The Evolution of the Business Link Media Group logo

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Submitted: January 28th, 2013
By: Adrian Vicentini


Working on the design for the Business Link Media Group logo was a collaborative effort and I couldn't really detail a timeline for it—as in, start-to-finish. It was a project that was always in the back of our heads as we watched the Business Link grow and evolve over the course of its 10 year history. When it was decided a new logo was needed to emphasize the changes and additions taking place in the company, that's when I truly became excited about the future. Although we had talked about taking The Business Link to that next level, it didn't really seem concrete to me until I was tasked with designing the new logo. So I started out with rough sketches, Adam, the team and I going back and forth, and really figuring out what The Business Link means to us and the community. Transferring all of these aspects to a simple mark that we felt could resonate with the community was a difficult task. Designed in total there were close to 200 logo ideas, sketches and variations in colour, size, type, shading and more (see some of it above). But when we boiled it down, we started looking at what The Business Link stands for, and when we broke it down it's really our three pillars. 1. Our community involvement. 2. Our Printing heritage and; 3. Our online social community and involvement. These pillars transformed into the three marks you see within Shield portion of the logo. Speaking of which, this team could never have gotten to where we are without the leadership and drive of the Shields family who founded The Business Link. So the shield mark used in the logo is meant to honour the “Shields” name but is also representative of the fact that we will always defend and protect our three pillars of success that have brought us to where we are today.

I'd just like to add this quote from Paul Rand, a famous designer who taught design at Yale University and is probably the most well-known logo designer of all time.

“It is only by association with a product, a service, a business, or a corporation that a logo takes on any real meaning. It derives its meaning and usefulness from the quality of that which it symbolizes.”

To conclude, if this logo is successful in any way, it won't be because of what it looks like, it will be because of what it stands for, and how the future of this company lives up to its expectations.