I’ve been working in marketing and media for years and always wanted to have a brand, besides my own name. But you know, usually you have no time left for your own projects or there is not enough motivation. But when I found out that there will be some interesting projects at the beginning of 2017, I finally persuaded myself into making my own visual identity.
During the writing of this article, I found out that I actually created the Peak Digital name already 3 years back! www.peak.digital is after all a fourth domain I registered, a year ago, and I decided to construct he final naming, peak.digital, around it.
What does it stand for? Peak is of course a maximum, top, pinnacle, and summit as in mountain summit/peak. Digital describes the segment of the business. So, together, it means the best in digital services :-). Secondary meaning is that “Peak” is fonetically part of my nickname Doupik [doughpeak] and Peak Digital shares my initials, Petr Doupal.
I had a concrete concept and idea/vision of the logo, creating mountain-shape logo with digital circuit board elements, so I approached my friend, graphic designer Veronika Pavlíková (Behance), to create it:
Veronika sent two design, and one already looked like I imagined in my head. Frankly something I did not expect so fast. So, with the first draft, we were able to start playing with it…
First, we sorted out the font (I did not want it so rounded) and color (I want dark blue).
So after second export, we almost had the final logo.
But I was not yet satisfied with the font and proposed to trim the upper part of the letters so they have slopes, continuing with the mountain theme. So Peak word is now leaning to the right, and Digital to the left. However, after this, there was a problem with dots above i letters. After long thinking, I decided for no dots variant. Yeah, not gramatically correct, but whatever.
The last phase was the hardest. I wanted to tune the peak and the circuit board. There were many draft, including this overkill version:
But it was clear that something simpler was required, so the final treatment only consised of various movements, extensions and rotations of the elements to make the logo more symmetrical.
And after a whole day of tuning…
…final logo saw the light of the day.
And this is comparison with the first version:
So, what do you think? 🙂
I would like to thank Veronika for patience and great work, and I hope you are going to see the logo!