Project Description

McGaughey Logo Concept

rationale
  • Too abstract was not preferred, but neither was something flat and/or over-simplistic

  • A round mark—besides being something both R and C preferred—provides a more defined mark, conveys more definiteness (as opposed to something open, obscure, and abstract)

  • Round mark is “controlled abstract” so to speak, communicating movement (health, life, unity, etc.), but moves away from subjective abstractness toward a more mature, defined professionalism

  • Circle mark incorporates all of the core concepts that were important to both R and C, viz., a representation of the McGaugheys (initials), ocean (movement), water (healing/therapy), leaf (natural), and does so with cool-color gradients, both of which R and C liked aesthetically

  • On “something that represents people somehow”: 1) Because there are already a number of elements incorporated, was difficult to add this as well; 2) ‘people shapes’ seemed to require us to go fully abstract (see examples); 3) all things considered, needing to choose between ‘people shapes’ or initials as the element that represents the McGaugheys, we opted for the latter

  • Background images with overlays create contrast that adds depth, contemplation, and stylistic interest

  • Background illustrations add a classic maturity reminiscent of vintage science / natural studies, organic naturalness, and subtle modern eliteness

Liberty Tours Branding business cards
Liberty Tours Branding business cards
Liberty Tours Branding business cards
Liberty Tours Branding business cards
Liberty Tours Branding business cards
Liberty Tours Branding business cards
Liberty Tours Branding business cards
Liberty Tours Branding business cards
Liberty Tours Branding business cards
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