After sharing our design ideas, we finalized the end logo for the proposed re-branding. This experimentation in Futura was done by my fellow group mate, Tom.
Initially we thought of using orange to represent 'Heat', as it symbolizes fire therefore heat, and was present in Help-Link's website. However the visual effect strayed away from the open and friendly nature that the company was aiming for. It was too loud and didn't give the impression of assurance. Secondly, green was chosen to help represent the energy efficient boilers, but green is usually associated with being eco-friendly and despite Help-Link supplying energy efficient boilers and central heating solutions, it didn't necessarily mean that it was kind to the environment.
The final colour, blue, was already part of Help-Link's original logo and it represented gas. Blue had connotations of security and reliability. 'First' was done in a lighter tone to convey a friendly and open attitude of the company towards the customer.
The underline is linked to the 't' to try and maintain the hyphen that was present in the original logo. Also, it underlined Help-Link's relationship between the service they provide and the customer satisfaction they ensure.
The idea to include the flame within the logo came from the flame on the website. Instead of having it as a separate entity, we incorporated it into our logo by playing with the negative space in the 'a'.
All in all, the finalised logo aims to convey Help-Link's expertise in central heating yet represent its priority in having quality customer service. Hopefully this is seen through the choice of typeface, colour and design cues.
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