The logo design project was completed as part of a full branding project. Stratega Group Ltd is a new financial company based in the United Kingdom dealing with large clients in various financial fields.
With no previous brand, I was given free reign to develop something new. With some guidelines and wishes from the client I started the process;
Brainstorming and Sketching…
I presented ideas based on the meanings of the core subjects and in this case Stratega, Strategies, Strategy expanding into Achieving, Tactics, Goals and Planning.
The core meaning of a strategy is;
To achieve an action through use of tactical dynamic planning and skill.
The ideas were expanded and I looked at how strategies are enabled specifically looking at battle strategies and more so the most prominent and effective strategies or formations in recent and past history.
This led me on to thinking about the “Art of War” by Sun Tzu and his conception of the “3 Pronged Attack” where a centre force would go straight for the enemy and the left and right forces would move left and right to flank the enemy force and crush them in their centre disabling the enemy in one fell swoop.
The visualisation in my sketches show how financial planning and strategies can achieve goals, i.e. cutting costs or expenditure.
During the design phase I considered various colors;
- Black – Wealth and Sophistication
- Soft Grey – Respect & Wisdom
- Strong Purple – Efficient and Intelligent
- Blue – Trustworthy
- Red – Strength and Passion
For the initial designs I chose “Bree Bold” which I wasn’t particularly happy with..
I had been sketching various versions of the three prongs and had to progress from my initial drawings as it looked slightly wrong, something I was obviously keen to stay away from.
The client was perfect every step of the way, providing feedback when needed. Some of the feedback on the ideas above came back like this;
Reminded us of opening sequence of Dad’s Army
The other logos gave us the impression that the word had almost been miss spelt, if you see what I mean, through the highlighting and the arrows on the “E”.
The feedback requested that I also look in to the Power option. I wanted to steer away from the ‘Money’ side of things as it would be far to tacky and ‘normal’ for my liking.
So I spun the whole strategy and power on it’s head. The most powerful formation within an armed force, especially in a cavalry troop is the Wedge or ‘Flying V’ as it is sometimes called, this formation can pierce the hardest infantry line and is extremely powerful.
I mixed the flying V into a few different version and came up with No.3 (purple background), the individual triangles are broken down to represent the units within the ‘Wedge’, the three separate ‘Wedges’ on top of each other represent the 3 pronged attack and powers in numbers. It’s all just an abstract view which works very well together. I changed the typeface, moved it away from “Bree” which it was originally to “Often” and believe it suites very well.
Options 1 and 2 were brought out of doing No.3.
The client chose Option 3, which was my preferred choice.
The Stratega Group Ltd branding process was an awesome job to work on, the clients were an absolute dream to work with.