One of my biggest regrets during the Logo Design Love book project was being unable to feature every contributor. It had been necessary to set the book’s maximum page count back when the contract was signed, so it was impossible to tell just how much room there’d be for each contributor until the writing/editing was complete.

As a belated “thank you” to the graphic designers who helped, but who weren’t shown in the book, here’s a sample of work readers won’t have seen.

frut, by adamgf

Frut logo sketches

“I was approached to create a new logo and artwork for smoothie company, frut. I pitched two branding packages — one playful and energetic, the other classy and sophisticated — and was able to steer my client to the logo I thought best suited the fun and playful personality and vision. But the client wanted to mix and match artwork elements from both pitches, which I felt were incompatible.

“In this case, my favourite concept was chosen but was almost too risky for the company to take on. They felt better combining some safe options in the design. I battled to keep the brand strength from the outset, swallowed my pride on plenty of occasions and ultimately was able to convince the client to fully embrace the right logo for them.”

Frut logo design

Frut stationery design

Aeroplano, by NNSS

Aeroplano logo

The NNSS website. NNSS was previously featured on Logo Design Love.

Logo Review, by Sean Farrell

Logo Review sketches

“When the Logo Review company approached me to create a design, their main requirement was that the logo be effective and in the simplest form possible. I decided early on that a check mark would be included in the logo and initially went in the direction of an icon drawing a few sketches of check marks in a variety of different formats.

“Some of the icon sketches weren’t strong enough, so I took the direction of making a stronger logo type, trying to form a check mark out of a variety of letters until deciding upon the “v” as the perfect solution. I slivered off the top left part of the “v” and kerned the letters appropriately, making for a very simple but effective design.”

Logo Review

Br&ing, by Gareth Hardy

Branding logo concepts

“I was commissioned by a company that offered complete branding packages, everything from naming services to professional design solutions. The brief stated that the word “branding” had to be illustrated within the design.

“Branding is a means of visually communicating a message, so I thought about replacing one of the letters with a symbol. The ampersand effectively helped to further reduce the length of the name. Various versions of the wordmark were presented upon requests but all were eventually rejected. Luckily, another entrepreneur with a similar business model decided to purchase the identity, which was slightly refined even further.”

Branding logotype

Gareth Hardy was previously featured on Logo Design Love.

BEMBI, minimum, and Play, by Kliment Kalchev

BEMBI logo
BEMBI — Bulgarian concrete mixtures supplier.

minimum logo
minimum — design agency.

PLAY logo
PLAY — motion design studio.

Kliment Kalchev’s website.

Attack Concerts, by Kostadin Kostinadov

Attack Concerts logo sketches

Attack Concerts logo sketches

“Attack Concerts is a company organizing concerts in Russia and the eastern block. During the project I sank myself in the atmosphere of a live show as best as I could. As well as my usual methods of brainstorming, mind maps and trying to change my work location often, I also listened and watched a lot of live performances.

“I had a vision of a lonely microphone-stand under the spotlight, but with a nice twist — the whole shape was that of the letters A and C for Attack Concerts stacked over each other. Simple and elegant yet meaningful and smart. I quickly sketched it on one of the papers I had on my desk and later the same day started perfecting it on my computer.

“The idea was a product of a long work process, looking at hundreds of concert pictures and studying the possible shapes and letter combinations in the company name.

Note for the sketch of the final logo: I use different colored paper when sketching ideas in order to introduce some variety in my brainstorming process and to stimulate my mind.”

Attack Concerts business card

Forestal Caja Bancaria, by KYC

Forestal Caja Bancaria logo

Forestal Caja Bancaria logo

Forestal Caja Bancaria logo

The KYC website.

Select, by Tom Crawshaw

Select logo

Select stationery design

Tom Crawshaw’s website appears to be down, unfortunately.

Sickday, by YYES

Sickday logo

“Started as a one-woman business providing medical house calls throughout Manhattan, Sickday was growing to a point where it needed an identity that befitted its expanding market position and high-end market. Founder Naomi Friedman, herself one of the most compassionate and caring individuals you’d ever meet, recognized the need for a professional identity but didn’t want to lose sight of what makes the brand special: its uniquely personal touch.

“After literally hundreds of sketches and many, many discussions about what the brand represented to her and her clients, which includes Park Avenue celebrities as well as underprivileged children, the simple and elegant solution of a bandage folded into a heart emerged. It represents perfectly what the brand does: come directly to your home or office, diagnose common ailments, and put you back together again to continue your day, all with the care of a loving mother.”

Sickday logo

The YYES website.

