A Polished New Mark for Thomas Winter

Jan 11, 2016
Consulting Case StudiesDesign

Recently, I had the pleasure of working with one of our Florida based photographers, Thomas Winter. Tom came to me looking for some refinements to his logo. His original logo had potential, but when viewed small it had some readability issues. 

Tom’s original mark

In the first round I included an option that was very similar to Tom’s original mark as well as a few other options that were a little bit different, but still had the same stylistic look. Here are a few of my favorites.

After the first round, Tom liked where we were going but wanted to move towards the option that looked most like his original mark. He also suggested adding a hand lettered element from his signature and sent a few samples over. While the idea was a great one—his initials, TW, were being easily mistaken for either RW or TH. So, we decided for the second round I would incorporate his initials into a hand-lettered option along with further developing a mark that was fairly similar to his original one. Here is a favorite of mine from the second round.

The hand-lettering option immediately stuck out to Tom, but he wasn’t 100% sure about the layout, so we experimented with a couple options before we settled on one. After we settled on the design, we did a bit of tweaking to Tom’s orange and grey palette and came to a palette that included a copper, a granite and a silver grey. Here is Tom’s new primary logo, mark and secondary logo.

As always, it was a joy to work with Tom, but I will let him speak for himself.

It had been about 3 years since my last logo tweak, and I wanted a fresh look. Samantha, a designer at WM, took it totally out of the box and came up with a design inspired by how I initial everything. She completely embraced it, and I love the design. You can’t skimp on certain things, and brand/logo design is one of them.

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Tags: design logo refinement samantha mccafferty thomas winter