Small brief - Missile Brief

A client approached me asking to design a logo for their company ‘Missile’. 

The company produces video content and runs between Manchester and LA. 

The client was very open to the design but gave few important design features they wanted the logo to have these were:

-1960/50’s style

-illustrative/cartoon-like visual language

-friendly

-suggestive of video content 

-Using the name of the company ‘Missile’

Conversation Notes :

It's called Missile 

It produces video content but that doesn't need to be in the logo necessarily. 

I might run it between Manchester and LA. I did have one idea that the M could have a little cr going down from it to say Manchester, and the L could have an ax to say LA, and then there could be a dotted line like the flight of a missile looping over from the M to the L across the top?  Could be funny and cool if done right. 

Adding to what I sent before I would like it to be 

- cool

- possibly slightly cartoony (think 1950s like the image attached)

- not aggressive or military

- suggesting video content if you can find a way of doing that very simply and cleverly

- probably in capitals

Don’t be in any way guided by that image other than I happened to quite like the 1950s vibe of it

All colours, fonts etc are welcome

Just wondered if you had had any thoughts on logos for MISSILE ?

I think the sub header would be DIGITAL VIDEO because that keeps it super clear.

I am slightly going off the LAX and MCR thing as it feels a bit messy - unless you can think of something great to do with it?

Hi

I think the LA and MCR are too complicated so let’s drop

I don’t think we need the film camera or film effect at all - it’s a bit literal

I like the more relaxed fonts like the top one of the two black reversed out ones in the box

But for some reason I do prefer it in capitals as a whole - as long as the letters are not aggressive or military

Could you maybe try some more funky fonts and see where you get to???

Just one other idea

How about doing Manchester and Los Angeles not as part of the font but as letters below it - like a corporate letter head ?  I think they are big selling points so maybe worth trying that.

We like no 16

This font was most popular as it included the 60s aesthetic and suggested movement like a missile, as well as this it was non-threatening and friendly. 

What do you think colour wise ?  Think cool agency in Shoreditch.  

Is there any clever graphic one could do to subtly suggest video or what have you ? 

Thanks so much for these

This font was then chosen to focus on and using lines on the top and bottom were tested

Keeping to the 60s style, the client requested this font in different variations of colour combinations and experimenting with additional lines.

I like the orange one with the two lines top and bottom

Could we focus on that one and do the following things.

- drop the MCR and LA things 

- drop the digital video line

- try it with one line top and bottom not two

- try it in a pallette of different colours - all groovy 70s colours like that

Could I possibly have a copy of the orange one against pure white (as opposed to the off-white background) as a JPEG, without the MCR and LA in it, but with 

a) orange text with blue outline

b) orange text with red outline as per the original version

c) one black thin line top and bottom

d) two black lines top and bottom as per the original version 

Could we try a couple of other minor things

- black outline instead of red (with no lines underneath)

- lose the black lines underneath but try adding a couple of horizontal red or orange speed lines at the beginning and end of it - as if to suggest it’s going fast.  These would probably be hand drawn, slightly imperfect swipes.

I actually think they end up being a bit dark, and also I have come to like it with the swoosh only on one side now

I think it is basically down to this one, but the only question is whether the key line should be in red or brown.

Could you possibly knock up red and brown ones as Jpegs, with relatively little white space around them

Could you also do another version with the words in capitals TARGETED DIGITAL CONTENT below it to be integrated into the logo, but in a much more formal capitals font, perhaps in grey or what have you 

Can you think of any clever way to bring in a comedy rocket like the emoji (although not that actual emoji as it will be copyright).   I guess that would be instead of the horizontal lines.  Maybe turn the I of Missile into a rocket ?  Od we should stick to plan A ?

We’ve decided to go with this darker one with the dark brown key line, but I just want to try one more thing with it which is to toy with the stripes lines and make some of them orange - say half of them.  Could you try a couple of variants of them ?