I’ve worked for David Reeves since 2008.
Recently he’s wanted a revamp of his logo, branding and website.
This is the story of how the logo was remade, starting at the end result and working backwards to the original design.
Here’s the new logo which is monolithic, like a NYC skyscraper, but has a sheen like fabric and the deep blue of a classy Savile row suit.
Here’s the favicon, the small mark to go in the web header.
This route nearly made it, but problems with the ‘S’ and it’s nearness to the brand COS ruled it out. It’s based on a 1950’s shadow typeface of Gill Sans Bold. It was originally supposed to be used with Gill Sans Bold in a light grey. Formal yet dynamic, sharply cut.
A negative version which is rather heavy.
I like this one below, the game it plays with your eyes is quite memorable.
And here’s the original logo. Which has elements of flags, tailors chalk, pinstripe and American newspaper headlines.