This is the final appoved version. This hard block stands for the company values: solid, strong, a no-nonsense, multi-talented group, welded together and able to face different angles at once.
This was the approved and printed version of their business cards.
How many symbols can you use to write 357? The first one is based on a Morse-code concidence: 3 and 7. 3 in Morse is • • • – – 7 in Morse is – – • • • And 5 is • • • • • These elements were put together and made into a building-like structure.
The second one started as a phone keypad and evolved to this construction-structure. The partners are on the penthouse.
And the last one is based on an abacus (a counting frame).
As a holding company, I imagined what would be like having the 3, 5 and 7 as columns and foundation of their next endeavours. Literally. I draw this without much refinement, just to suggest a concept. Should this ideia was approved, I would've modeled some greek columns in the place of those letters.
They asked to swap the numbers around to be sure the reading order was OK.
An original idea that struck with the partners: 357 is also a revolver name. So, "why not use this imagery and reference to show fire power, precision and impact"? I didn't felt sure whether this was the correct approach, but drew this anyway - so they could see it and compare with the options. Thankfully they discarded this concept.
They asked to visualise the "block option" but with each number facing front. It meant to show boldness, but it only raised the information noise level. I had to throw some heavy shadows around to try and hide the ambigous reading. But that only made the whole logo grim and dingy.
A more elegant way to show "solid and bold". Unfortunately, the result is bland and un-remarkable. As it was designed by a committee.
A step closer to the final approved version, a ledge was added to show how it would "create noise and not the opposite". It does create noise because this last-minute postscript stretches out - way too much - both 5 and 7.
Luckly the joined edge version was not approved. This one did. It went ahead and after a few tweaks is now the official 357 logo.
The same Morse-code concept, but more literal. And with some explanation on how each number is read.
My second favorite one. Conceptually. It is the same Morse-code dash and dot, but with some artistic flair. The elements were drawn inside a circle (playing with the symmetry) and turned up like some MIDI-like connector. So, the holding company *IS* a connecting hub that links other different companies and different talents under a single uniform plug. So cool. : )