Ultimos Logo Design
Created: February 2015
Industry: Sports, news, social media.
Project Duties: Hand lettering, logotype design, icon design and color exploration.
Jon Larson, CEO of Ultimos reached out to me to create a hand lettered logo that would represent his business and the Ultimate Frisbee community. Ultimos is a collective of all things Ultimate Frisbee focused on providing curated content, news, events, videos and selling products online.
While discussing the goals of the logo, positivity, passion and uniqueness were a few of the main characteristics to express. Jon wanted to develop an identity that would be strong, memorable and stand out. Stylistically, he was interested in a brush style script and to convey a sense of movement. My general idea was to strike a balance amongst three concepts: playful, sophisticated and organic.
After creating several concepts I decided to go with the option that felt more natural. My sketch was still rough so I took some time to refine the design using tracing paper. This technique allowed me to focus on creating smooth curves and emphasize the dynamic movement introduced by the hand crafted script renderings made with the brush pen.
When working in Illustrator, each individual letter was traced using the pen tool to emphasize the personalized, custom drawn logo, this is also the secret to achieving smooth curves. Close attention was given to promoting consistency and a natural rhythm throughout the design. The contrast and spacing between the letters ensure that it continues to work well at small sizes. Bezier curves and anchor point placement was taken in consideration to keep the design as clean as possible, also ideal for keeping the smallest file possible.
It was important that the letter U from the logotype could function as an icon and ultimately grow into a memorable mark. This character was specially designed to work as a stand-alone element. Perfect as a social media icon, watermark for branding collateral, and usage on merch & apparel and the semi-pro team uniform.
" Working with Leo was an excellent process both professionally and personally. I was impressed by Leo's portfolio and knew his logotype expertise would match the lifestyle and values our brand wanted to capture. As I explained the goals of the project, Leo listened intently to the vision and was energized by what we hoped the brand would achieve.
The passion Leo had for exceeding our expectations was humbling. From the beginning we worked together to determine reasonable due dates and set expectations. The final result was incredible.
Leo invests himself into each project and that's what enables him to deliver consistent quality work. With Ultimos, I see Leo's supreme skill in lettering and design."
— Jon Mark Larson / Ultimos CEO