Logo design and business card for WDE
WDE is an engineering firm in Belfast, Northern Ireland. The company specialises in the rental and repair of fork lift trucks, and it was my role to create a new identity and business card design. The logo design brief stipulated that a simple mark was the target. One that didn’t literally portray the actual shape of a truck, but that bore some resemblance.
A forklift truck (also called a lift truck, a High / Low, a forklift, a stacker-truck or a side-loader) is a powered industrial truck used to lift and transport materials. The modern forklift truck was developed in the 1920s, and has since become an indispensable piece of equipment in manufacturing and warehousing operations.
As with all logo design projects, I can’t underestimate the fundamental necessity of the sketchpad process. Sketching is an excellent way to free ideas that simply can’t flow when you’re sat at a computer, and I’ve shown a small sample above.
It’s important to eliminate noise from your design, so that no matter what shade of background, the logo works. You can see in the above example that the reversed version of this mark also shows a high level of contrast.
I experimented with placing the mark inside a circle, to offer a more adaptable design, but felt some of the strength was taken away when doing so. Where colour choice was concerned, green was chosen for the positive emotions it conjures. Green is used world-wide for traffic lights signifying ‘go’, which meant red was out, due to the ’stop’ and ‘danger’ connotations.
Your choice of typeface can dramatically alter the impression a logo gives, as shown in the three examples above. #1 uses Gotham Black, #2 Gill Sans Ultra Bold, and #3 the favoured Rockwell Extra Bold.
Photo courtesy of good friend, Matt, at Factor 1 Studios.
The business card design uses green and grey, and is purposely kept as simple and clean as possible. I added a subtle gradient to the green side for visual interest.
There’s no website currently online for WDE, but I’ll be recommending a web developer and will update this post once the site goes live.
If you’d like to discuss a logo design project, feel free to get in touch.
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Good logo, great card design and excellent article as usual!
I love the gradient on the back of the card.
Shaun’s last blog post…10 Mac OSX Apps I Could Not Live Without
Still liking this logo David - good writup of the process.
I really love the green you’ve chosen, especially on the business card.
That’s really nice. I’ve always loved fork lifts and that logo does a nice job a describing the company.
Well done another great logo. It looks great reversed on the black, very strong. The subtle green gradient is great too.
However, at first I thought the logo was for a building company resembling a sky scraper… anyone else see that?
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I really like this logo. It accomplishes exactly what you said the company was looking for: a simple logo that does resemble a forklift, but not at first. I really like it.
@Jacob - To be honest I didn’t see anything really, maybe a creative version of a “w”, but then I heard the company made forklifts. Then I saw it, and it all made sense.
David,
Good work again. I really like the card.
Thanks very much, guys. I hope you’ve all enjoyed the weekend. I don’t see the sky-scraper reference, but you know what it can be like when you’re looking at your own work long enough.
Great work as usual.
I actually saw the skyscraper as well - I think because I saw the word “engineering” and that leads me to think of buildings, rather than vehicles. Like Jacob, I saw the forklift as soon as I found out more about the company.
I think you chose a good idea to go with, the other sketch I really like is the huge wheel with the rounded off triangle at the top, I think that’s supposed to be the lift. I think the shading is a big part of it though, so not as simple as the one you went with.
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I think this one is very well done. Many concepts (like adding a bit of a gradient) that work for web design also benefit print media. I like the clean design but maybe would have used a bit more of an industrial color (shades of grey) mixed with the green. Lime green is fresh but I feel its a bit disconnected to the area the company works in.
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Is there any method to your madness putting “engineering” off center yet not left justified?
another question I had (trying not to get too personal)… how do you make money through this site and ‘logodesignlove’. From an SEO standpoint both websites aren’t flooded with ads or monetized a lot. Or do you benefit from the high ranking and exposure from your pages? Comment back what you feel comfortable saying.
- love your portfolio and insight into design..Thank you
Well, I can’t say much but to agree that this is another great logo which people will remember. This far too better or it can’t be compared with the logo competition (spec) work. Lol~
Like Jacob, initially I thought it’s a construction/building company. But having said that it is a forklift service company, I had to look at the logo and see the 3d-ish of the logo. And I said to myself, “this is brilliant!”
Rafie’s last blog post…Logo Design: SMSA Women
David I love your logos. As a beginning web designer I appreciate and am thankful for the opportunity to view the process. Now they definitely need a website to match the coolness of their logo! I usually have the opposite situation, needing to convince the client they need a new logo to match their cool new website!
