Design Rangers Camp Blog

Conspire! (formerly H&L Drug Compliance) is a Colorado Springs company that provides on and off-site drug testing and compliance services. Their new website is currently under construction and being built by Infront Webworks. Our role was to create a new logo and identity package for the launch of their new name. Below is a summary of the project and an insight to our logo design process.

Company overview

Conspire! provides peace of mind for companies small and large by providing comprehensive drug-testing services. Employers put their trust in Conspire’s expertise to screen new hires and current employees. Conspire’s state-of-the art testing and practices ensure accurate results every time.

The Goal

Conspire! wanted to convey professional image that made prospective and existing clients feel secure and comfortable without being scary. The look needed appeal to to both businesses and the individuals that will be tested. After asking a comprehensive set of questions and discussing Conspire’s future plans, we set out to create a range of logo concepts that conveyed their personality.

The process

Research
Before working on any logo we do our homework. We looked at Conspire’s competitors as well as other related health industry logo designs. We also browsed successful logo designs for inspiration.

Word association
With freshly sharpened pencils in hand, we created a list of words and phrases that define what Conspire! does and what they want their new logo to convey. This helps to spark ideas for initial images, and ensures that designs stay on track. Some of the key words we used for Conspire! include:

• Trustworthy
• Inclusive
• Accurate
• Compliance
• Secure
• Emcompassing
• Approachable

Sketches and initial designs
This is where the bulk of the design time is spent and where the logos start to take shape. At this stage, we explore all avenues, and one sketch will often lead to a host of new ideas. Below is a sample offering of some of our rough sketches for Conspire!

Once we developed a broad range of sketches, we narrowed it down the best ideas and began the process of refining them. Where sketching provides an open canvas to ideas, working on the computer tightens the designs and allows us to visualize which ideas can hold their own. In this case, we chose six final designs to present to the client.

Logo concept presentation
The designs were presented to the client with descriptions provided for each. Each design was shown individually in both color and black and white to show the overall flexibility of the mark. As with all of our logo design projects, we made sure to show a range of designs – each with a distinct look.

Final logo design
With some minor refinements and the addition of an exclamation mark (due to how the name is trademarked), Conspire! chose a design they felt suited them well. The mark represents accuracy, professionalism and security while keeping the design approachable. The droplet suggests a test sample without being too literal or visually unpleasant. The cross-hairs are a metaphor for accuracy and create a subtle letter “C”. The upper-right segment acts as the last piece of the puzzle coming into place before a company can hire an employee. The font is crisp and clean, with rounded shapes that compliment the icon.

Final logo files and integration of new look
After final approval of the design, two-versions of the logo were created – one with a tagline and one without. Files were delivered in a variety of formats for common uses including versions for high-resolution printing, web and office productivity software. Also, basic usage guidelines with color specifications were included.

The client wanted to feature the new icon as a substantial part of the design for the stationery without being overwhelming. Using a cropped portion of the shape exclusively on one side of the business card as well as in the background of the other side creates visual interest and consistency. The clear blocks of information build on the crosshairs and help support the image of precision.

Overall, the new look creates a solid foundation and sets the tone for the launch of the new business – from office design to on-going marketing collateral.