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The Cleaning CorpsFeatured Logo

The Cleaning Corps

Interview With Jon Stapp

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

The first step was to have my client fill out a detailed creative brief. From this information, I ascertained that my client — an upstart D.C. area cleaning and restoration service, specializing in carpets and upholstery — was interested in positioning their business as an affordable, reliable, local alternative to nationally-recognized industry veterans like Stanley Steemer and Servpro. To do this, my client needed solid brand recognition through the depiction of strength and dependability. For me, the business name conjured images of regimented, organized, pseudo-militaristic strength and integrity, so I started thinking of ways to portray that in a mark. I’m a huge fan of Art Deco, Bauhaus, and wartime propaganda artwork, and I thought these styles would lend themselves beautifully for The Cleaning Corps. I spent many hours researching art from these periods, and my ideas for this mark started to take form.

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

Brain + Adobe Illustrator CS4.

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

After hours of research and word-mapping, I moved to the pencil-and-paper thumbnail stage. Lots of different ideas were developed, and some — including designs that evolved into the final mark — were later fleshed out on the computer. Once on the computer, I was able to determine which ideas were working, and a few were polished up to present to the client.

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

Custom type, inspired by wartime propaganda posters.

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

The color scheme was mostly influenced by those found in wartime propaganda posters, but I also wanted something that felt very ‘industrial.’

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

This sketch represents a small fraction of the development that went into this particular concept. Countless other thumbnails for several different concepts were developed, as well.

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

It’s really hard to say, as this concept was among many that I developed. From receipt of the initial creative brief to delivery of the final logo was about 3 weeks.

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

Honestly, I don’t feel like there were many challenges. My client was an absolute pleasure to work with, and was very enthusiastic about each phase of this project. A very detailed creative brief, and solid communication — both in person and via email and phone — really helped make things super easy.

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

Absolutely nothing. After initially presenting this mark and 4 other concepts, it took my client and her partners a total of 15 minutes to determine this mark as their favorite, with zero changes. This final mark represents not only my original artistic vision, but also all of the ideals and objectives important to the client. They’re happy, I’m happy; everyone’s a winner. Plus, the logo will be featured in the upcoming books, ‘Letterhead + Logo Design 12,’ and ‘I Heart Logos: Season 1,’ so I’d say I’m quite satisfied with the results.

More Designs From Jon Stapp

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