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Logos We Never Used

Professor Kong

Proof that any creature can look intelligent if you bung a pair of specs on them.

Espen doesn’t know I’m writing this article so I’m slightly worried he’ll throw a hissy fit when he sees his rejected logos on display. Or my comments about them. But in my own defense I am colour blind and thus imbued with a natural lack of design talent that gives my opinions little credibility (he writes after noticing a few catty remarks in the article). It also makes shopping for new wall paint with the missus incredibly fun.

Anyway, check out some of the logos we never used below. None of them were refined further than the prototype stage but it’s kinda fun to look back on them after a while and see some of the avenues we were exploring. The final logos we ended up using made the whole idea generation process so worthwhile.

Primate Flying Monolith

This logo was coined the ‘Flying Monolith’ and is based around the concept of the monolith from 2001: A Space Odyssey (monkeys, evolution, etc, you get the picture) but it just proved too unwieldy and impractical to be taken any further. It was also when we were going through our pretentious “let’s call ourselves ‘Primate Group’” phase which lasted right until we discovered that you can’t legally called yourself a ‘group’ unless you’re a conglomerate of companies or something. Fail.

Primate I

Again, exploring the monolith idea, I seem to remember us all quite liking this logo until we realised that it had diverged too far from the original idea to be anything other than our company name with a big ‘I’ in the middle and no meaning. Funnily enough though it did give us the inspiration to create the unusual extra narrow and elongated ’16:9′ business cards we use today.

Primate Banana

I seriously hate this logo. Not because of the design (I think it’s pretty funky) but just because I was/am adamant that I didn’t want our company to be associated with comedy bananas. In fact, we learnt a lot from this and going through the logo brainstorming process taught us that having such a strong and identifiable name meant we had to underplay the monkey aspect in our imagery and brand material in order to get the tone we wanted.

Primate Spark

Continuing with the evolution theme (and away from the banana one, thank God), this concept was all about fire and igniting change. Although we didn’t continue with the idea, it did help spark our imagination during the brainstorming process. Spark. See what I did there?

Primate Bowling Ball

I always quite liked this logo although the meaning of the image isn’t very clear. The thought behind the symbol was that the shapes within the circle represent the first tools (hand axes) used by man and that the three of them represent the three founding directors of Primate. All I see is a giant bowling ball.

King Kong

Onto some early Kong logo ideas and here we have one tries to bring a bit of royalty to the proceedings with a crown above the ‘O’. King. Kong. Yep, we’re clever.

Kong '70s

Some serious channeling of the 70′s going on in this logo. Groovy.

Professor Kong Mark 2

Professor Kong Mark 2. We’re determined to sneak this sucker into a release version of Kong somewhere so don’t be surprised if you end up seeing a cute support mascot rearing its monocled head one day. Personally, I love this logo but it just wasn’t appropriate for the brand.

Adobe Kong

Adobe called. They want their logo back.

Kamicards tree

Finally, this logo is a variant for another internal top secret project we’re currently working on and I rather like it. Unfortunately the project has nothing to do with trees.

So there you have a few of the logos we never used. Any hidden gems in there that we were fools to reject? You’d better not say the banana.

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Author: Gordon McLachlan

Gordon is uncomfortably good looking.

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  1. Karen Loomis July 13, 2012 at 1:01 am

    I love being a Fly on the wall watching my peers in the logo creation process. Thanks for sharing!

    • Gordon July 15, 2012 at 5:44 pm

      Glad you enjoyed the post, Karen. It’s always fun watching the creative process happen :)

  2. Oli July 13, 2012 at 3:44 pm

    Love the Kong logo with the crown!

    • Gordon July 15, 2012 at 5:44 pm

      For some reason it reminds me of a beer or something. Can’t put my finger on it.

  3. Adam July 13, 2012 at 9:48 pm

    I nearly died laughing at the beginning of this article. Great insight into what went on behind closed doors though. Not often we designers like to show working progress once its done. I wonder if they’ll do this for London 2012 post games?

    • Gordon July 15, 2012 at 5:46 pm

      I had a lot of fun writing this post and, to be fair, I think even these earlier concepts of Espen’s look great. Don’t tell him I said that though.

  4. Tim August 27, 2012 at 11:46 am

    The one with the binocular looks traffic :) But the Pic of Gordon is much more aggrostyle!

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