David Malin

David Malin

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David Malin

Brand creation for a high- end furniture manufacturer

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The old logo had a variety of negative points:

  • It did not scale well and was not legible at smaller sizes, particularly on mobile devices or as an icon on social media
  • The logo was made up of 2 concepts that were competing against each other for attention: the bespoke number five (sidenote the previous designer ruffled a few feathers read here.) and various lines that loosely linked to a velodrome.
  • The 'rings copy' type was far too small even on the biggest items of collateral.
  • During my initial research, the Five Rings founder's mentioned they were looking to evolve the brand and move into new territories in the future such as events and clothing. I advised them to remove the word 'coffee' from their official brand name. This would allow the brand the flexibility to evolve in whichever direction they wish.

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Logo Rationale

All founders have a passion for great coffee. Secondly, they are united by being a part of a very select few people in the world who know what it takes to win an Olympic gold medal. The logo contains 5 rings without the design becoming too complex or intricate.

The abstract mix of circles subtly represents many factors such as: bicycle wheels, a chainset, Olympic rings, a gold medal and the planet (emphasising their stance on sustainability). The circles are connected together in an abstract manner as a nod to the Olympics without infringing on their trademark.

Logo Rationale
Logo Rationale A. All founders are Olympic champions B. The founders are united by a passion for coffee

Responsive logo system
Responsive logo system