A huge thanks to everyone who offered contributions.


May 6, 2010


Some really nice logos in there. The print graphics and print headline typeface choice for Frut remind me a lot of’s aesthetic – slab serif and green / teal watercolour splashes. I have to say I’m not so big a fan of minimum – it’s very difficult to read if you don’t have prior knowledge of what it says (much like I’m afraid my personal logo is – perhaps time for an update).

I love the frut logo. I think I will use that tip from Kostadin, use color paper to stimulate the mind… So when is the 2nd edition coming out?

Hi Jon, Victor, I’m not thinking about another edition right now (that’s most likely up to my publisher), and reckon a different book would be the better option (one that’s less geared towards the “beginner/intermediate” level). It’d be a much larger project, given my current level of experience, but one I think would be even more rewarding.

Ian, quite a change to your site design since my last visit. How are you liking the white on black?

Looks great. I really love the Sickday & Concert Attacks logos :) Great job! Every time I see the sketches I am reminded how pen and paper will always rule.

Thanks David – Really appreciate the shout out. The book turned out great and it’s awfully nice of you to feature some of the ones that didn’t get included.

Re: my site – it’s a really light grey on a really dark grey, so not quite as hard on the eyes as #fff on #000, but I know what you mean. If I was posting lengthy text on my blog (and if I was getting a lot of readers) I’d consider changing back to B on W.

As it stands though, I think it’s a lot more striking than my last layout, and I’ve had more compliments on it! I read a little article recently (post-redesign) that people perceive webpages to load faster if they have a dark background. I don’t know if there’s any truth in it, but it’d be nice if that was the case.

p.s. I like your new personal logotype and site layout :)

Hi D,

There are all good. Just love sick day and the bandage. That’s amazing clever and beautiful!

Look forward to the book.

the fearless branding rebel

Great to see some of these works mentioned here. I’m absolutely in love with the Attack Concerts logo…very smart solution. It’s interesting how he mentions using different colored papers when sketching to help inspire. P.S. Ordered my copy last night. :-)

Hi, nice to see my stuff and my friend Kliment’s logos here :)
Thanks David, and thank you for choosing me to be in your book too, even if I got cut at the last moment.

About the colored paper, there is no big deal guys. I just think that you should change things in your working environment to keep you from getting stuck on the same thoughts and ideas over and over again.

Some really interesting samples from your contributors David, it was especially good to see some of their sketches. As much as I like to see the final design, I find the ideas and processes they go through to get to that idea really fascinating. Do you have more that you intend to show?

Thanks, Ian. I’m definitely happier with the new layout, too.

Sean, Kostadin, no worries at all. It was great of you both to offer contributions.

Kevin, here’s hoping delivery doesn’t take too long, and if you get a chance, please do let me know what you think once the book’s read.

Paul, I do have some more that weren’t shown in print, and yes, they’ll most likely be shown at some point soon. Cheers.

Really loving how beautifully simple that Logoreview mark is. And it was fun seeing the designers’ sketches; I really enjoy looking at the process!

Great works, but the logo and the creative process for “Attack Concerts” just blew my mind off. That is one of the smartest solutions I have seen in a long time. Hats off.

When I see works like that one it gives me goose bumps.

Some really nice work there, I really like Aeroplano, that one is very clever.

Frut is in particular beautiful when in use on stationery etc. I also think Sickday is very clever, but would have liked to have seen a stronger colour, possibly a personal preference thing there though.

Thanks for showing these!

I was reading this post in Google Reader when I had to come over and remark about the LOGOREVIEW logo… looks way too much like LOGORE VIEW because of that V, and probably because they ran the word together.

But I also wanted to say that the minimum and PLAY logos are my favorite from this bunch. Frut is daring too, I like it.

The work behind the end result is one of the most interesting things to see for me. I’m a sucker for sketches. Frut and sickday logos are absolutely great. I love them and want to adopt them as my own! :)

‘Minimum’ should not be rubbing elbows with the other fine samples presented here. There is nothing ‘minimum’ about this design except its readability. I also think it is unoriginal and a degradation of the iconic San Francisco ‘MUNI’ mark designed by Landor.

The other designs all draw my eye, while this one seems out of place.

That’s a brilliant concept using the & in the word “branding.”
I was especially drawn to that logo, as I have a design series featuring the ampersand. You can see the whole collection in the gallery on my website.
Isn’t it frustrating that some of the cleverest designs and letter combinations cannot even be used in a url, such as the ampersand?
I’d like to know how the owner of “br&ing” writes out his domain name.
Thanks for the incredible eye candy. Superb logo design.

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