I got approached by a client who wanted to have a logo made for his newly set up business. The client’s company would be focused on providing B2B engineering services. He had already settled on a name for his business, Tiggeloven Engineering, so that was the starting point.
The client already had somewhat of an idea of what he wanted it to look like. That idea was to include a specific part that the client uses in his work a lot (a piston) and have it be part of the logo as the capital letter T. He also showed an example of a font he would like to use. Some sketches show the ideas that were discussed and worked out.


Quickly I realized that it’s not an ideal object to work with. The shapes aren’t exactly recognizable for people who aren’t really into engineering themselves and it would be hard to present it in a simplistic but clear way. Considering that other businesses would contact an external company because they themselves don’t have (enough) knowledge of a certain field, I felt like it wouldn’t be the optimal visualization for the company. It would raise questions rather than a sense of recognition and familiarity, which is not the kind of first impression you want your business to make and leave potential clients with.


So I went to gather some inspiration on logos from other companies in this branch. What stood out was the fact that most of them relied on the company name. This made sense to me, since when you provide B2B services, it’s not about the branding: you don’t need to hook customers with a certain style or trend. It’s about whether you and your business are reliable and get a job done right. To me, this meant that the logo should mostly be focused on the name. Especially since his company name has his family name in it, it would quickly be connected to the person in charge of the communication and services, thus himself being the most memorable thing.


In some sketches I tried to put emphasis on the company name, going back to the piston functioning as the capital T. Making more sketches of it really confirmed how it wasn’t working out, so I tried to put more focus on the full name. The example that the client provided to me was more of an activating rough, slightly sci-fi font that probably mostly gets used in the racing sports scene. I wanted to capture some of the dynamic elements in a more corporate-suiting font, so I mostly made sketches with cut-off corners and lots of geometric shapes to give it a more modern feel.


For the the brandmark part of the logo I decided to go for a more simplistic approach. The most cliché visualization of engineering would be gears, so I introduced this idea to the client with some more sketches. He liked it and shared with me that there is a specific type of gear he works with regularly that is not the stereotypical gear. So I made some sketches with this specific type of gear and the client enthusiastically approved of the concept.



The next step was to digitalize it and gather inspiration for a suiting font. I wanted to go with a sans serif font, since it gives it this more modern touch. But I did want it to have some static and industrial elements, so I aimed for rather geometrical shapes.


After collecting several fonts and creating some samples of layouts the logo could have, the client expressed a strong preference for one specific used font. I took this font as a basis and designed a new font with it, adding some details from the original example he liked himself.


Lastly the logo required some finetuning and then the project was complete!