DRUM LOGO
ROLE: Direction and Design by Jody Pritchard
Client: Matt Porter, CEO of Drum
When Matt Porter became the CEO and owner of management consultancy Drum Associates, he knew that the logo he inherited wasn't helping his business. He had decided to drop "associates" and adopt a more contemporary and unique logo. My goal was to create a design that gave the company an opportunity to express its value to clients.
Drum focuses on finding high-quality candidates. The D that is nested within a circle symbolizes finding the right fit. It creates an aerodynamic shape that is launching up and forward, expressing Drum's ability to help businesses thrive. The wide custom type matches the forward momentum and utilizes a reliable and steady base.
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The logo system includes a primary logo, secondary logo, and monogram for flexibility.
PRIMARY LOGO
SECONDARY LOGOS
DEVELOPMENT
STAGE 1 - ASSESSMENT AND INITIAL SKETCHES:
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The process began by assessing the current logo with Matt. We established that it needed to be custom instead of an off-the-shelf typeface and that it should be more contemporary. Our goals were that it should be simple, but not boring, have the ability to branch out in the future, and that it needed to be approachable, modern, and impactful. To make sure that Matt was included in the process I asked him for his feedback on these initial sketches.
OLD LOGO
INITIAL SKETCHES
STAGE 2 - OPTIONS:
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Matt liked the bottom right because it referenced a flywheel concept and the sentiment of the overlapping shapes. I used his feedback to present three viable yet distinctly different options.
OPTION 1:
Symbolic of the cycle of client relationships, choosing to work with Drum accelerates businesses. Letters lean forward, emphasizing momentum and forward movement. Lowercase is approachable and allows the "D" ascending arm to reach up and have a rising effect.
OPTION 2:
Drum clients are looking for the right fit. The Piechart-like intersections symbolize the sweet spot where the perfect candidates are found. This also represents partnership where multiple shapes come together to create the D. Uppercase type looks more authoritarian, but the overlapping of the type is playful enough to remain approachable.
Option 3:
The D is nested within a circle to create a sense of finding the right fit and creates an aerodynamic shape that looks like it’s launching forward. The broad type has forward momentum, a sense of strength, and creates a steady base.
STEP 3: REFINEMENT
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After eliminating option 2 and debating the merits of option 1 and 3, Matt chose option 3 for it's more contemporary feel and uniqueness. From there, refinements were made, such as the curve on the right of the "M" and the distance between the icon and the wordmark.
