— PROJECT NAME
S.L. Horsford & Co. Ltd.
150th Anniversary Logo Design
— ROLE
Graphic Designer
Creative Direction
— DURATION
3 Days
S.L. Horsford & Co. Ltd. celebrated 150 years of operations in St. Kitts and needed a commemorative logo that was approachable yet corporate, incorporating their maroon, a gold version, the number ‘150’, and their tagline, “Bridging Generations: 150 Years of Shared Progress.”
I led the full design process from concept sketches to final vector logos, including color variations, 3D treatments, and mockups for digital and print applications.
The final logo honors the company’s legacy while providing a versatile identity for ongoing use across communications and merchandise.
Design Brief
For this project, numerous pieces of information was shared by the company to make a more informed design concept. The main inspiration was their press release which included their tagline, "Bridging Generations: 150 Years of Shared Progress", along with a rough draft of a logo concept.
The parameters of this project included the corporate color maroon, have a gold version, must incorporate the number '150', a three dimensional version, the current corporate logo, and keep it 'approachable but corporate feeling'. The tagline also needed to be incorporated and not 'slapped on'. This project demanded a 3 day turn around. I couldn't wait to dive in.
_________
Sketches
Initially in sketch 1, I wanted to incorporate part of the tagline “Bridging Generations: 150 Years of Shared Progress”, specifically the “bridge" part with the arches in the numbers, emphasizing the tagline itself.
For sketch 2, I wanted to try to stay a little more traditional with a ribbon across and through the numbers, but that idea quickly changed during the first vectoring.
Initial Vectors
From the initial sketches, in typical design fashion, concept 2 was changed slightly, as I didn’t like the ribbon aspect when vectoring. I chose to show a ‘gold’ version and a maroon version for the client to review to make sure we were on the same page.
Final
The client fell in love with Concept 1, and with a few rounds of fine-tuning, we polished it into the final design.
Mockups
No case study is complete without some mockups. Here are some of my ideas on how the client can design merch in keeping with their brand colors and vision.
Pictured In The Wild
Here are some of the ways the company has been using the logo. I can’t take credit for these designs, but seeing my work in the wild never gets old.
Photo credits: S. L. Horsford & Co. Ltd
