ESA logo

raymondchee

January 5, 2016

The encounter

A client initially approached me for a logo for one of his branch business which serves as a payment portal either by cash or point in convenient stores. The name is “ESAPAY” from ESA company. However later that day, as we discuss, we agreed on renewing the whole company logo first and only focus on the other branch business because since it’s a revamp anyway, it should start from the root.

The brief

Since it’s a company basically focus on almost every sort of payment in terms products and services, the client wanted it to look professional, trustworthy and of course friendly.

Their previous logo

Previous ESA logo

The sketches

Logo type is a challenging job, you did want to screw up the basic propotion of the text when designing it.

esa-sketches02

As I sketch, I was planning on making a symbol besides the logo type, there should be a standalone logo.

The concept

Minimalistic

Minimalistic design is what came in mind to achieve a brand new outlook for today’s design.

Simply sync

As seems that the lowercase text fits well together well than capital letter in terms of shape.

esa_concept01

Chosen a font that almost look round overall.

The upward arrow transformation was formed on several circles combined, cut, and arranged to ensure that it stays proportionate.

esa_concept03

The final outcome

The “esa” color remained as near as the previous logo and added an upward arrow besides the letter “e”, different layers color of green is chosen to match the deep blue. The arrow is simply symbolising “up” for the services provided.