Logo Design: Zengu

Tengus are mythical creatures found in Japanese culture and are believed to be protective spirits or deities according to recent Buddhist lore. In one of my recent projects, the tengu served as reference for the logo of Zengu. The name of the company is actually a wordplay on tengu and Zen, and for my initial drafts, concepts started from literal representations of the tengu, which by the way are often depicted as a combination of bird and man, to abstract icons, leaning more on the minimalist zen aspect of their image.

The client was initially attracted to the icon versions, and revisions were made until the following image was reached.

Sometimes, the design process turns around in an entirely new direction, especially when dealing with clients which involves a committee deciding on the approval of the logo. My concept was entirely rejected and I ended up developing and refining a concept they developed on their own. Apparently, they chose a more classical direction for their logo. In the end, I basically enhanced their logo by sharpening their crane image and cleaning up the font to make it more legible.

It may be a little disappointing to have my proposals rejected, but thinking about it, the client knows what's best for their company and how they should be represented. But as an artist, I think was still able to infuse something of my own in the final work. In designing a logo, there is always balance between what you and the client wants. Some clients are more controlling of the process, while others would give free rein to the designer. It's part of the job to find that balance point, and simply flow wherever the design process takes you for optimum results.

For logo concepts and designs, illustration and other graphic design needs, you may contact me at revcruz@yahoo.com .