Daneswood - Branding & Logo Design

Daneswood is a digital agency offering digital design, development, branding and marketing in Exeter. The business serves small to medium sized businesses in the south west of England.

(fig.1) Daneswood Logotype & Mark
(fig.2) Daneswood Logo Colour Option
(fig.3) Daneswood Logo Greyscale Option

I designed the original rounded logotype in 2015 (fig.5) as a replacement for a rather clunky looking joined up logotype (fig.4). The managing director Pete was rather attached to the old logotype, especially the green which at that point had a tinge of yellow. We worked together to come up with an idea that wasn’t too much of a departure from the original logotype, and retained the overall brand feel.

Moving on to 2019 and Daneswood has a new management team and is looking to further develop the brand and build on the existing customer base. Having a new team means we’re free to take the brand in a direction free of past ties.

We established that Daneswood’s demographic is largely clients moving on from or extending pre-built solutions such as Wordpress, WIX and Squarespace.

During the research process the word “build” was getting thrown around an awful lot, so it made sense for us have this as a theme to work with. I’ve also always felt that we’ve always had an industrious approach as a team, so it would be good if we could somehow work this in to the brand.

I started by quickly generating ideas for a mark with pencil and paper, jotting down any ideas I had along the way. In the future I’ll be responsible for design the site. At this stage, anything is acceptable.

(fig.4) Daneswood Logo Pre–2015
(fig.5) Daneswood Logo 2015 Redesign
(fig.6) Quick sketches and ideation
(fig.7) Ideas worked up in Illustrator

We pared down the most fitting ideas in the sketches to further work on in Illustrator. I wanted to make sure that ideas we selected to still be quite different to each other, so that the overall brand could still go in any direction.

The mark we selected to be finalised reflects the build and industry theme perfectly. The bevelled appearance reminded me of masonry or angle iron. Perhaps formed by hand. There’s also a subtle arrow signifying progression and movement. I selected a vibrant green, to move away from past iterations that had a muddy yellow tint. I paired the mark with Rufina Stencil that again reflects an industriousness, but retains professionalism and elegance through its form and works nicely with the bold nature of the ‘d’ mark.

(fig.8) Testing type ideas