80 Responses to “Logo Design Process For FITUCCI”

1. Paul on Nov 27, 2008 said:

   What a classy logo. Very nice. It simplicity is the key here, because adding any texture, or other colour to the ‘doors’ or text would ruin the design.

   Plus, it is always nice to get good comments from the Client like that!

2. Abbas Arezoo on Nov 27, 2008 said:

   Interesting concept, applied very well. I like how you’ve bracketed the company name to force all the importance on that element. The angled door/window concept does remind a little of the French Property Exhibition logo however, which would be my only gripe, but apart from that you’ve nailed it for me. I’d say it definitely works better for me in black.

3. Dan on Nov 27, 2008 said:

   Very clean and very simple - nicely done

4. Holli B on Nov 27, 2008 said:

   That is an impressive design and it is one that can really stand the test of time. The white on black gives it a depth and a crispness.

   Very good job.

   ~HolliB

5. Jacob Cass (@justcreative) on Nov 27, 2008 said:

   Thank you Paul, I also agree that no texture needed to be added and yes comments like that really keep you motivated!

   Abbas,
   Thanks for your compliment and I also agree, I like it on the black however it does work on both. I also did a Google Image search for the French Property Exhibtion Logo but didn’t find anything familiar at all?

   Dan & Holli,
   Thank you for your positive feedback!

6. Brian Hoff on Nov 27, 2008 said:

   Great looking logo Jacob. The typeface was the perfect choice and the loose kerning plays well with the “openness” of the doors/windows. Really enjoyed seeing the thought process and the execution. Keep up your excellent work!

7. BetsyHaffner on Nov 27, 2008 said:

   Really nice work!
   You didn’t mention this, but I like that the kerning is approximately (if not exactly, I did not measure) equal to the height size of each letter. Keeps the logo balanced and legible.

   Also - love the FedEx shout. One of my favorite logos!

8. Jacob Cass (@justcreative) on Nov 27, 2008 said:

   Thank you Brian. The typeface was a pretty finicky process because most uppercase geometic typefaces have only tiny differences, and these details changed depending on the weight chosen also so it was a pretty time consuming process.

   Betsy,
   Thank you, I did forget to add that in, I have since updated the post, thank you for the reminder.

9. Luciana on Nov 27, 2008 said:

   Great work, great post!
   Just one thing: how long did this job take you from beginning to end? And I am curious to know how many different jobs you usually take at the same time? Or do you prefer to (or try to) work on only one job at a time?

10. Andrew Kelsall on Nov 27, 2008 said:

    Ji Jacob. Must say, I love the logo design. At first, I was a little unsure of the width of the whole logo, but by the end of this post, I agree with it - it’s a well thought-out piece of design.

    One question though: What colour black did you use when you supplied the file to Erik? Did you specify a Pantone black, or just a CMYK mix? Just curious thats all - I asked the same question to David Airey from his last logo design for ‘Berthier’. He stated his just supplied his logo on a flat-black, only because his client was a designer himself and could amend the file.

11. Nikhil on Nov 27, 2008 said:

    I really like the end result. I’m quite a fan of elegant and luxurious logos that give off a nice sophisticated and upper market vibe.

    When I first saw the logo, I was quite impressed with what you had done with those trapeziums.

    Also, thanks for sharing your process. Offered some valuable insight into things to consider while working.

    Cheers mate!

12. Abbas Arezoo on Nov 27, 2008 said:

    Sorry Jacob. I was referring to the one showcased over at Logo Design Love. Link: http://www.logodesignlove.com/.....s-20-logos

13. Rosanna on Nov 27, 2008 said:

    Great logo and article! Keep writing articles like this one, they’re really a good source of learning.

14. Tanya - Scottsdale Graphic Designer on Nov 27, 2008 said:

    Not only is this a wonderful logo but what a great description of how you got there. I work alone most of the time and although I have quite a few graphic design peers we never really go in depth about our process. You sparked some great ideas for my process. Thanks so much for sharing.
    http://www.missdetails.com/blog

15. Jason Slater on Nov 27, 2008 said:

    Great looking logo Jacob. I notice you mention the typeface in use - does a license apply when you design a logo and does that get passed on to the customer? I have often wondered how that particular aspect works.

