Logo Process: Karl Flammer Ford
While designing the Karl Flammer Ford logo, several things were taken into account. The first being that Karl Flammer Ford is part of a global brand and we wanted to stay true to the Ford brand standards while still giving the Karl Flammer brand it’s own unique spin. The second was the specific personality of the Karl Flammer Ford brand. Our discovery process gave us the opportunity to really get into the core values and heart of a brand. We wanted to communicate their values in all of their brand aspects, especially the logo. The last piece, is that we wanted the Karl Flammer Ford logo to be as timeless as the Ford brand itself. We knew that the logo we gave them should break the boundaries of current trends and present to the world who Karl Flammer Ford is as a brand today, tomorrow, and twenty years from now.
After we had an understanding of who Karl Flammer is as a brand, who Ford is as a brand, and what the competition is doing, we started brainstorming design concepts. We decided to start with the most basic Ford brand guidelines and find inspiration within some other Ford designs from the past.
Our very first drafts were pretty simple and reflected the Ford global brand with the addition of the tagline we landed on for Karl Flammer, “Driving Generations Forward”. This was a great start, but it didn’t reflect enough of who Karl Flammer Ford is as a brand and focused a little too much on the global Ford brand. So, we asked ourselves how we could reflect Karl Flammer Ford within the logomark.
We knew we liked the use of oblique text to evoke the forward movement of the brand. So, we took some of the vintage Ford designs we found in our research phase and added in the heart of Karl Flammer Ford that we helped them define in our discovery process. Flammer is a family business, owned and operated by three generations of Flammers. The heart of their brand is family, trust, and community.
You can tell which of the designs from the brainstorming we chose to move forward with. From here, we had to figure out how to tweak the design to represent who Karl Flammer Ford is as a brand. We represented the three generations with the three lines surrounding the Ford logo. Here, you see the three lines displayed in a way reminiscent of a car grill.
In the end, we decided the use of the blues within the gradient of the Ford logo brought the eye through a forward movement within the logo, emphasizing the tagline, “Driving Generations Forward” while still representing the three generations of Flammer Ford.