Designing a logo is one of the most challenging assignments in creating a brand identity. From the initial sketches to the final MontRED logo, it has been quite an exciting journey.
When we started designing the logo in the early part of January 2005, it was important that we first understood MontRED as a brand. MontRED is an online retailer of fine jewelry (just wanted to be sure that you know this so that we can put things into proper context). 
We started with long discussions with the founding team to understand their vision of MontRED. The absolute transparency within the team made this process a little easier.
Visual Impression: Connecting with Visitors
The importance of the visual impression of the logo and the subsequent process of this impression getting registered in the mind of a visitor has been our major design consideration.
In the online world where there are plenty brands and even more websites, this consideration holds even more value.
Simplicity becomes the key factor here. The optimal and balanced use of shape, color, form, consistency and clarity can create a striking visual construal that will make the logo stand out.
The visual statement, which seeks to express the essence of an idea, and which is based on function, fantasy and analytic judgment, is likely to be not only unique but meaningful as well. -Paul Rand
Shape & Form: Performing the Balancing Act
The quest for the simple yet strong logo started off by experimenting with monograms that would help in remembering the name ‘MontRED’.
The very first sketch was a monogram with ‘M’ in the shape of a mountain and a rolling red circle suggesting growth and progress.
Around the same time, we had also started the groundwork for designing the packaging.This logo is the result of the two simultaneous thought processes, and in a way a result of my obsession to translate the logo to all possible mediums including the packaging.
Next came the set of ideas based on the graphical abstraction of fine jewelry. We had started feeling the need to associate the logo with our product range.
The following are the results of the experiments with the abstraction of an engagement ring, the shape of a diamond, the sparkle of a diamond etc.
The final MontRED logo is the effect of a series of sketches made by abstracting a ring.
Interestingly, “MO” became an icon in itself. This we thought would be useful for the favicon, jewelry inscriptions, merchandising, packaging etc.
Own a Color
Humans retain colors first in the hierarchy of visual consciousness. So owning a color allows immediate identification and distinction among visitors in a highly complex and competitive brand landscape.
Taking Apple as an example, the rainbow color gave distinctiveness and freshness to the old Apple logo designed by Rob Janoff. The new single-colored logo communicates their innovation with a simpler and direct design.
These next set of logos had an interesting use of color based on the principle that color needs no translation. These logos, however, were not able to capture the elegance of fine jewelry.
The logo with three swoosh creating ‘M’ nicely emphasized the color red but was suggestive of speed and movement, which are more appropriate for a sports brand.
Coming back to the series of sketches displaying the graphical abstraction of a ring, adding red specifically signified and emphasized the importance of the color and the logo.
So here the stark use of red along with the ring like “O” creates a resilient visual impact. The red color builds an energetic and a dynamic focus giving a spirited look to the logo.
Typography: Articulating the Text
The next thing was to determine how ‘MontRED’ should be articulated in terms of text. Writing ‘RED’ in Caps made it easier to read the name correctly.
We finalized on using AvantGarde typeface. This allowed us to emphasize the bold and simple look to the otherwise delicate ‘O’. Plus it added weight to our tag line “Our Experience, Your Trust”.
The Final MontRED Logo
The MontRED logo is a good balance of the message and the visual impression that should be associated with the brand MontRED.
The ‘O’ adds a delicate touch to the otherwise robust logo. The contrasting qualities of a jewelry piece of looking delicate and strong make are very nicely exemplified.
The logo can be reduced to the simplest expression while maintaining the personality. It retains its integrity even when transferred to various mediums.
For the team, it’s a job well done.
So now, how about some uncensored feedback? Time to face the barrage.
ownage!