Polar Bear Insulation, a startup company in Michigan contacted me to create a logo for them. Of course their main focus for this logo was to include a polar bear graphic. They wanted something that looked regal and strong, without being too intimidating. They sent me a couple examples of what they wanted and from there I drew up some initial sketches.
As I narrowed down the design from my original sketches, I realized something. I didn't want to just create an "inside-the-box" logo design that would hold up in the future. I wanted to create something clean and modern that Polar Bear Insulation could build their entire brand from. I decided to go with a sharper, more jagged design for the polar bear illustration and contrasted it with the circle badging. This contrast is echoed in the font as well. I made a choice drop the "bear" and "insulation" verbiage from the logo. My reasoning for this choice was because too much text in the logo would lose legibility when scaled down. In addition, I wanted to create something simple, yet memorable for their brand. When you think of successful brands you don't see a logo for "McDonalds Fast Food" or "Nike Shoes.
I knew that some of these design decisions would be a challenge to defend to the customer. While they did love my design, they still wanted to see the extra verbiage in the logo. I explained my reasoning and they understood but still wanted to see some different variations of the logo to make sure that my design was the best. Once I showed the client a couple design variations they conceded that the initial design would be the best way to move forward.
Final Logo Design
There were a couple of tweaks made for the final design. When all was said and done the client had a crisp, modern looking logo that was distinct and set them apart from their competition. From this foundation the Polar Bear Insulation identity and brand can be expanded in their marketing materials, such as business cards, etc.
Business Card Design