"a minimalist identity for a simple yet friendly company"
The idea for the pathos Project came naturally after watching a documentary on the ‘minimisation’ movement and this inspired me to use a technique of minimalist logo design that is something that has dropped in and out of the spotlight in recent times. This mock up project was a warm up/preparation exercise that helped me to fine tune my skills in case a real world minimalist project dropped onto my lap in the future.
Funnily enough, minimalist logos are actually the hardest.. why? Because you are potentially compressing the companies value and reputation into a simple, yet effective logo. So above you can see the shop sign for the outdoor outfitters and how the logo stands out without overusing colours and shapes. The 2 pine trees represent the owners of the company and symbolises the companies growth. And rather than shoving in a masculine mountain icon, the trees shadow the friendly nature of the partners but also highlights the eco-friendly drive of their vision with recycled materials used in their clothing line. You see.. all that in two trees and a logotype!
Notice the horizontal element in the ‘T’ of the logotype, this simple stroke took a few iterations would you believe. I tried distorting, pulling, stretching the p and t before settling on this and this itself is homage to the importance of ‘recycling’ the tree into the t.
