New logo and identity designed

I have created an identity for IMG Associates who are a China based contract manufacturer and distributer of fine kitchen and bathroom furniture. This is for business stationery, online catalogues, print material and eventually a website.

The company is committed to manufacturing high quality products and strives for design excellence in every facet of its business. To ensure a consistent brand image, it was important for the client that the design aesthetic be maintained throughout the company’s output.

To achieve the dynamic logo, I offset the contrasting subtle greys in the furniture visuals with a stark red three-dimensional square logo, tying in the geometric form of the client’s product line while also using a colour that is both memorable and reminiscent of where the client company is based. The overall aesthetic of the product catalogue was further enhanced by employing clean, well proportioned layouts with generous areas of white space. Typographically, I opted for Gill Sans medium for the body, Gill Sans light for headings with Didot bold in lowercase for subheadings.

For a long time I have wanted to use a shiny “web 2.0″ technique in print as I haven’t seen this done very much and I am very happy with the results.

Furthermore I have very much enjoyed working with the company’s exacting and thorough CEO, Geoffrey Lew. As is usually the case with each design assignment, I felt stretched by the job, and so I hope it has improved me as a designer.

This article was posted on Friday, July 25th, 2008 at 10:51 am and is filed under Design.
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35 Responses to “New logo and identity designed”

Tracey Grady, on July 26th, 2008 at 12:36 pm, said:

You’ve achieved a very clean, polished look. There are times when the crossover from Web design trends to Print design can work very well, and this is one of them. I also really like Gill Sans and Didot. Nice to see you enjoyed this project so much.

Tracey Gradys last blog post..When RSS doesn’t play nice
Rob Cubbon, on July 28th, 2008 at 12:24 pm, said:

Thank you, Tracey. I do believe you are the first commenter to make use of my CommentLuv and we have a link back to your blog post about RSS. Great, it works!
It can be difficult to get the crossover between print and web consistent. So far so good with this project. Thank you for your comment.
Andrew Kelsall, on July 29th, 2008 at 9:26 pm, said:

Hi Rob, I stumbled across your site the other day, and have been reading some of your articles.

I do like this logo, it’s clean, simple and really, really suits the products it represents. I suppose the red color sets it apart from the competition??
3srk, on July 31st, 2008 at 3:32 pm, said:

thank you for sharing
Yiwu, on August 2nd, 2008 at 4:59 am, said:

I also like the logo,but how do you think about our logo.
Rob Cubbon, on August 2nd, 2008 at 10:10 am, said:

The logo at AmandaIEC is great, Yiwu. Very corporate which I’m sure is the effect you want.
Rob Cubbon, on August 2nd, 2008 at 10:22 am, said:

Hi Andrew, I think we’ve communicated before when you introduced me to http://www.sqwink.com, how’s it going? Thank you for the kind words about the logo. I’m not sure how special the colour red is for the client’s sector however they were very keen to have it this colour as a nod to their adoptive country, China.

Thank you, 3srk.
Andrew Kelsall, on August 3rd, 2008 at 2:27 pm, said:

Hi Rob, I can’t remember introducing you to my other site, Sqwink, but I’ve spent so much time online with various projects, research, blogging and socialising, I’m starting to loose track

As for how I’m doing, I’m doing great thanks. I’m starting 2 new blogs, as well as having a new baby…I love to be busy!

About the red colour, I’ve never seen it used for bathrooms etc before, they’re usually blue/grey in colour. I think it stands out well. I’ll look forward to your next post…

Andrew Kelsalls last blog post..How shocking can a Jpeg be?
Rob Cubbon, on August 9th, 2008 at 9:55 am, said:

Hello Andrew, I don’t spend enough time online hooking up with people and sites, I’m sure it pays dividends. Congratulations on your new baby. Hope you find time to do all the things you want to now!
Tanner, on September 9th, 2008 at 7:43 pm, said:

The logo looks beautiful, specifically because of the simplicity of it all. My motto is: if the name of the business is simple and easy to remember, the name of the business should be the logo.
dui, on September 14th, 2008 at 7:39 pm, said:

nice design, it’s clean and powerful. the shiney one does look a bit different from the printed designs though. i think it would be best just to stick with one. jmho.

duis last blog post..Forgot Miranda Rights
Rob Cubbon, on September 16th, 2008 at 11:14 am, said:

Hello Tanner, I agree. I’m a big fan of simiplicity.

Hello dui. Thank you for your comment. You make a good point about the difference between the logos. We started of with a plain two-dimensional one and went to print with it and then the client thought it looked a bit too ordinary and I created the shiney one. So now we have two!

