Thursday, August 13, 2015

Introducing the Free SWAP Logo Design


Earlier this year we were approached by artist/designer Kim Bateman (my brother-in-law) with his proposal to design a logo for the Free SWAP. Kerry and I heartily welcomed the idea. We knew that creating a brand identity could greatly further our efforts to spread the message of community sharing.

It was a very interesting process, to say the least. He met with both me and Kerry to ask us about how we came to be involved in this idea of the Free SWAP, about our values and interests and where we find inspiration. This is important for a designer to know his client so he can tailor design choices. Otherwise he could take a logo in a million different directions and still not find what speaks to the client.

Interviews done, he started sketching up pages and pages of ideas--from bold and graphic to fluid and organic, from text-based to image-based. It was all so fascinating to see the process unfold and see the diversity of logos he came up with.

We wanted to include so many concepts in the design but we knew we wanted to keep it fairly uncluttered. Symbolism, colors, shapes all have meaning when create a brand identity--we talked a lot. 

It was very much a collaborative effort (all the adults and even some suggestions from some of my kids) and in the end this (above) is where we all landed. We are very happy with the results.


  • The symbolism of circles supports the idea of both community (circle of friends, circle of influence, circling the wagons--Utah pioneers know about that, for sure) and also the planet earth. 
  • The hands forming the "S" reinforce the concept of sharing--giving and receiving. So the hands can be seen both as sharing an item and as cradling the planet.
  • Green is often associated with the environment and with prosperity--both concepts that fit well with the Free SWAP philosophy.
  • If you look at the hands upside down they look like stylized half-arrows which hint at the well-established recycling logo. 

We have registered our trademark with the State of Utah and everything. We are official. Now for incorporating it into our work.

Aside from this blog, our latest printing of business cards (in English and Spanish) and our Facebook page also feature the new logo. Yet to come are vinyl signs to be used at SWAPs and for promotion at farmers markets.

Thank you, Kim, for your experience, your professional, courteous nature and your creativity. It was a pleasure to work with you and we are delighted with your design.

If you are interested in seeing more of Kim Bateman's work or to contact him, please visit: 

http://kimbatemanportfolio.blogspot.com/

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