Anthony, founder of Cerrito CNC, needed a logo for his new business venture, MachineToolSearch.com. He had another design team create a logo, but he wasn’t feeling it. The logo was kind of simple and didn’t command attention on the web page, nor did it reflect what the company was all about. Hearing about my previous experience in logo design, he asked me to create a new logo for his company.
I happily accepted the opportunity! I began this project by doing some web searches of similar companies to see what they had for logos and get a general feel for the industry. After my initial search, I had a few graphics and characteristics that stuck out. These companies handle the buying and selling of machines and tools, so the logo design needed to reflect that. Gears, metal, bold, simple - these were the characteristics that stuck out to me.
Time to get out the sketch book. Though I am much more at ease creating on the computer, I wanted to take a step back and take the time to hand sketch some ideas out. This allowed me to think about each of the different elements I wanted to incorporate and the overall look I wanted to capture for the brand. Plus it was much easier to bring the sketch book with me to my son’s baseball practices 😉.
Next, it was time to take these sketches and render them in Adobe Illustrator. I took the elements that I felt were strongest in the sketches and put them together to create the first draft of logo ideas.
I felt the gear icon was a strong design element to visually identify the machine aspect of the brand. I also thought that “Search” is a strong word for potential customers to understand that this is where you will find the machine you need. So I made it a play on a search bar in some designs and as an arrow pointing to your search destination. I thought it was clever 😁
I am happy to report that the client was impressed with all of the options he had to choose from. In the end, the final logo for MachineToolSearch.com is this one.
I have to admit, this was my favorite choice of all the options created as well. This was a great project and I very much enjoyed creating for it.
Which design is your favorite? Let me know in the comments!
You can see this logo in real life on the website MachineToolSearch.com
Thanks for checking out my work and reading along!
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