Logo & Branding: Baird

Since my last rebrand, carried out in 2008, I have completely changed my processes, the style of work I do and now spend a lot of time writing and reviewing design for BP&O. As such I did not feel my current identity was truly representative of where I am today so have developed a new solution which is far more on target.

The two parts of a complete circle containing the logo-type represent a dual brand and packaging service, the complete and complimentary approach I take while the slight tilt introduces a more unconventional quality. The utilitarian stencil aesthetic characterises a practical, systematic approach and the often minimal solutions I come up with, this is also emphasised by the simple geometry of the bespoke letter-forms within the Baird logo-type. The flourishes across the ‘a’ and ‘r’ are designed to offset this focused functionality slightly and deliver a broader impression of my abilities, drawing in creativity and the written aspect of my work. A mono-line weight delivers a consistent sense of reliability but also one of appropriate restraint. There are four basic logo assets each with a different weight to accomodate a variety of different applications including Twitter, Dribbble and my personal website.

As a designer that believes in an open and close collaborative approach, utilising a profile picture alongside such an identity introduces the personal and accessible aspect of my service which also extends across my BP&O profile where I am very keen to engage with other designers and design clients.

I am very open to other opinions especially with regards to potential applications of this identity across printed collaterals.

Visit the BP&O Logo Gallery for a glossary of all the identities reviewed on BP&O.