Latest Logo Design: Managed Custom Solutions
Managed Custom Solutions approached me to design their logo. From the get-go they were clear that they wanted a logo that was simple, clean and elegant, more modern than classical. They wanted something that communicated completeness, trust and knowledge, but in a serious mood that conveyed calm and soothing feelings. Their main target market were blue collar males, self-employed in the U.S. They also wanted a font that was approachable, vs. harsh.
Given all that and the information gained during our chat over hor dourves and margaritas, this is the logo design that was created and accepted:
Circles were chosen for their sense of completeness and trust. The three interlocking circles represent the three main facets of their company found in the title: Managed, Custom and Solutions—all working together to give their clients what they need.
The main color blue was chosen for its softness as well as a homage to their intended market, namely blue collar workers. The secondary colors were chosen to compliment the blue and allow for more flexibility in future branding design (namely their website and any promotional material).
The typeface is Avenir and was selected for its modern, elegant feel with rounded, geometric shapes. It was set in all lowercase to flow with the circles and keep the softer sense; uppercase was too stark and angular.
When creating the logotype (name of the company) I chose to make “Managed” more prominent. I felt, after thinking more about what they shared about their company and what their clients are looking for, that managed was the biggest player. They mentioned that their non-tech clients are looking for a company to manage the software for them. I kept “Custom Solutions” together as one phrase as that is what they help manage and provide.
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