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Smashing Studios Logo Design
Project entry added: 13/5/10
A client likes to see choice - plenty of choice. This is especially relevant when the client in question owns the company and has directly issued the brief (and that person happens to be an old-time friend).
Smashing Studios was formed by Stephen 'Bommer' Broumley and is based in Texas, USA, producing titles for leading platforms such as the Playstation 3, XBox 360, Wii, iPhone etc. Bommer had worked for many years in the computer games industry until frustrations set-in working with larger corporates and ultimately he made the decision to set-up a new game design studio himself. After this decision was made, logo discussions began on how the design could best describe Stephen's work ethic and personality.
Logo Design
Logos are, without sounding trite, critical in the make-up of a brand. They form the visual connection between a company and its customers (and anyone else who happens to view it) - and as humans predominantly process visual information first, it's fair to say that a memorable logo is an important element to a successful brand.
Accordingly, it's common and prudent to design sketches and run through several development stages in order to reach a final version that encapsulates both the companies purpose and relevant business sector.
And to the brief;
'something cool and new but with a retro feel. A video game vibe but not too video gamy.
Something simple and minimal. Not too sure of colours, just show a selection. Company name - Smashing Studios'.
Stephen Broumley
For reference - here is the original photograph of Bea:
To explore several possibilities, Highground initially proposed about 10 different designs. With each design taking about an hour to complete. A selection of favourites from the initial set appear below right:
Logo Design Proposal
(click image to enlarge)
An enthusiastic reception welcomed the initial proposal, but the project quickly accelerated into another round of development artwork. A sweet-shop analogy is often regurgitated when creating new artwork, in that the client may express a preference for Snickers, but wouldn't mind having a sample of a Twix, or possibly try a Bounty - even though it contains coconut. Similarly, comments being to bubble; 'perhaps logo 2 could be in a circle', and, 'the typeface used on logo 4 could be in lower-case' (and so on). Such comments are inevitable and help forge the design.
(worth pointing out is that before showing proposals, these decisions and thought processes are always considered, with only the best and most appropriate design ever showcased. Ho hum)
Round 2 - Another Selection
The project began to hot-up at this stage, with seemingly everyone (of the clients) friends and family on-board throwing comments - and if memory serves correctly, even the dog was asking to see logo versions with particular fonts.
Logo Design Proposal 2
(click image to enlarge)
Bommer had been in contemplation for several weeks now, and although pleased with the results, was indicating that the project had moved a step forward whilst reversing a couple of steps at the same time. This is the danger of wanting to see more, and particularly time consuming if the project descends into a pursuit for the golden goose, i.e. the desire to create the greatest logo to have ever existed ( Coca-Cola have the head-start).
More appropriate is to get the job done, and done well - the unfortunate failing of any new design is that it could always have been done differently, and with any imagination, done better. Realistically, at some point, something has to be engineered and finalised. Otherwise the design process becomes counterproductive and sucks up too much time, especially for the client.
Round 3 - Back to the Drawing Board
The client is always right - even when they're wrong. The latter part of that statement isn't ordinarily mentioned in discussion.
Mr. Bommer Broumely, armed with a new loaded interest in logo design, brought a diversion to the table; he wanted to explore the possibility of a logo that incorporated a more literal element - specifically, a swinging wrecking ball (smashing from the studios). This deviation proved to a certain extent that development is worthwhile in order that a full and proper conclusion is found, or alternatively, that hours of proposal work were decimated in an instant by a clients suggestion to introduce a large metal wrecking ball.
Logo Design Proposal 3
(click image to enlarge)
Logistically, the new idea of literally smashing something heavy proved difficult to convey on paper. As the development shows (to the right) - it initially started out simply, with a flat explosion shape, but was quickly enhanced to mimic a 3 dimensional 'swing and smash' and ultimately rested on a swing-back and concrete crack of paper.
Although Stephen had originally wanted a simple, retro logo - when faced with this, it turns out his preferences actually desired a more lively 'all-action' design which eventually went on to include:
logotype in captical lettering with 90 degree faded reflection, photo-realistic swinging wrecking ball with trailing chain, concrete cracking with multiple layers of split - feint grey outlines around all elements and LLC in small letters to confirm company legitimacy.
You could conclude he 'video-gamed' the logo (although we're still in debate about this). Nontheless, he was happy and ultimately, the logo symoblised Stephen and did represent his company and its intentions very well.
The Final Logo
With some final touches, the logo was isolated onto a block and began working to promote Smashing Studios.
Three versions exist currently (horizontal, vertical and 'game engine') with the main horizontal version highlighted to the left.
With thanks to Bommer
Visit www.smashingstudios.com for further information
And there's more ...
To view even more logo design proposals sent to Stephen, click the image below:
