The Mason Works approached Edinburgh Logo Design looking for a new logo using a heritage approach regarding font and colours.
One of the five key concepts of effective logo design is simplicity. This helps to keep the logo legible at a variety of distances or sizes. It also makes the design more quickly comprehensible as you don’t want the viewer to spend time deciphering anything. Simplicity is at the forefront of this particular design with a clear serif font being used and the letters kerned further apart so there’s no chance of blending into one another.
The font choice nods towards traditionalism without being old and tired looking. The colour choice, a sage/lichen type green is at once, both fresh yet traditional. It is also a great choice when using the logo in its inverted colour form. The decorative border has been used to add flavour to the design, to make it a little more unique. It also helps push the logo stylistically towards the type of field the company operates in. The particular design of the border was designed to form fit around the lettering.
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