Creating a brand: a sample from concept to completion.

what goes in a logo

Creating a Brand

The concept of a business branding is far-reaching and includes the products and services, through to the colour you wrap your company cars in. In this post we will take a look at a job that was completed three weeks ago. This job started right from the beginning with only an idea in place, that makes a perfect sample to explain the thought process used.

The clients demands.

This job kicked off with only an idea in place. During our first meeting the owner of #BassMint explained to me his concept and we brainstormed it a bit. The new business is a night club that will be hosting international and popular local house music dj’s.

@22logoA suggestion came up that including the location some way in the name will be nice, as the previous logo where done a few years back and according to the street address, at number 22.

After a few suggestions it became as clear as daylight, the name must be a combination – BassMint. It immediately struck a chord, and for good reasons.

The location

This club is located in the basement section of a factory, that is exactly what BassMint Sounds like. We managed to pin down the location. One down couple left to go.

The Bass

I do not know about you, but the first thing that comes to mind when someone mentions house music, is the low rumbling bass sound coming from the quantum taxi, next to you at the traffic light. The sound system in this place also contributes to the Bass part nicely… Trust me it’s bumping!

The first design cue that came to mind was the word Bass, it will have to be loud and bold.

The mint

Another part of our conversation that caught my attention was the amount of effort going into setting up the club. Being a #roadkill fan most likely influenced the word mint to be included here. But not the only reason. When someone refers to something being in a good condition, let’s say you want to buy a car, the term: Mint condition comes up often.

The mint, goes deeper. In order to create the feeling of a fresh new classy establishment, the word Mint also refers to the plant – mint. Was that just lucky or what?

It took some fiddling during the design, but eventually I decided on a thinner font. The thin font helps to add a bit of class to the logo, but also creates the much-needed separation of our two words. With this in place the two words can be placed tight against each other to form a single word but still show both words separately.

Now we have a word injecting the FRESH new standard to be set by this club. But clubs must have something special of their own. And how will we get to that?

The Mint Leaf

bacardi-mojitoYou will think the mint leaf in the logo comes from the word mint, right? Well, no. The mint leaf came after suggesting a house cocktail. Once more this fell in place really nice, the perfect cocktail already exist,¬† it’s a Mojito.

A Mojito are made with mint leafs, Bacardi Rum, Soda water etc.

The slogan

The slogan “Night Time Entertainment” qualifies the name. The slogan/catch phrase plays 2 parts. First to ensure the viewer knows what this business does, and secondly it fills the gap between the leaf and the name.

The Colours

In the header the logo is in a single colour – Black. The thinking behind that is to create a logo that can be recognized even if the colours change. With that in place the logo can be changed to look good on any type of backing. This way also makes life a bit easier when using other mediums like, vinyl cut, or neon.

The colours we decided to use as brand colours are white and light green, it looks a bit like a Mojito.

Putting this into action!

Creating is only the first step, now that we defined our brand “specs” as mentioned above, its time to put to work. The deadline on this was short and the first event is April 2nd, so I jumped right in and made the first poster.


The poster got printed in different sizes, depending on where they where going to be displayed. The sizes includes A1, A3 and A6 used as fliers/handbills. The original design were done HUGE and that guaranteed high quality on all the printed media.

This is what the fliers turned to look like. Notice the address were added to the bottom on a black bar.

Ralf Gum Fliers

 Instant promotion

The owner decided to take this a step further and make up t-shirts that is worn by the staff at this time, to get the brand and mostly the event advertised as soon as possible. This is how they turned out.

Ralf Gum T-shirts

Social Magic

While the Signage is still on its way РWill add those pix later, I am working the facebook advertising. In order to this I added a post to the club owners website:

The post on the website gives a very detailed Artist autobiography – supplied by Ralf Gum’s management company.

To make use of Facebook advertising, I created a Facebook page, this gives you all the right tools for analysis and later optimization, while building a following. The page header looks like this:




We are still waiting for the stickers that will be handed out before, at and after the event. The artist’s management company supplied all the photos of Ralf gum.

This is only the beginning of the new #BassMint Brand but in three weeks we managed to get everything done and dusted.

Now my happy client have a base to work from, that is already picking up speed. It can only grow and become a well-known brand, from here.

The work on this one is stall far from finished, that much I can guarantee!

Renier van den Berg
Working alone, providing digital services to businesses in different sectors, comes with an advantage. I get to see the similarities in businesses operating in different sectors and will gladly help you to implement the right digital strategies and applications to save money and generate more business leads.