Ascot 1972 - Logo Design
Ascot is a company who offer high-end footwear products. 1972 is the casual leather footwear line and it is the year when it was established.
The company approached me to design a simple but identifiable mark that would allow them to stand out from the competition. Furthermore give the opportunity to re-start this line of the brand. Finally, as a result allow the business grow again.
It was important that the logo is designed to attract older and younger generation as well. It was also important that the design appeals to men who want to have the comfort and quality, while the product still remain affordable.
Designing the logo
I explored various routes during the design phase. However, the strongest direction came when working to create a badge type logo what gave the old school feeling to the design. This variation of the logo can be transferred easily to the leather material. To push the idea further, I added additional elements to the brand mark. Also, explored various styles of the circle badges to achieve the final symbol. The final results from that development work have been presented here as part of the final logo design.
To compliment the circle badge I used a bold, serif typeface that has added old school feel to it, while it still remains approachable for any generations. Whilst being simple and looking professional, the characteristics of the typeface also allows it to feel honest and serious.
Nature of the style of the logo and placement of it I have used only one colour for the logo. For the reason that, I only used dark grey colour what still gives some dept to the logo design while it will be used on different materials or packages.
The final result is a very stylised and serious logo design that’s simple, yet modern and energetic logo. That will work well for casual leather line when the time comes to production. I feel confident that people will be happy to wear this mark with pride.