16. Lynsey on Nov 27, 2008 said:

    A really interesting read, thanks for sharing!

17. Paulo Pereira on Nov 27, 2008 said:

    Very nice work Jacob. I’m a fan of simple, black and white logos. Yes, you delivered very well.

    But on the blog post itself, I was hoping fore a more detailed description about the evolution, brainstorming, etc. Just like David Airey’s posts about its logo design process. I think that makes the community better, each designer sharing his process, so everyone can (perhaps) learn how to improve his/her own designs. What do you think?

18. George - LogoDesign.org on Nov 27, 2008 said:

    Very nice work. At first I didn’t care for it too much but after looking at it for a few moments I actually think it’s pretty classy. Good job.

19. Preston Lee (@prestondlee) on Nov 27, 2008 said:

    great post Jacob. I love the logo! I am a huge fan of simplicity in logo design. When they get really cluttered, they get horribly distracting. I nice simple logo that conveys the message of the product/company is definitely the way to go.

    Great work as usual. Thanks.

20. Clarissa on Nov 27, 2008 said:

    This is beautiful! I’m not sure if anyone else has said it yet, but it even reminds me of an embossed chocolate bar. Perhaps it’s the rich deliciousness….anyway, I do have valuable input. Do you put it in writing that you might detail your process of their logo to the world before they sign over the check? Or, is it common knowledge? I love knowing your process, and I’m curious to know if the clients enjoy it as much as we do.

21. Udoka Chima on Nov 27, 2008 said:

    Great work again Jacob,
    I am always impressed by your excellent use of white space.

22. Jessica on Nov 27, 2008 said:

    Very nice logo. Will you be posting the other marketing materials as well once they are completed? I’d love to see the whole package.

23. Daniel Pipitone (@danielpipitone) on Nov 27, 2008 said:

    For starters, I love the fact that you start by stressing the importance of the brief. Without it, it’s so easy to have lots of wheel spinning and wasted go-rounds without something for everyone to point to and ask, “did we achieve this?”

    Also, the “behind the scenes” look you give some of the important subtleties is great. Sometimes people overlook the importance of the small stuff (angles that direct users eyes, etc.).

    Very cool of you to document your process.

    -Daniel

24. inerxia on Nov 27, 2008 said:

    You are a great logo designer and this is a great learning experience for all of us.
    Thanks for showing all the process.

25. Todd Smith on Nov 27, 2008 said:

    Awesome! Thanks for sharing your process with us.

26. Michelle on Nov 27, 2008 said:

    Jacob - I think the logo really captures the ideas the client wanted to get across. It’s also refreshing to see something that will stand the test of time i.e. not full of gradients and shine and web 2.0 details. Good job!

27. Mike on Nov 27, 2008 said:

    Great logo! I would love to see the rest of the design materials once completed!

28. Paul on Nov 27, 2008 said:

    nice logo jacob. Very classy and simple. Thanks for giving us the brief on the whole project.

29. Jonathan on Nov 27, 2008 said:

    nice logo, vast improvement.

30. Louise on Nov 27, 2008 said:

    Congratulations Jacob on a beautiful logo design.

    I can’t tell you how much I appreciate that you’re willing to post about your process and how you ultimately arrive at the end product. Your posts are a great source of inspiration for me.

    I do hope you post about the rest of the marketing material, it would be terrific to see the log at work in the entire package.

    Oh and by the way, I saw windows right away. I didn’t really see them as doors until you mentioned it.

31. Web Design Adelaide on Nov 27, 2008 said:

    Great work again Jacob, thanks for sharing the process with us.

32. Jacob Cass (@justcreative) on Nov 27, 2008 said:

    Luciana,
    From getting the initial contact, to the final payment, it was 4 weeks in total. I usually take on as many job as I can due to the fact that I am so flexible (ie. working from home). If I have a lot of work I can work overtime if i need to. Working on one job at a time is not productive in my opinion plus you need breaks from each project.

