The evolution of the Industry Portage logo, label, and brand continues. Over a year ago, I wrote the post below about the genesis and evolution of the Industry Portage Logo. Recently, I decided to give the graphics a slight overhaul to sharpen it up and reflect my vision a little bit better. Here it is.
As compared to my previous logo below, some of the changes are obvious. I’ve reversed the colors for a bolder image. I think the black label gives the branding a little more weight. Perhaps it’s simply the dramatic change. Some of the changes are less obvious. I’ve cleaned up the bear and lion images as well as added some detail on the body for more depth. I’ve given the torches more of a classic shape with more detail instead of being cartoonish. I’ve completely changed the tree image to be more realistic and asymmetrical, like the logo itself. In fact, the next iteration may tweak the torches a bit to be less symmetrical as well. The motto banner has been cleaned up and I got rid of the shadow lines.
I’m interested in hearing from those of you schooled in the art of graphic design or simply anyone with an opinion. Is the new black label / logo an improvement?
It started with an interest in my own family crest. A little research indicated that family crests are not static and change over time. I decided to work with Megan of Rigby & Fable on creating my own family’s crest. This was around the same time I was developing the branding of my startup label, Industry Portage Co. I decided to bring the ideas of the crest into my first version of the Industry Portage logo. I also liked the old style labels on oil cans and the Harley-Davidson logo. However, over a short period of time, I decided I didn’t like the constraints of the crest. I also didn’t like that it was so hard to see “Industry Portage” and decided to explode the crest. At first, I used the tagline “Inspired by architecture and construction” because it was such a big part of my design process. Many of the bags now have a cloth label with this logo on it. Later, I decided to remove the tagline in order to create more space around each of the images and slightly enlarge the torch and tree in the logo. I’ve thought about some other basic labels which may or may not be placed on future designs.
For the images in the Industry Portage crest, I decided on four that were most important to me.
Some alternate labeling ideas for the outside of the bag, since I like keeping it subtle.