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.
Tasmanian Devil inspiration.
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. As the design was to appear on store signs and other retail POPs, the logo 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 red, white and blue.
“America’s Preparedness Store”
Type Of Project:
Brand development for a retail store selling safety, survival and emergency supplies. The tornado in the design is technically an icon, but the overall treatment makes it almost a graphic logo. Could go either way. This logo was one of the original logos featured in our galleries way back when. Still holds up.