Thanks for sharing.
Hi David,
Really loving your work on this one. Nice to see some Northern Ireland companies (in this sector) getting their act together with a more professional image.
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I’m not quite sure why I tend to shade more sketches than not. I think I’d improve the process if I didn’t, to focus entirely on form, but perhaps it’s a drawback from my art class days (loved using chalks and charcoal).
Jay,
I agree that gradients can be easily transferred from web to print. Of course you need to be careful, and use them sparingly (I’ve seen them over-used and have been guilty of this myself).
Steve,
Nice pickup, thanks. I adjusted the alignment ever so slightly, so where once the ‘engineering’ was centred in the whole design, it’s now centred according to the lower part of the WDE (a fraction to the right of the actual centre).
As for the lack of ads on both my sites, I focus on income from design clients, and prefer not to dilute the content I publish. That said, I’ll soon be accepting advertising on Logo Design Love.
Rafie, Anne, Paul,
That’s very kind of you to say. Thanks for reading!
(Yet another) solid logo, David: Rockwell was definitely the right choice - more industrial-looking! When I saw ‘engineering’, I saw a screwdriver (the blade, at least) in the motif before the forks of the forklift.
Richard @ Peacock Carter’s last blog post…Pedal for Charity: Web Design
I love reading these and seeing your design process. I was wondering if you have an article (maybe a future one?) on doing product lines. Something along the lines of what Adobe does for its products.
revy’s last blog post…Touch My Girlfriend
Hey David,
This logo looks great! I love your work.
I am thinking of designing logos as a part-time job, but I was wondering if I’d need to pay income tax?
Thanks!
Very nice! I love it.
Wow. Thanks for posting that. I’m not a creative person - at least not in this way - so it was interesting to be taken along through the process. I really like the logo you ended up with and I love that color green. All-in-all, very interesting and informative. Thanks! AMVA
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I like it! It’s a very nice shape. I don’t see the skyscraper unless I look for it. I think it’ s a very good interpretation of the fork.
I’m not that sure about the font. It makes the logo look a bit classic
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Will: You would need to register as self-employed with the Inland Revenue. You still pay tax on what you earn even part time. The only difference is you don’t have to pay National Insurance if you already pay it via your employer.
That is what I did until last year when I left my job and freelanced full time. It’s a great way of earning extra money and gaining experience at the same time.
Shaun’s last blog post…How I Built PaintMyProperty.COM
Hey David, really cool stuff man. Like the logo. Quick question, noticed you have the image above the text WDE on the green side but on the white side with your company details you just have the text “WDE” without the image above or the wording “engineering” underneath and wondered why not?
Nick
The only issue I have with Rockwell is how the W creates much more of an angle than the E, leaving some careful eye adjustment needed to the ‘engineering’ tag (as picked up by Steve in the comments).
revy,
I’ll keep that in mind (an article about product lines), and appreciate the suggestion.
Will,
Shaun has kindly answered your question. I suggest moving to the Cayman Islands or one of these tax havens if you plan on keeping all of your hard earned cash.
Sean, Vaga, Arturo,
Thanks for your thoughts.
Shaun,
How’s the self-employment going for you? Great I hope!
Nick,
There’s no need to show the complete logo on both sides of the card. With this design, the mark or text can be used independently of one another. I consider the green side to be the front, which would be handed facing upwards, and the contact side the reverse.
You got it absolutely right. Colour, typeface, symbol
Good explanation of the process too. Great job ! W
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David: It’s good thanks yeah. Very hectic though, i’ve been desperate to redesign my business site for ages but paying customers keep making demands and it gets put off again and again!
The logo design process can’t be shown too many times, every logo and designer has something a little different to add. I really like seeing all that sketches on graph paper for some reason.
I’m with Jacob and Kris above… saw the skyscrapers and then when I saw the forklift picture immediately saw that, too, when I looked back at the mark. I really love these logos that have double meanings in their forms.
Showing several alternates that you explored makes the one chosen obviously the strongest option. I particularly see it with the font choices. The bold slab serif says sophistocated, traditional and reliable. Amazing how much the font choice affects the overall logo!
LaurenMarie - Creative Curio’s last blog post…Come See!
Great execution David!
Love the simplicity and how besides having the iconic portion of the logo represent the “forklift” it also speaks to the shape of the ” W “.
Having a logo work on various levels can only help the cause. Great work!
Great execution David!
