Another important assumption was to avoid falling into tired symbol-cliches used within this industry, such as: roofs, doors or trees. Client has also suggested that using a silhouette of some noble animal, as a mean of representing company's values, might be an idea worth trying out.
After the initial exchange of thoughts I reduced gathered information into a group of keywords, which were supposed to inspire me down the design road and home me in on our target:
3. An animal figure standing for nature, nobility and elegance.
Last concept required specifying exactly which animal would be best suited for the job. After having given it some though, I decided that a deer is a perfect fit — noble dweller of the woods, an animal of undoubted elegance and gracefulness. Moreover, it is not a predator, that might be bringing in some unwanted aggressive connotations, nor it is an animal associated strictly with any specific symbolism or industry.
Lettermarks — stable, solid, elegant. B seems to be communicating quality especially well, while A's shape might even resemble beams of timber. Although, both of them seem to lack any “nature” traits.
Projects in which I tried to capture company's field of interest. C is really literal, almost banal. D seems to be an interesting idea, although probably too conceptual and not best suited for ProfisBud.
E — chess horse placed on a house outline. Chess connotations felt quite appealing, but at the same time unnecessarily diluting company's message.
F — deer`s silhouette in a “crest” form. Deer seems to be passing the test, and that's why I explored the idea further in successive designs.
Attempts of making the deer concept more unique. In both versions I tried to use a more dynamic lettering. H stands out because of the deer's depiction — simplified, stripped-down to abstract curves.
Further experiments. This time I surrounded the deer with something resembling floral ornaments, which might even seem like wood-carvings. As you can see, this project is not far off from the final result.
Luckily, persuading client to this ideas wasn't needed, as he shared my feelings about presented proposals. At this point I also knew, that the combination of dark and light greens, additionally emphasizing naturalness of the ornament, is the right way to go with this project.
Abandoning the outline. Redrawing the whole image, especially the deer and its antlers.
In the initial designs I used classically built, not yet modified font. Although it fulfilled some of the assignments, it felt a bit stiff and not as imaginative as the deer symbol. I wanted to get lettering with a more “organic” feel; something that would relate to the beauty of nature, rather than elegance of strict rigors of traditional typography.
After some try-outs, I was able to come up with a satisfying solution, which included tasteful shapes, soft, more floral curves and not-routine serifs. Additional element that contributes to a harmonious composition of the lettermark is the “fi” ligature. It also gives it a nice little touch and makes it more unique. The final part was the tagline to come with company's name - appropriately, it also got a bit more organic form.
Notice soft lines and rounded corners, which correspond to the structure of the symbol. Another thing worth pointing out is the elegant “fi” ligature.