[Mitch]

Select, an airline Haulage company want a folder to contain their airline tariffs.

They need it to be fairly ambiguous, as they are setting up a small company in Europe that the folder will also be used for. It will have a similar logo with their initial on it. Not confirmed yet.

Here is the existing logo for Select London Heathrow:



We have come up with the idea of making a cropped version of this so it utilises their style while keeping it fairly non descript and so it can serve both companies.

Here is the cropped mark that both companies will use:



They wanted the folder to be clean & uncluttered and for the ambiguous mark (or part of) to be the only element used. The independant information would be carried by a business card on the internal flap.

Here is the outside of the folder:



Here is the inside:



Here is an enlargement of the info on the bottom of the outside:

[Mitch]

Minimal and clean or just boring?

[emil]

It looks ok. Ambigous for sure.
I had some issues with similar pockets, they turned out pretty crappy (the unattached corner would hang like a limp dick when the folder was open) but I think that's because of the cardboard used. Anyway not going to use pockets that large any time soon.

[Mitch]

Cheers Emil. I have been assured with the right stock that won't happen, but I might look at incorporating another tab into the pocket to make it a box.


Would like to hear what others have to say. Neg or pos feedback it is all good.

[Maerk]

Dry, but given what you had to work with, beyond inventing a whole new illustrative style to accompany it (which would ignore the brief), it's fine I suppose, have had to create very restrictive stuff myself.

Not too sure about the location of the logo/element on the front cover seems very VERY out of the way, any reason for that?

[steveb]

Something along the spine would make it easier to recognize and spot the folder when it's standing or piled amongst other similar ones.

[jase1000]

The minamilist cover doesn't match the 'cheap' looking inserts. I'm guessing you never did those but it's perhaps a sign that it's aiming to be too high-end.

I suspect that the info on the front is too small. Your eye is drawn to the middle by the two rectangles but the info is a tiny wee thing at the bottom. Confusing.

The logo(?) on the back looks to be too small as well.

[Mitch]

Nice one, all points have been taken noted off.

I feel it is in the heading in the right direction, as the cropped logo is probably the only direction to take the amibigous company route, but does it lack visual clout? Is minimal not enough?

[Maerk]

Is there any sort of feasible budget? I mean you could take it down the nice materials route, a heavy emboss of the staggered boxes across the entire thing maybe even solid colour to the exterior, on a very nice stock, could make it durable and a very tactile piece. Would be generic/neutral but have its own feel and not feel quite so plain.

Just a random thought.

[Mitch]

Budget is tight, but we have been looking at spot UV gloss logo on the cover.

I seem to complicate everything as soon as I get sketching and get even worse on the mac.

Really looking at making it work as flat artwork, before we look at finish though.