I worked on this project a couple of months back and I was pondering blogging about it. The reason being that I didn’t do the final design. Obviously, I decided to show this project now anyway as the development was still fun and satisfying.
The wonderful people at BTL needed a “brand evolution”, feeling that their logo was too “static”, a bit outdated and didn’t appropriately reflect the agency, its brand personality and what it does. With over 25 years of experience on their shoulders, the brand is one of the pioneers of below the line communications (hence the short cut BTL) and is well established as a known mark. To conserve the brand recognition, this job was labelled as a brand evolution, not revolution.
Here’s the outcome, which wasn’t finalised by me:
See it in action here: www.btl.co.nz
I don’t want to go too deep into the development, let me just quickly explain one of the challenges: the agency consists of several divisions and while they all operate under the hero BTL, they also act independently and required to be represented as a separate entity as well. Additionally, there is one tagline that accompanies the master brand and each division logo. Here’s one of the proposed solutions:
Showing all my approaches in the brand evolution process plus iterations would blow the scope of a blog post. A few solutions are in the banner already, here are some more additions:
After 2 change requests, we nailed it down to a round shape. This is one of the last presented designs:
I assume because of time issues, the final part of the job was done inhouse. I would have loved to finish it though as this otherwise exciting and fun job leaves a slight sour taste in my mouth. And I would have loved to update the portfolio section of this site, which simply doesn’t seem right now.