Design / Web Design

When Aonach was first established we wanted a logo that was a bit different and memorable, that was strong but also reflected our ethos that work should be fun. The logo we developed at the time used a strong traditional looking font but with a smiley face in the place of the ‘O’ in Aonach.

However as Aonach matured the irreverent smiley face became increasingly inappropriate, and it was time to revisit the logo.

My close ties with Aonach (as a founding member, and currently design partner) meant I had an innate understanding of what the logo required, and the original choice of font still felt right. By using the same font the logo would be a natural evolution – just as the company was evolving, necessitating the revision of the logo.

The brief for the logo, in a way, had much in common with the original brief. The new logo needed to reflect Aonach’s serious commitment to what they do, but at the same time the lightness of touch, and creative thinking they bring to any project.

By removing the all caps approach of the original logo and modifying the letterforms I created a logo that retains much of the classic character of the font while introducing a flow of movement that reflects the creative side of Aonach and lends the logo a more modern feel.

As web strategists Aonach are very much a modern company, but they remain focussed on real world results reflected in the logos coupling of a no-nonsense traditional font with a modern sensibility.