Lees Parts is a small business that designs, manufactures and distributes custom, handcrafted pinball mods for pinball machines worldwide. The founder, Lee, grew this business out of his enthusiasm for playing pinball and asked me to design a logo that would reflect his brand. This is the process I went through to design the logo for Lees Parts.
First, I got together with Lee to learn about the business, his target audience and preferences. He wanted the Lees Parts’ logo to promote a good business providing handcrafted, hand tested, quality pinball mods that are durable and easy to install. And, his preferences included using red, black and white in the color scheme.
The audience likes their machines to be fast, intuitive and pretty; interactive with lights and booming sounds and phrases. And, increasing game play and enhancing the play field are the main benefits to the consumer using Lees Parts. As we work on this, that will be the main message to convey. Perhaps it will be used in the tag line on the upcoming new website scheduled to go live in January 2016.
I worked up conceptual mocks in Adobe Illustrator, since its vector based and the files are scalable, then printed them out and reviewed them with Lee. There were two mocks Lee liked and that I thought would work well for his business — they reflected the ideas in the creative brief. I went back to the computer, worked on them some more, nailed one down and put the finishing touches on it. This resulted in a good strong logo for Lees Parts.
The main text is bold and flows like the chute in a pinball machine, especially the letter “S”. It’s stylized and has a good look and feel. The font used for “PINBALL MODS” is rounded reflecting the smooth round motion and shape of the pinball, and it tells you what the business is about; pinball mods.
The client is pleased with the final logo. It’s clear and easy to read at a small size, in both print and online. And, it’s strong in black and white. The logo is complete.
Later, I was asked to produce some artwork for promotional material, for coasters and T-shirts. The logo was combined with a star bumper element for coasters. This symbol is iconic in the pinball community.
For T-shirts, the hand drawn image of Lee himself was added. This works especially well since it promotes a handcrafted look and holds the attention of the person viewing it — it’s interesting and memorable.
Soon I’ll be working on www.LeesParts.com website to make it fully responsive and include social. I’ll keep you posted.