Design Case Study: Logo Design of ASP Inc.

Recently, I was approached by the talented photographer Mr. Walter G. Arce to update the logo of his firm, Action Sports Photography Inc. in Concord, NC. His clients range from DirecTV to FedEx. A little bio of the company from their website:

Action Sports Photography, Inc. is a sports stock agency specializing in NASCAR photography, baseball, tennis, football and other sports. Started in 1993 with one dream in mind, Action Sports Photography has built a reputation to achieve what the client needs. NASCAR photography is our main expertise, with thousands of stock images from the NASCAR Sprint Cup, Nationwide, and Craftsman Truck series. With NASCAR photography as our main focus, we have what you need. Today, ASP serves the corporate community along with deadline media and publications of different sizes.

Mr. Walter Arce created the previous logo in 2 hours way back. He wanted to modernize it. Shown below is the old logo.

He is very fond of petroglyphs of Southwest USA. Following are the options given by me.

Option #01:

This logo combines both modernity and the art of Southwest USA. A petroglyph has been drawn as if it is holding a camera. The stars stand for  the excellence and great customer service of ASP Inc. The colors can be used in branding and visual identity. A modern type has been used to show the company’s name. The petroglyph used is a Kokopelli (the fertility God of the Native Americans). Instead of the flute, I tried to show a camera.

Option #02:

This logo also uses a petroglyph of Southwest USA. This is a very simple and one colored logo that can be reproduced anywhere easily. It can be seen as a glowing camera lens, a sun or an eye. It has immense possibilities in branding.

Option #03:

This is an illustrative logo using four colors. An image of a skateboarder is stylized. The symbol stands for Action Sports. ASP is written below the icon. A subtle color palette makes this a visual treat. The abbreviation ASP is customized type.

The client liked the first one and we worked on revisions to make it suit to his need and liking. After a lot of revisions, we finally arrived at the following identity which was liked by the client.

Further, the following color scheme and text placement were finalized to suit the web design and their new color scheme.

You can see the logo in action on the company’s website. A screen-shot of the site is shown below:

If you like my work, please, ask for a design quote by sending me a mail at yours[dot]saawan[at]gmail.com

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~ by Saawan on January 27, 2009.