What was the problem?
PLJ Laboratories offers a service analysing asbestos for businesses and the general public. They had found marketing quite difficult as working with asbestos is not very easy to portray in a positive light and required a total rebranding. I was tasked with creating a new logo which reflected the nature of their business but without being off-putting. They required two versions of the logo, one in colour for stationary, uniforms and the vans and the other in black and white for when colour printing would not be cost effective.
How did I solve this problem?
I started by designing the colour version. There are colours that would not be appropriate to use, i.e. red and yellow. Yet the logo needed to be eye-catching. Also the company needed to focus on the positive with a pictorial image that people would recognise.
My initial research showed that most people remembered the equipment that they had used in the science lab at school and would readily accept that represented scientific testing. I produced a range of logos using basic science equipment (actually much more basic than that used in PJL’s actual laboratories, but which most people would not relate to).
What happened next?
PLJ Laboratories was delighted with the resulting logos and they have had many compliments on the logo from their suppliers and regular customers. The company is currently expanding and have asked me to produce a brochure for them.