketing solutions”. The two influences I was targeting was yin-yang and element imagery. Below was the two main branding directions I wanted.

iteration1logos

To evaluate the branding efforts I enlisted my friends, family, and business clients that had close relationships with. After showing them both branding directions, it became apparent that the variation below was the best fit what I was looking for.

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The main feedback I got from the yin-yang variation of the logo was dislike of the outlines on the logo.

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After taking out the outlines and cleaning up the logo, my next step was adding my company’s name. The font I chose has always been a favorite of mine and fit an artistic feel I wanted for the text. The font is called “Colors of Autumn”. Below was two different variations that I liked the best.

iteration3logos

I then sent out the two variations of text placement out to the same group of friends, family, and clients I chose for the original feedback. The result was having the text below the logo, which I liked because of the tendency for people to focus on the logo itself. I decided to try the completed logo with both a white and black background.

finalblackandwhite

I chose to focus most of my branding with the black background, to me the logo pops out more with the black background. Below is a sample of the finished corporate identity. I varied the design depending on the scenario.

herzogstudio_corp_id

In 2013, I decided to change the corporate identity as well as the name. The main reason for the change is because another company had a very close name to mine even though they were a music recording studio. For this new corporate identity, I changed the emphasis to a detail-orientated design with a classical style. Below were the two main designs I worked on.

hmiteration1

Once I competed the two designs, I sent them out to friends, family, and close clients. The feedback I received was very useful in deciding which direction to take. I picked the logo below due to varied options I could take for branding purposes while still portraying the original emphasis.

main-logo

Below are some samples of the branding I integrated with the logo design. One of cooler things I did with this brand is the business cards. I used Moo.com for printing the business cards and due to some of their capabilities I was able to have four different designs on the back of the business card.

final-mockup

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