Any situation that involves a global leading company in their field to completely rebrand their business visual identity design is quite a honour. So you can imagine I was excited to be part of this design journey that started back in August.
Founded in 1985, Guralp has been in the business of designing, manufacturing, delivering products, services, systems and solutions for seismic instrumentation for nearly 30 years. With an enviable global client list that includes governments, academic institutions, nuclear power plants, oil & gas facilities, geothermal energy plants, dams and buildings to name but a few they felt it was time to bring their original hand-drawn logo and whole visual identity up-to-date.
Unsure of whether they wanted to retain a degree of the existing logo or not, and working closely with their marketing manager Emma, I first set out doing a detail examination of the visual identity including a logo health check, analysis of the brand, competitor research and a detailed look into seismology as a science.
It was soon very evident that there was the potential for some design options from an evolution point of view, so a number I created a number of logo designs that answered the brief in various ways.
Guralp’s executive board concluded that the preferred concept was a design that took a literal interpretation of the Guralp spring, one that had been inspired a shifting seismic plate diagram.
The journey of a visual identity…
Here’s a brief overview of how I got from the logo healthcheck to the final logo.
The first part of the project was to healthcheck their existing logo design.
I created a Pinterest board to help me with my seismology research. It was centred around measuing seismic activity and geometric graphics.
The seismic plate reserach that sparked an idea.
Sketching out seismic plates in a graphic form as a idea which eventually went on to form part of the identity.
Sketching out the refined logo design.
The logo device creates a seismic shift visual. Visual connotations of shelter, efficiency, progress and protection. Negative space implies a ‘more than symbol’, or unlocking discovering potential, increasing understanding. typographic style of strength and elegance.
The choice of typeface for the logotype was specifically chosen because of its geometric precision, and that it had a sister typeface family which would work as a secondary typeface for the visual identity guidelines.
After several small amendments to the logo, board level approval was given. It’s always my objective when designing a new logo or brand identity, that I consider the wider implications to how it might roll out into the wider visual identity. I consider this to be absolutely critical to any logo design job I undertake.
The final Guralp logo design which forms the foundations of their new visual identity. Shown here in various size and colour options.
The brand identity applied to the business stationery – the first part of the visual identity roll out.
The next step of the project was to roll the new brand identity out into a set of visual identity guidelines that could be used both internally by Guralp, but also by resellers of their products across the globe.
A pleasing end to this was a comment made by a customer in the US who said, “wow it looks great, so clean and crisp. I can’t even remember what you had before now…”