John Potts Logo Development. From concept to reality…
As more and more companies are competing for recognition in the midst of COVID-19, your brand’s presence is now more important than ever.
Many businesses are looking to use this time to maximise their exposure and enhance their branding. Not only is this a great time to make a fresh start, updating your branding can capture the attention of your target market and ensure you aren’t forgotten.
Your logo brand is often the first thing that people associate with your business. A great logo is more than just a generic icon or symbol. It should capture the attention of your target market, set you apart from your competitors, convey your brand values and position your business in the minds of your target clients - it’s a visual ambassador and shorthand to what your brand stands for.
We love nothing more than working with businesses to create or develop brands that truly reflect their business ambition, opens up opportunities and adds tangible value to their business, however the process can take time and various transitions to arrive at the right solution.
A thoughtful and considered design process is key to creating an effective logo but have you ever wondered what’s involved?
Read on as we take you through our recent logo development for Macclesfield based John Potts Electrical Contractors...
Understanding the brief
The first step in the process is to understand the personalities and establish the client’s goals and objectives for their business, the values that have made the business what it is, the opportunities and who their competitors are.
John Potts was established in the 1980’s by Mr John Potts who had built the business over time and an enviable reputation for quality of service. Potts carry out a wide range of commercial and domestic services for clients throughout Cheshire and have a team of 10 qualified engineers. The local area is competitive with a range of sole traders and competing teams, so the logo brand needed to be professional and distinct so it stood out from the sole traders and competed well with other electrical companies in the area.
We also had to consider where the logo was going to be used. Not only did it need to stand out on the website and social media pages, it also had to be distinctive on van livery and staff uniforms which formed key marketing opportunities when the teams were travelling between and located at clients sites.
Whilst John Potts was well established and had an enviable reputation, Mr Potts had retired and the business was now owned by a previous member of the team who had ambitions to take the business forward for the next 30+ years and wanted a modern look and feel, but did not want to lose the qualities established and valued by existing customers. The logo brand needed to look professional for their commercial sector but still came across accessible for their domestic customers.
Head over to our Instagram account to check out the process of development. We explored a range of exciting directions to challenge how far the business was prepared to push the logo brand. Can you identify the different stages of transformation?
The final design
The final logo was exactly what we set out to create - modern, adaptable and eye-catching.
The main element of the logo was the word ‘Potts’ designed in stylised neon tube lighting to give the impression of an electrical sign, but retained a more subtle recognition to John, the founder of the business. We used a subtle colour palette which stood out on every application, was distinctive against competitors and had a leaning toward the Mercedes Race colours, a passion of Andy’s, the new Potts owner.
The font style was specifically created for John Potts to ensure they had ownership over the brand, along with bespoke icons in the style of the logo for use on the website and other marketing collateral.
Click here to take a look and let us know what you think!
If you’d like to use this time to develop your branding but aren’t sure where to start, why not get in touch? Our talented, creative designers can turn your vision into a reality and ensure that your business is not forgotten in these times of uncertainty.