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My Logo Design Process for a Hardware Retailing Company

By on May 18, 2012 — Updated on March 22, 2014

Logo has been sought to a integral part of any business; you can’t argue on that. ^_^

Recently, I have done designing the business logo of a hardware retailing company, and please let me share with you my design process for this project.

Overview of the Business

SPHT (Syk. Pg. Hj. Tahir Pg. Hj. Ismail ) is a retailer of hardware products ranging from small pieces of nails to large construction items like bricks, woods, steels, roofing, tiles and more. It also has its own-made products, the doors and door frame. So far, this is the company’s main products and SPHT is planning to expand its products to another category after all the things in this business become more stable.

SPHT target targets contractors and other people of any construction agency, and most of them have already long term business relation with this company.

SPHT is under a company which has a lot of branches — every branch has different name. Now, for this one branch, the company needs a brand new logo.

Client’s Requirements and Preferences

The client wants a simple logo that can easily express the idea of hardware once the customers look at it, and either a hammer or measuring tape makes the client feel likely to be the best items to represent a hardware shop. However, there is already a known hardware company which uses hummer on its logo, so the focused should be redirected to the measuring tape.

Aside from the measuring tape, the clients wants to include the acronym SPHT and an outline of a house especially the roof which symbolizes that it is under or a branch of certain company, which also contain similar icon on its logo.

The logo should consist two color, orange and purple.

The client also wants the logo design to be versatile — to use it as stamp, to be converted in a single color for a one-color printing, to be printed on sticker and other uses.

The Logo Design Process

Like other logo designs I have made, I started with some mind-mapping and sketches on my drawing book and also some drafts on my computer. Actually, my personal selection to be used as icons were screw, bolt and a blacksmith’s tool but the client said that those items are not salable so I have to follow their suggestions and better ideas.

As I mentioned above, the client wants steel tape,an outline of a house and the acronym SPHT to be seen in the logo, and that the logo would show an idea that the steel tape is measuring the whole house,so aside from my drawings above, I have made another set of more sketches for them to choose from.

After few weeks, they’ve finally selected the logo design. It is a little bit animated, which I also found it to be their good choice. Below is the final design.


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  1. metalpig design

    June 11, 2012 at 11:11 pm

    I like the idea of the logo, it’s unique! And most of all the client is happy and satisfied..

    I have a question though, if you reduce the size of the logo (as logo size for their business cards & stamps), are those lines(measurement) still visible? I mean, does the holder of the bcard can still recognize the logo as a measuring tape formed as a house/roof?

  2. tatess

    June 18, 2012 at 1:16 am

    To be logo designer of a company needs a lot of imagination and knowledge of the product they are marketing, through that you can start to work out what to do first. I wonder why they only want 2 specific colors only.
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  3. carmel

    June 24, 2012 at 4:44 pm

    The design process is really a challenge when you need to incorporate the client’s preferences. Sometimes, there are clients na demanding pa, and keep on changing their minds, sigh… at least your client is happy with the final results, that’s all that really matters. :-)
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  4. RonLeyba

    June 26, 2012 at 5:11 am

    Logo designs is a key to business success. It must represent your business, brand and idea in a good way. The process of your logo design is great, includes brainstorming as well as getting all the details from the business for you to be able to come out with a great logo for them.
    I invite you to read: The Best Job For Video GamersMy Profile

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