25 Feb '14
The process behind logo creation is often oversimplified. The most recognisable logos such as the Nike Swoosh may look simple but there's nothing simple about what goes into creating how effective they are. The most successful brands sell more than products and services they also sell the big picture behind their brands, logos should do the same.
Whenever a client approaches us to create a logo or evolve the one they already have, we aim for a design that communicates. We revert to the brand's strategy for creative direction, there has to be a plan based on logical thinking. This is where the logo starts to take shape, both metaphorically and literally.
Shapes take a main cast role in the play of logo psychology, along with colour and typography. Often, brands and designers get trapped into designing on aesthetic value alone, risking a logo disconnect - aka disaster. But if you hit that sweet spot between aesthetic value and concept based on brand attributes, that's logo heaven.
Some of the brand identities we've created:
The focus of this brand is mothers and babies, while keeping in mind the community at large. Circles in logos project a positive emotional message, they can suggest community, love and unity while curves are largely associated with a feminine nature.
Helix trains its clients how to progress and increase the efficiency of their digital finance services. Triangles trigger association with stability and precise logo shapes combined with straight lines impart professionalism, efficiency and strength - qualities that most would look for when it comes to businesses dealing with their finances.
Zuku was the first brand to bring 3 play to Kenya. Exciting, dynamic, new technology. The pod shapes combined with bright colours communicate fun, dynamic and casual. Soft and rounded typefaces largely give a youthful appeal. The bold lettering has a more masculine edge which creates a gender balance when combined with the female inclined curves of the pods.
19 Feb '14
Back in 2008, we shot a TV ad for Zuku as part of the launch campaign.
The first assistant director was a lovely lady who was very energetic, bringing a lot of fun on set. She chatted up the cast and crew, making evryone happy as she went about her business of making sure this was a great shoot for all. And yes it was.
Here's to wishing Lupita Nyong'o a brilliant career ahead.
And here's the ad she helped direct.
04 Feb '14
Last October, Safaricom picked ARK's Allan Gichigi as one of five photographers to travel the country and capture images of daily life in Kenya for its 2014 calendar. Out of 12 images selected, 5 were by Allan!
Yesterday, the Sony World Photography Awards also took note of his talent and shortlisted him for this year's awards, in the split second category, for one of the images he shot for Safaricom while in Kisumu. The image features a fisherman called Morris casting his net at dusk at Hippo Point.
May you bag the big one Allan!
31 Jan '14
Meet the newest member of the ARK library - Sport & Action! This is the definitive book on sport and action photography by photographers who are respected the world over. We got it thanks to one of them - John Gichigi, who is featured in the boxing category. If the name sounds familiar, it is because his son, award-winning photographer Allan Gichigi, is a member of the team at ARK.
Gichigi Snr, thanks for the gift you gave us, and for the book as well.
29 Jan '14
We've been working on some big and exciting projects that took a few members of the ARK team to Europe last December. The first stop was the great city of Amsterdam, where we presented a much-anticipated brand strategy to our clients, Koneksie.
The Koneksie team are all-round nice guys and wonderful to work with. The innovation-led project and their infectious passion for motorcycles and creating a genuine social impact sits well with our work ethos and two-wheel culture.
Next, we paid a visit to our good friends and partners, Seismonaut, in Denmark. We share similar values in helping clients synergise the growth of their business through the use of inexorable digital and new media technologies. It was a pleasure to spend time with them and share knowledge while enjoying all types of delicious smørrebrød.
All work and no play… is unfathomable. We made sure to squeeze in time to enjoy the sites and partake in some fun activities. How could we resist a few rides in some of the most bicycle friendly cities in the world?