Developers Club geek daily blog

2 years, 4 months ago
About a year ago the Acronis company has carried out rebranding and has replaced logo. I? the direct participant of these conversions, would like to tell how it everything occurred.
As we have thought up new Acronis logs, and that from this it has turned out
Our CEO? legendary Sergey Belousov has decided to change a lot of things in the companies, including logo. The task has been formulated quite simply:

As we have thought up new Acronis logs, and that from this it has turned out

During consultations two more important requirements have become clear: log has to be such that it can be drawn by hand, and there has to be some communication with friendly to us the Parallels company. Well and, of course, it would be ideal if the sign was related to backup and data security.

For me was disturbing to do logo for such big company? tens countries, millions of clients. There was a strong wish to show worthy result. Besides, the task for logo was received at once by some designers from the USA, Denmark and Russia.

The simple solution has come to the first to mind: to refuse icon and to leave only text part. Designers from Denmark have offered evolutionary approach? to move away all superfluous of old logo:
As we have thought up new Acronis logs, and that from this it has turned out

Simply, easily, it is modern. Easy unostentatious restyling, thus succession has remained. But not everything is so simple. This solution was not pleasant to Sergey:

As we have thought up new Acronis logs, and that from this it has turned out

I have started straining strenuously tiny brain and to think out options. There was a wish for something easy and modern, but thus not banal. I have tried to combine some meanings:

As we have thought up new Acronis logs, and that from this it has turned out

Attempt to address to classics? modern heraldry:

As we have thought up new Acronis logs, and that from this it has turned out

Gradually something began to turn out less banal. Here, for example, pile from clouds which is similar to the building (on the cut long loaf too probably, but it did not include in my plans):

As we have thought up new Acronis logs, and that from this it has turned out

Further absolutely vanguard ideas have gone. For example, idea in taking normal subjects and to allocate them with super reliability:

As we have thought up new Acronis logs, and that from this it has turned out

Belousov had liked option with cloud long loaf, but such reaction has followed after a while:

As we have thought up new Acronis logs, and that from this it has turned out

If it is honest, I have felt sense of relief. Clouds in the form of icons are not too beautiful and not always cause the correct associations (well you have understood). Besides, millions of similar logos are already drawn to be convinced of it, it is enough to enter request? cloud logo? in the searcher.

I and other designers have continued work on logo. The quantity of different options grew, but did not conduct us to task solution. Here only small part of the offered logos:

As we have thought up new Acronis logs, and that from this it has turned out

Terms started drawing in, but anything valid standing it was not offered. And once, in thoughts about backup, reliability and letter A, I gave rise idea: it is possible to reflect idea of backup directly in letter!

As we have thought up new Acronis logs, and that from this it has turned out

Still I have thought that abruptly will be if the sign is part of logo. Thus it will turn out to get rid of duplication of the first letter and at us A Acronis will not turn out.

As we have thought up new Acronis logs, and that from this it has turned out

In support of idea the poster that safety does not happen too much was drawn:

As we have thought up new Acronis logs, and that from this it has turned out

This sign was pleasant to me. Plus, in it was succeeded to satisfy almost all conditions which are laid down to new logo. I with a sinking heart waited for reaction of our CEO.

As we have thought up new Acronis logs, and that from this it has turned out

After the idea has been approved, it was necessary to select suitable font. Time already drew in and it was necessary to work quickly. We have solved? to go on classics? also have selected a little modified Helvetica with coquettishly cut letter r.

As we have thought up new Acronis logs, and that from this it has turned out

The logo has been publicly presented in such form. Reaction was very different, but in most cases positive. Lot of work on implementation of new logo has begun: guidelines, site, documentation.

It is a little? having worked? with new logs, we have understood that the selected font suits us not completely. First of all it would be desirable to make the identical thickness of strokes in letter A. Plus, Sergey wanted the most geometrichny font. We have decided to redo a little writing and have addressed to the company which is engaged in lettering. Now we had slightly more time, and later set of iterations we have received result which suited all.

As we have thought up new Acronis logs, and that from this it has turned out

To draw attention of colleagues to new logo, we have hanged out posters which explain essence of new sign of the company on office.

As we have thought up new Acronis logs, and that from this it has turned out

And once I have seen tweet from Sergey Belousov who has made to himself on shoulder tattoo with new sign of the Acronis company:

As we have thought up new Acronis logs, and that from this it has turned out

It became clear that new logo, at least, for a long time. At first the new sign has appeared on the site. Then at offices of the company, for example, in Singapore:

As we have thought up new Acronis logs, and that from this it has turned out

From the German office have sent the photo of such car:

As we have thought up new Acronis logs, and that from this it has turned out

There was set of artifacts with Acronis symbolics, including quite strange:

As we have thought up new Acronis logs, and that from this it has turned out

Through some time Sergey has come with new idea:

As we have thought up new Acronis logs, and that from this it has turned out

Font? it is very difficult. First, I was skeptical about this idea. But then we have addressed to our font gurus and they have turned to work. As a result we have received three most magnificent outlines of own font which is ideally combined with logo.

As we have thought up new Acronis logs, and that from this it has turned out

On it so far the history comes to an end. But it is sure that approaches the much interesting.

This article is a translation of the original post at habrahabr.ru/post/257807/
If you have any questions regarding the material covered in the article above, please, contact the original author of the post.
If you have any complaints about this article or you want this article to be deleted, please, drop an email here: sysmagazine.com@gmail.com.

We believe that the knowledge, which is available at the most popular Russian IT blog habrahabr.ru, should be accessed by everyone, even though it is poorly translated.
Shared knowledge makes the world better.
Best wishes.

comments powered by Disqus