We Take Our Own Advice.

#AskaDesigner: Logos
March 27, 2017
Whitney Wilson

It’s no secret we’ve long had a bit of an #artcrush on logos, a combination of type, color and icons that work together to create one seamless definition of a campaign, organization or brand in art.

We walked through the building blocks of a great logo here. In today’s #StrategySession, we will walk you through the reworking of our own logo as an example of the same process we would undertake in developing yours.

We sat down with senior graphic designer Eric to dive deeper into the development of Majority Strategies’ new logo.

The Majority Strategies logo was originally designed back in the mid-90s. What was the main design goal with this update?
I wanted to move 180° in terms of design without losing the foundation of the logo – the knight. The knight has come to represent Majority Strategies and our motto #WePlaytoWin, but I felt there was a way to move away from the flat icon and serif font and bring a fresh, contemporary feel to the logo.

How did you create the dimensional look to the new knight?
My first step was researching photos of chess pieces and the knight in particular. I wanted to create an upright piece with a lower perspective to harness the strength and power of the knight. Once I had my model, I simplified the form a bit while still keeping it easily identifiable, then incorporated the pawn reinforce that sense of victory.

We know type and fonts are instrumental in developing the feel of a logo. Knowing we wanted to move away from the serif font, how did you narrow down the choices and settle on this font?
We went through many, many iterations with a wide variety of fonts before settling on Freight Sans Pro. We knew we wanted a sans serif font with clean lines. These fonts naturally have a more modern feel to them, and without the serifs or flourishes at the end of each stroke of the letter, it brings home our motto and the commitment our team has to getting the job done right.

The colors remained the same, though. Was that a purposeful decision?
Definitely. We wanted to update the logo and reflect the growth of our firm over the last 20 years without losing who we are. The color palette of shades of blue and gray was an important carry over from old to new.

Thanks, Eric!