April 8th, 2010
The Evolution of the Primal Skill Logo
When I founded Primal Skill Ltd. I was still very unexperienced ‘designer’ (though I can’t say that I am an expert today), but I always knew that I had to create a strong, meaningful brand starting with the logo.
The first iterations were horrible. I tried many variations of forms and font styles. I had a basic idea in my mind, I wanted a futuristic, modern logo that would stand out from the crowd. So I’ve read many articles on the subject of branding, logo design and related. I learned about brand philosophy, company mission statements, short and long term plans, etc.
These were the first steps that I had to accomplish. A motto and a philosophy, and create the whole design package according to those. After this I started to visualize better what I wanted to see in the logo. I definitely wanted an abstract, but meaningful emblem with a modern font, spelling Primal Skill.
My motto was ‘Dream. Design. Code.’ (this year it was slightly changed to cover other services we offer, now it is Dream. Design. Execute.) and the emblem is based around this motto.
This is how it looked like in 2007:
I used green as the base color (back then the whole website had a base color of green), because I’ve learned color theory and the meaning of colors. Green is a calming color, a color of nature. It suggests freshness, harmony, growth and peace.
The three circles equals the three words in the motto and facing inwards suggests unification. Design and Code (now Execution) are unseparable from each other and Dream equals ideas that a customer may have. This philosophy still stands today, our clients don’t have to know design / code nor how to execute it, they just have to ‘dream’ and come with ideas. We’ll do the rest.
One more thing to note, the circles are different in size. The biggest is the Dream part, the middle is the Design and the smallest is the Code. The sizing is loosely based on the golden proportion principle. The proportions are equal, it’s just not 1.618 (the golden ratio).
The next iteration was just a facelift for the logo. I just repositioned the emblem and the font to make it more professional looking and removed the motto.
Once we hit 2010 and the site was horrible, I didn’t like the whole design nor the blog’s design. I know that many designers have the same frustrations too. So I decided once again to change the website design including the logo.
In fact the logo didn’t change much, only the base color of green was replaced with blue. Green suggested freshness, blue suggests more maturity and stability. It also symbolizes trust, confidence, intelligence and understanding. Studies show that blue is mostly a masculine color and it’s just right for us, because the majority of our customers are males.
This is the story behind the Primal Skill logo, please tell your thoughts in the comment section below.
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