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To produce only great work – and to work only with great people – are always my objectives and I find that the two go hand-in-hand. I am also a strong believer in the potential inherent in every individual and the contribution that they can make to the world no matter their background or sphere of influence.
My client, who is a respected form analyst for the horse racing industry, required a personal brand mark to represent his business on the world stage – from Melbourne to Hong Kong and beyond.
This client was previously unbranded so this assignment provided a great opportunity to start with a clean slate. After listening to the client and collecting some background information, it was felt that the solution was to create a logo that should be something akin to an old-world style insignia and that it should be dignified and stately in appearance while still having a slightly modern twist. It was felt the mark should also include the client’s initials.
Inspired by forms from classic horse racing paintings such as Le Derby de 1821 à Epsom by Theodore Gericault – which in themselves are fanciful studies of the subject – a stylized equine shape was created and combined with avant-garde letter forms to fulfil this objective. This concept then went through a refinement and prototyping phase to arrive at the final design.
The heavy integration between the type and the illustration in this design makes visual reference to the client’s strong links to the racing industry over the past 20 years. The positive, free-spirited feel of the brand mark also helps to create a feeling of optimism and the decision to render the design in black and white only was aimed at making the design even more historically evocative.
I want the designs that I produce to be distinctive and timeless. I’m not interested in making things that just look pretty. I always try to avoid clichés in my work and there also needs to be a strong idea behind the design.
The reaction from my client – and his clients – has been overwhelmingly positive. Not only was the brief satisfied but also his high aesthetic standards. The new visual identity has also been a big factor in building credibility and trust – not easy things to achieve in the industry in which the client works. In addition to digital and other branding applications, the insignia was applied to the client’s personal stationery, including a classic letterpress business card.
To have a truly successful outcome to a design project I believe that you need to find a designer whom you admire and who you believe you can work with – and then trust them! By trusting them I have found that you will get the best results.