Portfolio: Corporate Identity

Sheffield Tree Care is a new company of tree surgeons & arborists who wanted to present a professional image. Argument from Design investigated several options for the design—including Old Master drawings & evocative photos of trees. For the final design, we took a photo of the owner’s favourite type of tree—an oak—and reversed the colouring.

The design is extremely flexible & can be seen in a variety of environments—from business cards & letterheads to t-shirts & vans.

Distinctive Windows’ logo had to convey the quality of the company’s offerings—and suggest, in a straightforward way, the business that they do. Argument from Design created a one-colour design, split into two (one the full green colour, another a lighter tint of the same colour) to suggest an open window.

The typeface—a variant of Caslon—has a long history within Britain & its special ligatures suggests ancient craftsmanship & an attention to detail—all appropriate connotations for the company.

Perhaps the most unusual job Argument from Design have ever had was the creation of logos for “Hufu”—a tofu-based product that is supposedly textured & flavoured to resemble human flesh. Obviously an idea designed to get a rise out of people, Hufu needed imagery which would convey the history of cannibalism & Hufu’s tongue-in-cheek sense of humour. Argument from Design were proud to step up & create some memorable imagery that would be suitable for t-shirts, barbecue aprons, cookbook covers & more.

Argument from Design created three logos which were a combination of both serious & funny, playing upon old B-movies from the 1950’s & “Far Side” cartoons. We created what we call “Easter Island” (red roundel), the “Hungry Native” (blue roundel) & the sensitively-named “Fat Guy” (rectangle). All feature prominently on Hufu’s website & marketing material.

Media response has been explosive. Most importantly, Hufu & our designs have featured on Comedy Central’s comedic news hit “The Daily Show” (look for the clip called “Flesh In the Pan” by reporter Samantha Bee).

Matrix Network offers SMEs seminars on marketing, sales, legal issues, effective use of IT & more. Matrix needed a logo to reflect their centrality as a “teaching hub” & networking centre for these SMEs. In addition, they needed two designs: one for their website & one for their business cards.

Argument from Design created a logo of individual “nodes” that reach out to one another in order to form a tight mesh of interconnectedness, representing the connections SMEs make through the Matrix Network. Jewel-like colours help the logo sparkle.

The print variation of Matrix’s logo reproduces the logo in tints of one colour to reduce printing costs.

The official background of the directors & agents indicated to Argument from Design that debt collection agency Debt Ltd’s logo had to convey a legalistic look. And to save stationary printing costs, the design is one colour: a rich wine-red.

In order to convey a legal background, Argument from Design created a logo based upon the ancient Sheriff’s coat-of-arms. Moreover, we placed it within a monogram—intended to look like a seal.