Marathon Social is a start up social media public relations firm.
The client wanted a bold, clean and corporate mark that had an active tone to it.
Below is a look at how the identity developed over two rounds. Following the ACCD dictate, I do 50 sketches (no matter how bad) before I move into the computer. Below is a selection from my sketchbook pages...
The finished mark and type say Active and Clean. Three triangles are rotated 30° with a right lean and given a top to bottom fade creating a subtle weight and movement. Each shape is identicle in form but not in scale. The many shapes coming together, working together suggests the "social" part of what the company does. The positive form suggests an M to reinforce the monogram element; the negative space looks like billowing sails in the wind which underlines the active part of the message and helps to reduce the Running implications from marathon.
Total time, about four weeks from start to finish on the identity. Everyone is very happy.
We also worked on business cards for the client. The final card had to be single sided and unvarnished. Below are some iterations as well as an illustration of how these things are a battle of millimeters (or points, if you're old school).