    Andrew,
    Good to hear and yes it is quite a wide logo however this does match the brief and can be applied to other material in a luxurious fashion.

    I supplied the logo in a CMYK mix… a black version with text, a white version with text and also a black and a white version without the text. We are still yet to fully confirm if we are going to go the pantone or cmyk route but most probably cmyk.

    Nikhil,
    I would be interested to know what insights you found most valuable by sharing the process?

    Abbas,
    Ah thanks for that Abbas, I can see that it does have a similar concept, I suppose something like that could have worked for the logo as well.

    Rosanna,
    Thank you Rosanna… I do try to write articles on a very broad spectrum to appeal to more users but I’ll see what I can do.

    Tanya,
    You’re welcome. I would be interested in knowing what ideas were sparked! Please share!

    Jason,
    Variations of typographic ornamentation [or] “mere lettering” are not copyrightable. This great article will help you out in regards to copyright in logo design:
    http://areaofdesign.blogspot.c.....esign.html

    Paulo,
    I usually shy away from showing my sketches because of their messy nature which I believe makes me look unprofessional. I could in the future show more of the process (ie. working in Illustrator) or showing pictures of the many print outs of the logo variations. Thanks for your feedback.

    George,
    Good to hear George! Thank you.

    Clarissa,
    Thank you for your chocolate based input In regards to the process, I have it stated in my contract that I may use the logo for promotional purposes but I would not say that it is common knowledge at all. Hardly any designers speak about their process.

    Lynsey, Udoka, Daniel, Uberxua, Todd, Michelle, Mike, Paul, Jonathan, Adelaide,
    Thank you & you’re welcome.

    Jessica,
    Yes I will post the other material once they are completed, if I do not write about the process it will be in my portfolio for sure.

    Mike, Louise,
    The other marketing material will go up in my portfolio once completed (if not, I will write an article too).

33. Ryan on Nov 27, 2008 said:

    absolutely amazing! this is one of my fav’s of yours. keep sharing!

34. weblizzer on Nov 27, 2008 said:

    such a great logo, simple but it really give a true value to every design input, it really reflect the company’s business. Great job.

35. Ronnie on Nov 27, 2008 said:

    Hi jacob
    My name is ronnie and I am erik’s wife and a long been a fan of your work. To let everyone know when eric got your e mail we where sitting in our livingroom and he said “finally Jacob is done” and open the e mail on his blackberry (he couldn’t wait to go to the desktop)it took him less then 30 seconds to say I love it.
    Greate work and I am glad I have found you over the net.
    Let me tell you he is a hard to please and I was kinda feeling sorry for you - you won!!!

36. kgrz on Nov 27, 2008 said:

    Truly professional and clean! awesome job!

37. Julien on Nov 27, 2008 said:

    I think the logo which was referred to was this one: http://www.fpeolympia.com/

    BTW, I like your site.

38. Nathan Beck (@redswish) on Nov 28, 2008 said:

    Love the logo Jacob, and it’s really great to witness the thought process behind it. Concept based logos can be really fun, and you’ve done a masterful job.

39. Pete on Nov 28, 2008 said:

    Great concept. Great idea. I got it right away before even reading any of your comments. That is the sign of a truly good design! Well done!

40. Amanda Vlahakis (@trulyacedesign) on Nov 28, 2008 said:

    You’re breaking my eyes with the staring at it

    I agree, conceptual logos are the bees knees, and yes you do feel something a bit special has happened when you come up with one.

41. Peter on Nov 28, 2008 said:

    Hi Jacob, awesome logo…ballpark figure of how much you charged for it? I see you took a 50% deposit as well, very clever.

42. Jacob Cass (@justcreative) on Nov 28, 2008 said:

    Ryan,
    Glad to hear it is one of your favourites.

    Weblizzer, Kgrz, Nathan, Amanda
    Thank you!

