OBJECTIVE

To replace the existing ABS Consultant logo, with a more striking formulae that have sustainability and presence amongst the other internationally, recognizable, financial institutions.

BRIEF

To create a logo that perpetuates a sense of presence and trust. The logo must be dynamic and manageable on all multi-media platforms. The logo will function as a tool for branding the company’s presence amongst its peers.

APPROACH

I have conceived a logo that articulates structure and has symbolic essence. The identity of the ABS logo raises its caliber against its peers by presenting the industry with an insignia of trust, strength, experience, and the ability to react in agile markets.

OUTCOME

I truly believe, on entering the competition, I had the best and simplest idea for a logo that would provoke the intellect of the viewer into believing the symbolic concept behind the design. I also believe that this relatively simple logo can withstand the test of time and evolve in a dynamic and global economy. This was the mantra and concept behind my presentation that caught the eyes of the directors.

I also made a hypothetical poster playing on repetition. The Poster, ‘Powered by numbers’, uses repetition as a psychological strategy for embedding an identity. Like advertising, the more times a brand is seen and recognized, the more it is trusted.

FIRST PRESENTATION

INITIAL DESIGN

Figure 1.1

This contorted logo was selected as a finalist in the first round of the competition.

The 3 circles represent a metaphor for power and technology. The positive, neutral, and earth wires epitomize the power of connectivity intrinsic to the world of high-speed, computerised technology. Fundamentally, programming in banking, and the power to make quick, decisive, mathematical assessments, for future hedge fund investments, give the company sustainability and an edge.

Here, ‘abs’ is seen as pliable and uncomplicated. The ‘abs’ is subliminally twisted around 3 cables creating a recognizable and intelligent logo for the Banking and Investment industry.

FINAL PRESENTATION

FIRST VARIATION

Figure 2.1

This logo has been created for the company’s general use.  A logo’s design needs to be dynamic as possible to create a sense of sustainability without compromising the company’s philosophy. In this variation, the logo is free of restriction and resonates with true dynamism.

Figure 2.2

The S of ABS lies across the A and B to create a binding managerial relationship.

Figure 2.3

The S of ABS is elevated high above the A and B to imply a metaphor of authority, goodwill, and prosperity.

SECOND VARIATION

Figure 3.1

This logo has been created in two tones with the S embossed, making ABS a more tangible, true-to-life experience.

Figure 3.2

The S of ABS floats across the A and B to imply a binding managerial relationship built on experience and trust.

Figure 3.3

The A of ABS is elevated above the B, and the S is floating to the right to imply a metaphor as an authority in creative investment and stability in growth.

THIRD VARIATION

Figure 4.1

This logo has been created in a monotone white so that it can be utilized for corporate-sponsored events.

Figure 4.2

The S of ABS floats across the A and B to imply a binding managerial relationship built on experience and trust.

Figure 4.3

The A of ABS is elevated above the B, and the S is floating to the right to imply a metaphor as an authority in creative investment and stability in growth.

PROJECT CREDITS

Concept and Design: Michael Brosnan

Tools: Pencil and Paper, Adobe Photoshop, and Adobe Illustrator