We’ll have to think about this.

Received opinion about logos and identity is that you should have only one logo and it should never change in colour, shape or interpretation. However, I’m not so sure. Some great brands have multiple or changable logos: Tate (museum in UK), the Beatles, MTV. Some have changed too much: Quark. Some not enough. It’s a really good point you’ve raised.
Great Wall of China, on September 17th, 2008 at 1:09 am, said:

It makes me feel good looking at that pic. It looks very cool!
Dallas Web Design, on September 19th, 2008 at 9:33 pm, said:

This is a very nice clean design. It moves the focus of one’s attention to the product no an overdone page or logo.
Contract Furniture Manufacturer, on September 22nd, 2008 at 4:07 pm, said:

I like the logo because of its simplicity. It is bold and has clean lines with very contrasting colors as it stands out. I like it and think they should to.
Rob Cubbon, on September 24th, 2008 at 9:36 am, said:

Thank you, Great Wall of China, it’s a Chinese company.
Thank you, Dallas Web Design, yes, it’s the product that is the most important thing.
And thank you, Contract Furniture Manufacturer, I’m a big fan of simplicity. This client is a wholesale furniture company!
Firebubble Design, on October 7th, 2008 at 2:13 pm, said:

Hi Rob, this is the first time I have came across your site and I really like its look and relating to this article I feel the logo works well. Like others have already said the contrasting colors help it stand out.
Air Jordans, on October 26th, 2008 at 12:17 am, said:

Thank you for the step by step tutorial. I learned something from it that I can use in my next gig.
Saniyah Fuentes, on October 27th, 2008 at 7:34 am, said:

Great logo… clean, elegant and Web 2.0 look and feel… It’s seem that you achieve your goal with this log, I suppose client is very happy…
Congrats, great work
Rob Cubbon, on November 5th, 2008 at 7:03 pm, said:

Hello Firebubble Design,
Thank you for your kind words about this article and the site as well. I have actually re-designed the site since you wrote those comments so I hope you come back and tell me what you thing again!

Thank you, Air Jordans for this and many other comments.

I was trying to get the Web 2.0 look into this print job, Saniyah, thank you.
Acuity Designs, London, on November 6th, 2008 at 8:09 pm, said:

Very clean and polished outcome Rob.. good work
Jesce, on December 2nd, 2008 at 4:16 pm, said:

Сенкс. Интересно, и вообще полезный у Вас блог
Tom, on December 30th, 2008 at 3:39 pm, said:

I don’t usually comment on the decor – but great job! I love what you’ve done with the place!

…wait… is this web 2.0 or 3.0?!
Rob Cubbon, on January 19th, 2009 at 4:25 pm, said:

Thank you Acuity Designs, Jesce and Tom for your positive comments.
Adrian Rementeria, on February 24th, 2009 at 2:36 pm, said:

Very clean, very strong, simple an elegant design.
I love the colors palette Rob.
Congratulations!
Rob Cubbon, on March 1st, 2009 at 1:28 pm, said:

Thank you, Adrian, your site looks very clean, simple and elegant as well!
The Kiss Klimt Blog, on April 20th, 2009 at 5:08 pm, said:

The logo is particularly cool, gradients defintely portray contemporary and stylish feelings. Good new identity!
Rob Cubbon, on April 25th, 2009 at 9:02 am, said:

Thank you The Kiss Klimt Blog, the logo is not as good as Gustave Klimt though!
Tim, on October 28th, 2009 at 1:49 pm, said:

The site is very nicely done, a lot of creativity is reflected here.
Rob Cubbon, on November 7th, 2009 at 3:30 pm, said:

Thank you, Tim, I’m glad you like the creativity.
Elijah, on January 21st, 2010 at 6:02 am, said:

Wow, great work. i love clean and simple. i guess the older i get the less my eyes can follow. so simple is good for now.
Dirk, on February 24th, 2010 at 12:52 pm, said:

I really like this. The logo and identity is simplistic and clean and all works really well. This is certainly something any logo / graphic designer could add to their portfolio with pride. Great work.
Rob Cubbon, on February 26th, 2010 at 3:23 pm, said:

Thank you, the client had a lot of input on this one!
Lilly, on June 22nd, 2010 at 2:44 pm, said:

This is a very nice clean design. It moves the focus of one’s attention to the product no an overdone page or logo.
Rob Cubbon, on June 22nd, 2010 at 5:41 pm, said:

Thank you, Lilly, that was the intention!

Graphic and Web Designer London UK