From Sketch to Final: a look at the logo design process – Part 2

Blog 2 of 2 in a series

Horsepower Solutions is a organization providing EQUINE ASSISTED TEAM & LEADERSHIP TRAINING (Workplace Training). The equine assisted activities will be offered by my client to companies or corporations as part of their leadership and team training processes. Typically, the participants conduct an activity on the ground with the horses and then examine the patterns that emerge from the responses of the horses in the interaction, giving them kinesthetic learning. How individuals approach the activity carries back to the workplace in new awareness of, and change in, productive behaviors that enhance the bottom line.

“Kinesthetic learning, or tactile learning, is a learning style in which learning takes place by the students carrying out physical activities, rather than listening to a lecture or watching demonstrations.”     – Wikipedia

Positioning Statement

The message strategy interview with the client uncovered the following aspects: communicate – lead – learn as you go, real time. Experience improvements immediately. Change how you react. Feedback in the moment. Shifts made to accomplish the deep work. Focus. Be better with your TEAM. Learn how to read people. Be aware of your actions. Discover communication holes.

Here are a just a few of my concept sketches to incorporate some of those key words and ideas:

Below are several rendered concepts that I presented to the client:

I had fun creating the “horse with the human legs” concept, but an unusual image is riskier when you need to appeal to the many ranks in the corporate world. In certain situations a clever/unique logo might just be the way to go.

For the final logo design, a combination of the two puzzle piece concepts was chosen. The client liked how the elements fit together and also liked that the horse’s head resembled a knight (chess piece) to signify team strategies.