Photo Essay: Birth of an Icon

Creating a brand new logo for a globally-recognized brand is no small undertaking. Team Les Fruits de Mer knew this from the start and committed to spending months in search of an original design that would be both instantly recognizable and inextricably linked to their mission and their attitude.

The process took months of long days and late nights. The team developed countless original designs—many of which were worthy in their own right—before finally developing the perfect visual metaphor for the association.

In this rare, behind-the-scenes photo essay we see the collaborative efforts of the team, and a bit of the heat that was used to forge this unique design. Photographer and association member Olivia Roudon was given unprecedented access to the team and their work space, and the amazing chance to capture the difficult birth of this astounding new logo.

Not just creative inspiration: logo development is painstaking, exacting work.
Not just creative inspiration: logo development is painstaking, exacting work.
Even designs that were ultimately rejected often went through many revisions.
Even designs that were ultimately rejected often went through many revisions.
Each member of the team contributed unique ideas about the logo and how it should function.
Each member of the team contributed unique ideas about the logo and how it should function.
“Thinking caps” play a key role in maintaining creativity during long design sessions.
“Thinking caps” play a key role in maintaining creativity during long design sessions.
The team often used a combination of traditional and digital design tools.
The team often used a combination of traditional and digital design tools.
Exacting measurements were necessary to deliver the visceral proportionality of the final design.
Exacting measurements were necessary to deliver the visceral proportionality of the final design.
Even many of the rejected designs could be considered graphic design masterworks.
Even many of the rejected designs could be considered graphic design masterworks.
Tension filled the room as the team came closer to a final design.
Tension filled the room as the team came closer to a final design.
The culmination of months of work was a moment of ecstasy for the team.
The culmination of months of work was a moment of ecstasy for the team.

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