    Ronnie,
    That really makes my day Ronnie. Thanks for the feedback and I look forward to the other design work.

    Julien,
    Thanks for the link.

    Pete,
    Good to hear you got it straight away… It’s just like when I realised the FedEx arrow for the first time, its like “Genius!”.

    Peter,
    Hi Peter, I generally do not discuss pricing on JCD however you can get a “ballpark figure” by checking my hire me form under budget.

43. Tracey Grady on Nov 28, 2008 said:

    You’ve designed an elegant logo - nice work. It’s great to read your thoughts on logos with subtle design characteristics (such as the FedEx logo). It’s something I am a great fan of, and displays a design process which has been extensively thought through.

44. Si on Nov 28, 2008 said:

    personally i like the type but i think its a bit dull. The ‘windows’ need a little more something

45. Peter on Nov 28, 2008 said:

    Fair enough! I had a look at your hire me section, thanks Jacob!

46. Jon Williams on Nov 29, 2008 said:

    I disagree that it’s too simple or boring. The logo maintains a great and simple focus. I like it.

47. Jez on Nov 29, 2008 said:

    Really interesting to read about your process and the detail that you go into. I can easily see the windows from the inside but I can’t get my mind to see from the outside. A bit like a magic eye picture I guess. The Fedex logo always blows me away - I always wonder whether it was intentional or a happy accident!

48. Bob Sacamano on Nov 29, 2008 said:

    Yeah that was a really great logo. I noticed the illusion right away, and when I saw the company name, i immediately thought it was clever.

    Big fan, keep up the good work.

    PS: Have you tried putting a swoosh around the windows? it could create a nice swooshy windy effect..

49. Piyush Agarwal a.k.a. OnlyYoursPiyu (@onlyyourspiyu) on Nov 30, 2008 said:

    Like always, your LOGO/Graphics design process is what I love the most reading on your blog and Like always…

    You have nailed it buddy…

    The logo looks luxurious, sophisticated and impacting.

    Like Abbas even I was reminded of the French Property Logo which also amazed me with the way a simple shape was used to convey the not so simple thing…

    I am starting to blog again (after one of my very experiences with a service provider) and you will be one of its stars no doubt..

    Do drop in sometime…

    And ya…keep this coming….(i mean the creativity flow)

50. Cristhian Bedon on Dec 2, 2008 said:

    Nice design, simplicity at its best.

51. barry on Dec 23, 2008 said:

    The shape of it looks awesome standalone but looks awkward on his current site. I think getting it to integrate nicely with a site design might be a challenge. Good luck though.

52. Jonny Jag on Jan 7, 2009 said:

    While I’m sure that you came up with this concept on your own, it can be disappointing to find out that someone had the SAME EXACT idea as you.
    http://www.logoorange.com/company-logo-15.php

    Sorry to be the one to break the news. I happen to like yours more!

53. Jacob Cass (@justcreative) on Jan 7, 2009 said:

    Tracey,
    You’re welcome.

    Si,
    Although, it may look simple, this is what makes the logo work. Adding anything else would remove the illusion of the windows / doors.

    Jez,
    It is always interesting to see what people see or don’t see. I remember reading about it the first time (the arrow) and was like :O and since then never forgotten it.

    Bob,
    Ah that’s a good idea, a swoosh for wind (not)… at least it might mean something in this case, unlike many other swooshes.

    Piyush,
    I am always amazed by how when you think you come up with an original idea, people have seen something elsewhere… it is very hard to be entirely original these days.

    Barry,
    I think the website could do with a bit of an overhaul, a nice polished silver black and white theme would work great!

    Jonny,
    I was actually told about this Harbord logo when the Fitucci logo was featured on Logo Of The Day. The design is the same however I am not sure of the concept / idea behind the Harbord logo? The Fitucci logo features these trapezium like shapes to suggest windows/doors. I’ve also talked about it here. Thanks for letting me know anyway.

54. Emmet on Mar 29, 2009 said:

    I really can’t see the Fitucci logo any way except as doors or windows. It’s a very obvious illusion. So simple and elegant.

