Aneesh Borah


this blog shows my workflow on current and past projects

joe delaney (ballast) — branding

Joe Delaney project is a branding project where the client requires a company name along with a logo to start off his architectural firm. Joe Delaney is an architecture from Greenville. He is a Clemson graduate and would like to name his firm so that he stands out in the Greenville market. 

We brainstormed names that can represent his firm. I went to the line where something related to animals who have building quality. Names like Pismire, Emmets, and Red Oven came up. Provided that he is targeting mostly the Greenville community, I also tried with names like 864 Architects and Tiny Steps Architecture or Hands and Head Architecture which reflected the small yet caring community.

However, in the end, we decided to choose the route which was related to hunting and fishing as the client linked to these activities. For now, we have not zeroed in on a name but we have almost ruled out any name which is directly related to hunting as it can give a wrong impression about the image and ideology of the company to Joe’s clients.

The search for name still continues.

Update #1

We have come up with a list of objects to ponder upon which related Joe's hobby-fishing. As we discussed before, hunting has been ruled out so that the company does not have an aggressive tone to it. We have words like hull, marlin, treehouse, gust, mast, vast, vessel, harpoon, trawl, haul, marsh, bay, helm, lure(s), ballast, reel/real, Joe's dog - Otis. Out of the lot, I suggested "tree house". It seemed to me like a good choice as it was related to houses and even if it can be associated with hunting, it has a soft tone to it and not a harsh one which we wanted to avoid. Other suggestions I liked were "lure(s)" and "ballast". Lure as the name suggests has an inviting factor to it but also creates curiosity in the client's mind as to what the company might be about. Ballast is a combination of Balance and Honest which should be Balast (Bala+st) but an L is added in between to add balance in the word and so that the double L can possibly be used to make something associated with a ship (thinking "mast" here). Moreover, Ballast is also an actual word meaning "giving stability to (a ship) by putting a heavy substance in its bilge" which works great with the tone we want to set with the company.

Update #2

We have agreed on the word "Ballast" to be the name of the company. It's time to ideate and sketch. 

I started off with some sketches for the word "Tree House" just when we decided on the name of the company to be Ballast. Thereafter, they were mostly for Ballast. I started off with some complex ideas to some simpler ones. I kept breaking the components of the names. I also added the word "group" after Ballast because Joe wants to expand his business later and it seems like a good idea, for now, to add this so it is expandable in the future.

I broke down the name Ballast Groups into BG. Keeping in mind that it is an architectural firm, I used the simplest geometrical shapes to come up with my final logos. I also wanted to keep it black in terms of colors so that it is raw and bold which speaks to the tone of the firm.

Logo #1

The logo above is made of simple shapes like rectangles and circles which is inspired by the overview of an architectural blueprint. However, the black and white circles incorporate the idea of Yin and Yang which shows balance, one of the elements of the word Ballast. Moreover, one can spell Ballast isolating different parts of the logo.

Logo #2

The second logo is a break down of B and G using just lines and circles. It is an inverted mirror image of each other which creates a balance and looks classy, elegant, and bold.

Final thoughts

I think both logos work great however, the second one is my favorite of the two. The first one is an abstract logo which can go for or against the company depending on whether the customer picks up on the hidden letters behind it. However, the second one is simple and easy to read. Considering most of the Greenville population who would consult an architect like Joe being elderly, I think we should definitely consider readability.