Branding
Sketching Ideas
In early 2019, I was asked to create ProMark's logo. The main objective was to illustrate the ideas of "PRO" (PROfessional, PROsperous, PROmotion) and "MARK" (precision MARKeting and making your MARK). My early sketches explored iconographic portrayals of making a “mark” and typographic choices separating PRO and MARK.
Some background on the company: ProMark was established with the track record of having ten years of experience and being a Top 50 Amazon Seller. During that time, the brand management agency gained multiple best-seller badges for its award-winning products. ProMark provides its expertise and proven methods as a service for other brands to succeed.
Branding
Developing Concepts
The winning concept that stood above the rest was the one with a large checkmark in the middle strokes of the letter M. This sharp concept hit on the decisive “making your mark” tone while also splitting the two halves of the agency's name.
The checkmark symbolizes completing—or checking off—challenges. The checkmark shape also illustrates a decline, then a sharp increase, evoking a graph of increased sales and performance. Having the checkmark in the M also allowed the logo to have a balance, with the diagonal lines drawing the eye to the center.
My first digitalization stayed true to the sketch, keeping the left stem attached to the checkmark. However, this made the left side of the M too heavy, so it was split off.
Branding
In Full Color
Once the concept was approved, it was time to select colors. After careful consideration, it was determined that orange stood out the most; this was fitting with its subtle nod to Amazon's primary color, orange.
I chose Pantone 1585 C, as it was a much more saturated color that stood out against other brand management agencies. I didn't want to pair the orange with black, so I chose a dark blue, Pantone 433 C, to soften the contrast.
The final logo was applied to the website, business cabinet and additional company collateral.