55. Mandy (@crearegroup) on Apr 24, 2009 said:

    A great post. I think logo design is a real skill that requires careful thought and planning - your post defiantly highlights this. Simplicity is key along with a well thought through concept, that will transfer across different media and platforms.

56. twisty on Apr 25, 2009 said:

    Hi Jacob, firstly love the blog and this article in particular. I like reading about other aussie designers

    This is one of those logos that is deceptively simple, and one of those logos that always sparks alot of comments.

    To all the people who say they don’t like it or they would change anything, you have no idea about the company or the brief. Jacob designed it and the client loved it. That, i would say, is a successful logo design.

    As you can see from the process, the simplest logos have the most time and thought put into them. I love the classic looks of this and it will last forever.

    Great work you are inspiration.

57. Jacob Cass (@justcreative) on Apr 26, 2009 said:

    Thanks for your feedback guys and gals! Much appreciated.

58. laurent on Jul 30, 2009 said:

    I’m very angry to see that Aussies are so good at logo (and web) design as at rugby !
    Congratulations for this design. Good inspiration for me…

59. Diane (@greatdiane) on Aug 4, 2009 said:

    Hi, Jacob, nice logo, my favorite part is when you work the logo in Adobe Illustrator, but I don´t understand :P.

    2.The sketches looks very diferent of the final result, I´m not sure, but wich part of this step you get that logo, excuse my english, I hope you understand what I mean. cheers.

60. Diana (@greatdiane) on Aug 24, 2009 said:

    Hi, again I´m afraid you didn´t understand my question, Jacob.

61. Jacob Cass (@justcreative) on Aug 24, 2009 said:

    Diane,
    Sorry about not answering your question, your comment must have been lost amongst the others when I was away traveling. In regards to the sketches I have not uploaded all of the sketches. I suppose I should upload the rest. Thanks for the reminder.

62. Diana (@greatdiane) on Aug 24, 2009 said:

    Thanks for your reply and no problem

63. Hope Bryant (@drakenhart) on Aug 27, 2009 said:

    Wow. When I first looked at it I noticed it’s strong, bold, but simple design. After a bit of looking at it I /felt/ my brain kick over as I noticed the illusion of being inside a room. I got the feeling of a show-room, large, open air, breathing-space. It was that point I could “see” that logo say on a window sticker of a new window. Heh. Very nicely done!

64. Erdinc on Oct 11, 2009 said:

    I don’t like it. If this was an entry posted in a logo contest at 99designs it would get maybe two starts and eliminated very soon.

    That font is too boring. It doesn’t have a character. Also the side panels are such a good idea.

    The only thing that I understand from this article is that there are two aspects of the design process. One is the design itself and the other is to make the client believe that your design is great. As long as you are good in the second department the first one doesn’t matter so much.

65. Jacob Cass (@justcreative) on Oct 11, 2009 said:

    Erdinc,
    I can relate with you on the post at 99designs which is one of the many reasons why I do not use 99designs. You can read all of my many reasons on this post: pros and cons of spec work.

    As for communicating the design concept, yes this is a vital part of the process - if you can not talk about your work, the relationship between you and the client is going to suffer but you do have to have the work to back it up.

66. spongita84 (@spongita84) on Oct 12, 2009 said:

    Awsome post on the design process. I’ve taken interest in to designing logos and this post was very informative and inspiring.
    The elements and the typeface work well together, and balanced too. I saw the windows at first glance and the y stood out even more when you explained the whole “standing in or looking in to a room” illusion, brilliant, that makes the logo.

67. Jantje on Oct 15, 2009 said:

    I guess abass ment http://logopond.com/logos/0df8.....05c5c7.png

68. oxidizzy (@oxidizzy) on Oct 23, 2009 said:

    You are a great logo designer… Thanks for sharing.. ^^

69. Manik on Oct 31, 2009 said:

    Hi Jacob,

    Very nice logo.Very clear and simple.
    thanks for sharing your process. Offered some valuable insight into things to consider while working.

    Good luck though

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