Thought I’d share with you some of the process involved in creating an identity mark for Marathon Social, a start up social media public relations firm.The client wanted a bold, clean and corporate mark that had an active tone to it.
Below is a look at the development of the identity and how it developed over two rounds, which is a fairly quick and thin proposition for identity work.
A carryover from my college days is a benchmark to complete 50 different sketches (most of dubious merit) before I move into the computer. It continues to be valuable because I don’t have preconceptions about color or form based on software vogue. To follow, are a few selections from my sketchbook pages…
The client was very specific about wanting a logo in addition to a wordmark. Shades of the final mark can be seen in the bottom right above.
I pursued two primary graphic directions: monogram and triangles.
Abstracting the “marathon” part of the name, I made overlapping triangles that formed a sort of foot/shoe. Rotating the points forward could make them into multiple shapes that come together to form an M.
I’ve been big on triangles this year. And particularly three pointed shapes with circular cutaways. Some soft longing for Herman Miller? It dogs me but doesn’t stop me.
The monogram changed to become symmetrical. The color fade within the mark is to emphasize the S within the M. Pretty and liked but the client voted it down as too Transformers. Maybe. But hey, the 80s are back.
The three triangles sit within a Fibanacci meter. The smaller two create the third. The spacing between the feet of the M are the distance of a middle triangle. Outside border and typography are each a small triangle in scale.