Process: Logo Development

Posted by admin at 2010-03-22 15:39:00

The founders of this new investment firm recently transitioned from Hudson Street in NYC to a waterfront location in New Jersey and this history was reflected in their choice of name, Hudson Cove. They also wanted this transition reflected in their logo, which was to immediately convey that they are a conservative financial company while referencing their new location.

Part of the design process is about feeling the client out. While we felt our initial logos were pretty conservative, the client ultimately wanted something very simple and understated.

Some of our initial logos:

This concept is several things at once:
1. A traditional pyramid motif with star at top found in many financial logos to represent the dollar, the capstone and pinnacle of success.
2. Additionally, the pyramid can be seen as a sailboat in the water referencing the New Jersey waterfront location.
3. Finally, the sails are abstract enough that they can be seen as a road or a bridge leading to a bright future indicated by a sun on the horizon.



This concept features a simple sailboat design.

Some concepts combining water symbolism with the letter form.

Some additional concepts using a water wave form logotype. At this point the client has decided on the color blue.

The final logo combines two strong pillars with a water wave form to create a sturdy "H" logotype.

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