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Merce HydroFeatured Logo

Merce Hydro

Interview With Josh Hayes

Q:Where did the idea for this logo come from?

This idea came from after exhausting my original concept (see Question 6) to the point of confusion. I simply made a list of the ideas/objects I wanted to incorporate into the design…and it grow from there.

Q:What application did you use to design this logo? E.g., Illustrator.

Scanned pencil sketch went straight into Adobe Illustrator. Image was constructed with the stroke tool converted to paths & use of the gradient mesh tool.

Q:What was your design process for this logo? I.e., Did you start out with pen and paper then move to the computer?

My first approach was to make a list, not only buzzwords (growth, function, etc.) but objects (arrow, water drop, M, etc.) with this I sketched out each of these till I had a set of minimal ideas, almost icons. From there it was literally a like a puzzle creating a both relevant & aesthetically pleasing arrangement of the pieces. Then more sketching, taking the arrangement of those pieces & boiling it down into a cohesive, singular image.

Synopsis:

Merce Hydro, a mobile irrigation company based in Northern Victoria, Australia specialise in redevelopment of drought effected areas for the purpose of farming & residential properties. The Mark is based on the use of a water drop, an arrow, pipes & finished off with an M. The arrow symbolises function & the arrow/drop cross section symbolises design – both core factors in engineering & invention of their systems. Green represents growth, their aim. Brown represents destination (drought area) their market. Water represents sustainabilty, their long term plan, and finally the pipe represents management, their ongoing analysis & monitoring of their network.

Q:What font(s) were used in the logo?

Both the logotype & the tagline are set in Proxima Nova, my Helvetica/Gotham surragate.

Q:How did you choose the color scheme for the logo?

Colour scheme was woven into the concept; Cyan (Sustainability) blending into Blue (Function) evolving into Green (Growth) leading towards Brown (Destination – Drought Area). Implying the more water pushed onto effected areas, the greater the growth.

Q:Do you have any sketches of the logo in the early stages?

On the left, there are two versions of the original concept, a map pin (representing mobility/location) & water drop (Irrigation). Realistically, the these ideas were too abstract. On the right are the alternate colour schemes of the final concept.

Q:How long did it take to complete the logo?

The original concept was fairly long winded, but the new reformed concept was super quick – Once I had written a list, it took 2 days from initial sketching to finished art.

Q:What do you feel was your biggest challenge in designing the logo?

Simplicity. I had a lot of elements & I needed a simple, straight forward approach. Being monoline, you’ve really need to make sure every curve, loop & angle works both in meaning & in scale. Also having a design that is so driven by it’s colour scheme, in needs to remain an interesting visual when those colours are removed in a monochrome situation.

Q:Now that the logo is finished, is there anything you would change about it?

I couldn’t be happier with my output.

More Designs From Josh Hayes

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