Step 1 – Creative brief
When HDS North America hired us to create a new retail concept for the chain of ‘Explorus’ stores we were asked to create an identity that would include a visual system of graphics to showcase product categories and make it easier for customers to navigate the space.‘Logo Design Made Easy‘ designed a system of iconographic symbols that convey the store’s identity as a destination for exploration and discovery. Given Explorus’ projected multicultural customer base, visual content was to be neither linked nor limited to any one specific culture. Critical to our mandate was the development of a simple graphic vocabulary, which would be universally accessible regardless of education or background.
Step 2 – Sketching
A number of icons symbolizing exploration and discovery including magnifying glass, compass, globe and solar eclipse were considered as potential elements for Explorus logo.
Step 3 – Logo design options
Five different logo concepts were presented and the solar eclipse was selected as a favourite concept. By replacing the letter “O” with an image of a solar eclipse we created a word-mark that symbolizes the character of the store, centered around themes of discovery and exploration.
Step 4 – Finished logo and positioning line
After adjusting colours, the tagline “There’s a whole world out there, in here” was added. It neatly summarizes both the breadth and uniqueness of products that can be found in the store and works well in every application, from storefront signage to shopping bags.
Note: Explorus logo was selected and featured in the world’s most prestigeus logo design source, Graphis Press Corp. Zürich (Switzerland) in the ‘2002 Graphis Logos’ edition.
Step 5 – Extention of the logo as a way finding system throughout the store
Visual identifyiers of store departments
The store was divided into six major sections. With wit and simplicity ‘Logo Design Made Easy‘ designed six iconographic symbols to identify each department. The six icons function was a recurring motif on everything from signage to packaging.
One of the six wall murals identyfing specific store departments
This mural was created to represent a department devoted to physical and spiritual well being. It provides an ambiance designed to stimulate the mind and the senses.