I’ve sent an email to you…
yes… i’m the argentinean who speak english very bad =D
just I want to know what typography you put into 404 error page… (that say “sorry.” with a little dog).. I search that font long time ago but I’can’t find it…. if you can helpme I will thankyou very much =)
Good jobs… I like every logos that you do.
bye
Nice logo, sir. Glad you didn’t use Gill sans, but I think my hate is born from having to use it as the font of choice in a retail catalogue. It just lacks character… completely underwhelming. The thick serifs chosen give it a strong, builder/trade feel, though I might have checked out Lubalin if you had it on hand.
It seems like you’re getting quite a community here, David. Have you ever thought about expanding by including a forum or critique section?
Thanks very much for the kind comments.
Shaun,
Great to know! It can be easy to put personal design work off when clients are taking up your time. Better to be too busy than not busy enough.
Sketchee,
The graph paper definitely helps with proportions.
Lauren,
Interesting that you also saw skyscrapers, and glad you also like the slab serif. Thanks :)
atomo,
I have considered a forum for logo / graphic design critiques, though there are many out there already. Good ones too (even though I use them less than I once did). At present, I’d not have the time, but yes, it’s crossed my mind.
Beautiful work, as always. I love the color choices and the simplicity of the logo.
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Hey David,
I like the green gradient on the front and how you chose it. My first impression of the logo was ’something to do with skis or skiing’ but after the forklift put everything in place and I saw it immediately. I think you have done a great job. It’s great to see the sketches and the whole design process.
Szabi
Szabi’s last blog post…How to be a graphic designer, without losing your soul
Great design, I really like the green. Those cards look sharp…
As others have stated, the gradient is the defining element, and in my eyes, makes the card.
The devil is in the details…
Excellent work as always, David. I love reading the process behind each design and especially enjoy the sketches. And, I love the green on this one…
Rob Russo’s last blog post…The Rather Difficult Font Game
The green was a funny choice considering it’s a company from Ireland. I really like the cleanliness of the design though. I can always enjoy simplicity in designs and I find they turn out far nicer when kept simple, especially for a business card.
Nice design for sure. I’m new here but my name is Scott and I hope to be able to come here more often.
-Scott
That’s a really great looking design. I’m sure your client was thrilled. I really like seeing the process that someone goes through from the start of a project, to the end.
I never sketch, I always design straight onto the computer for everything, even illustrations.
However, one day my pc was crashing and I really needed to get some work done, so whilst I was waiting for repairs to finish running I did some sketches for a logo design.
Well, it did work, and I did come up with a concept that I liked - which I then executed on the machine once it was working again.
However I don’t know how your sketch pages are so neat - mine was like the messy scrawlings of a mad woman! I would scruffly etch one idea, then scribble amendments all over it, then rush to the next idea and scribble all over that one repositioning things and what not.
All randomly placed all over the page, rather like the mess one creates when doodling when on the telephone. Nothing like your neatly ordered images, all lined up and such like.
Now, I’m interested. Is that the real ‘1st sketch page’, or is that the ‘improved version’ you present to us here because the original is shockingly messy ;)
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Amanda, I’d say it’s definitely the latter. The sketches look a little too well planned to be first drafts ;-)
Ha ha, thats what I think …we’ll have to wait to hear what he says ;)
It must be quite a bit of work re-doing the showing the sketches in neat format that can be understood, and then showing all the drafts as well.
I’ve thought about doing it (showing ideas and drafts) myself on my blog, but the workload is putting me off - saying that it’s not that quick to write an article type blog either is it.
Amanda Vlahakis’s last blog post…Exhibition Success - 10 Top Tips
Both of you are right.
Those sketches I show were purposely chosen as the neat ones. My thumbnails appear on anything from bus tickets to pieces of tissue, depending on where I am. I find the need to record my logo thoughts almost immediately, so I remember, but it makes sense to keep my portfolio entries tidy. :)
Hi there, Great job on that. I haven’t really had the time to read through all of this, but was wondering, is that 2 Pantone colours you have blended there to create that effect on the Bus Card? Ive seen it on one of your other designs and it looks very good. Could there be any complications of blending 2 Pantone colours?
Gaz
Yes, spot colours were used in this project. You shouldn’t expect any issues when blending two Pantone colours. If you’re ever unsure about ink before a job is sent to press, be sure to ask your printer.
Hi David,
Where do you get your business cards printed?
I had already replied to your email, directing you to my personal business card post. Details are there. Cheers.
I really like the Business Card David especially the layout for the contact details, very nice.
Much appreciated.