Safety logos - Safety Central Retail Store.

Behind the Design Scenes: Safety Central was envisioned as a retail outlet specializing in disaster/emergency supplies and provisions. Rather than utilizing a cartoon logo, as one would expect for a design in this category, our designers began working with various 'emergency' themed icons and images. The imagery of a tornado, with all its chaos, kept coming up in production meetings, so with that as a starting point, our designers went to work.

What started off as a typical tornado illustration morphed into a cartoon logo - reminiscent of the whirling dervish in Saturday Morning cartoons. Once we had settled on a design theme, preliminary sketches produced what you see here - a house roof was added later on to further the imagery of confusion. As the design was to appear on store signs and other retail POPs, the log was 'shielded' (encapsulated in a color field) thereby maximizing it's adaptability for various types of reproduction. For an 'ease of recognition' factor, a block font was used (retail signs need to be legible from fairly large distances) and at the last minute the entire icon was skewed - despite initial misgivings - and it was agreed that this 'twist' developed the logo theme even further. As Safety Central was to be 'America's Preparedness Store' the color scheme was a simple 'no-brainer' - traditional blue and white.

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