After Hours

Table of contentWhat is our name

Thouhgts before sketching

Sketches

2

3

4 - 9

The grid

Final logo and colors

Logo in black and white

Logo on different backgrounds

Spacing

Misuse

5

10

11

12

13

14

What is our name

Thouhgts before sketching

Sketches

2

3

4 - 9

The grid

Final logo and colors

Logo in black and white

Logo on different backgrounds

Spacing

Misuse

5

10

11

12

13

14

1

We ended up with the name After Hours after a brainstorm. We feel that when it comes to design, then the work never stops after you have left the building. New ideas keep repapering during the day. For some they get their best ideas in the shower, others wake in the middle of the night with a light-bulp over their head. We wanted a name that represented that the design mindset is not just from nine to five, it is a process that keeps on going. Even after hours.

2

Whats our name?

Thoughts before sketching

3

Personally my after hour inspiration comes late at night. When everybody have gone to bed and I’m sitting alone in the silence. Therefore for me I associate my source of inspiration with the night. I quickly started to work with the idea of using an owl as the center of my logo. If After Hours should go international felt I that it needed a symbol that could be If After Hours should go international felt I that it needed a symbol that could be understood everywhere in the world. The owl is one of the few animals that excist on every continent (except from antartica). This means that everywhere the logo would be showned people would be able to relate to the owl. Furthermore the owl is often charectirized as the most intelligent and wise in the animal kingdom. Not a bad quality to show as a design bureau.

So many different owls

4

An owl emerges

6

Play with fonts

8

I tried to create my own typography using the same angles and circles, but it became too big and stole the focus from the owl

The grid

5

Testing with different versions

9

10

Final logo and colorsI ended up with the light blue to give the logo a sense of calm. Since there is a lot surface that is colored, a dark blue would make the logo heavy. I chose blue because it sends of a very calm vibe. It makes you think of a nice blue summer sky, where the owl can fly.

# 62a0d6R: 98G: 160B: 214

Play with Faces

7

To give the owl more of an personallity I tried to give it eyes. TI hoped it make it more humanized and relatable. I dropped the idea, when the owl started to look silly. The beak suddenly turned into a smiling mouth. From being an owl it ended up looking like a guy with pointy ears

11

Logo black/white, White/black

12

Logo on backgrounds

If possible then the blue logo should always be used. If placed on a blue background, then the white logo must be used. The black logo can be used instead of the blue and white incase the background won’t allow for them

X

There most always be clear space around the After Hours logo to prevent interference with the visual identity. The space “X” is equal to the width of the logo.

13

Clear space

14

Misuse

Do not use multiple colors

To prevent misuse and conflicting visual identity, After Hours logo has following examples of changes that is not allowed.

Do not tilt the logoDo not squeezethe logo