Firestone Logo Mechanics

The mechanics behind creating a successful, geometric logo mark. I wanted to ensure that the logo icon could be used for geometric pattern work, as well as using elements such as the pointed arrow shape on the top of the icon to create such things as links and motion graphics on websites and other various media.

The spacing between the bottom point go the logo icon and the top of the typeface is the exact distance of the height of the bold type, creating a balanced logo that is easy on the eye. The slight curvature in the points of the icon reinforces this concept and makes the whole logo design look that little bit less harsh on the eye.

Furthermore, the geometry of the shape means that the slanted 'F' in the negative spacing and the stylised 'S' all have the same mathematical distance between each of the edges, creating a balanced and sustainable logo mark that can be used for a range of different purposes and on a number of different media platforms.