Midnite Oil logo has just won a Bronze Spark Award

And this is why this award-winning logo design won 2007 Spark Design Award, making a "design firm" from Bangkok, Thailand stands among world-class designers such as "Pentagram", "Mother New York" and "Yves Behar of fuseproject";

Midnite Oil Design Branding Overview

When Midnite Oil celebrated its 10th anniversary, it was determined that "the logo" was too common and out-of-date. The design team set out to find an innovative solution in "designing a trendier logo". The original logo displayed a black drop of lamp oil with turquoise lightning in the shape of the letter M. The approach was already overused and the turquoise color did not express enough energy. The logo gave the firm an old fashioned impression and lacked a proactive or energetic. "The new logo" and "branding design" required a symbol to show the "design firm" as trendy, dynamic and energetic, yet with a trustworthy business look that would inspire confidence as the firm expanded its presence in the international corporate community.

The design team agreed that "the logo" would need to retain the drop of oil incorporated with the letter M. The challenge was the oil drop represented by a typical black drop of liquid in "the graphics", which had already been used in the previous design. It was necessary to find a new way to "design the graphic" that represented the oil and give it a more lively and energetic look. It would require a 3D feeling without an overly scientific or high tech appearance. Obviously, it would need to pass the basic qualifiers of being easily adaptable to "printing in one color"" applications and being recognizable even when reduced and placed in front of a website URL.

Inspired by the phrase "burning the midnight oil", "the design team" imagined the random splattering of oil drops during a frenzied night of artistic creativity. The "resulting graphics" consisted of two varied size black circles, one overlapping the other. The thickness and gloss of the oil reflected the company monogram, the letter "M" for Midnite Oil.

Midnite Oil logo has just won a Bronze Spark Award

In designing the reflection of the letter M, the team was determined to avoid the traditional use of a narrow highlight, in strip form placed at one side of the circle but this created a genuine challenge to craft a highlight that resembled the letter M. In the end a new reflection was used by placing the letter M at the center of the oil drop and distorted in Adobe Photoshop. With this approach, the M was not only integrated into the oil neatly but also made the 2D oil drops appear in 3D. Orange was chosen for the M as it represents power, energy, and a readiness for action. With these approaches the new logo satisfied all the initial design objectives. To complement "the logo", "a design" motif of splattered oil drops was created to be incorporated in all media items.

As the company considers its "business card" as crucial in influencing the first impression of prospective clients it was the media piece chosen for top priority after "the logo" was finished. Observing that "the majority of design firms" print their cards in solid fancy colors, or use various accenting techniques to draw attention to their cards, focus was given to fashioning something distinct. Using classic white cards to maintain a trustworthy impression that would be presentable to all ranks and types of business professionals, the challenge once again, was how to make a simple white card project this image, yet still evoke a passion for creativity. Keeping a simple layout on the front and "splattering" drops of oil across the back achieved the desired effect.

The concept was carried throughout "the design" work on the remaining media items, including an "animated e-card", that was used as promotion for "the new logo" as well. Since "the design" motif was similar to the spotted pattern on many famous dogs and the Chinese New Year was about to ring in the Year of the Dog, an animated puppy was employed to carry seasons greetings to each client, which was symbolized by the cartoon character delivering a gift box.

October 21, 2007
Mongkolsri Janjarasskul
Creative/Design Director