Icons, Logos, and other Bits and Bobs

Logo Evolution

There's a trend to not take logos too seriously. The influx of companies existing visually only on the internet shifts focus to a functional and intuitive interface, reducing visual identity to consistently applied colours. The pinnacle of this thinking was replacing Twitter's meticulously designed bird with a black letter X. The role of a logo is to fit into a small navigation area at the top of a website. It shouldn't be overly decorative. Less often do we construct a sign that fully references a brand's character or mission. Logos are increasingly becoming readable text. Check out the logos I designed.

Mr Tank Mascot

Mr. Tank is a rough sketch of the IWS mascot. He's a type of rescuer, rushing to where dirty water threatens the health of chickens. Friendly and nurturing. Always on duty. He runs to the rescue without hesitation, brimming with a chlorine solution. He embodies all the traits of the water treatment service. Quick, easy to assemble, and effective. The project ended its life at the sketch stage. But it could be brought to life in animation at any time. More about projects for IWS can be seen here.


Considering the trends in logo design, I strive to think simply and not overcomplicate the picture. The logos below, which I've selected to showcase, have been developed over many years. Most of them have remained in the realm of design. I like them because they exemplify old-school thinking.

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I enjoy drawing icons because, unlike logos, they aren't burdened by the need to please a client. They must be useful and consistent with brand guidelines. They facilitate understanding of the benefits or features of a product listed in bullet points. Here's a set of icons for the IWS and MYDIS service and systems. More about IWS's visual identity can be found here.

With this icon set, I experimented with combining two line thicknesses. We're currently working on creating a full set of icons for the Figma community.