How to make "HotBox Studios" logo

I have recently completed a project working on a new logo for a re-launch based in the UK. The aim is to follow my design process from start to finish and to serve as interesting reading for the design community.


The Creative Brief HotBox Studios is a company based in South East England specialising in creative animation and design. They have evolved their business the past 5 years and their previous logo can be seen below. After this initial period the have decided to re-launch the brad and approached me to create a unique logo for them in order to facilitate this. They felt that their previous logo did not represent their creative work correctly and needed a fresh and memorable logo to capture their creative animation and design work. I was approached by them to provide a logo comprising a main symbol which worked both with the company name and on it’s own, and was to be memorable and easily recognisable for their relaunch of their website for the end of this January.




Drafting and Development Initially I thought that the best way to create a memorable logo was to utilise the monogram or initials of the company. The first idea was to focus on the ‘H’ of HotBox and the design below was the result. I thought to use the cube or box to create the ‘H’ however this idea did not fit entirely with the brief and, whilst it somewhat represented the name, I found it did not represent the industry enough.



I continued my brainstorming and research and found inspiration within undeveloped film. Below you can find my initial preparatory brainstorm sketches. Taking this inspiration, I wanted to incorporate not just the ‘H’ but also the ‘B’, as this would make for a stronger monogram. From early on in the project, the letter ‘H’ and ‘B’ had inspired me. The ‘H’ had a clear path towards something animation related with its natural form being not unlike that of a section of film reel. Thus, more time was spent integrating the ‘B’. It was after many attempts that I was able to fuse both letters and also capture the very nature of their industry.



After deciding on the rough idea, I started to finalise the concept by first calculating the mathematical elements of the symbol, then re-drafting, tidying up and transferring my sketches to the Dot Grid Book. This is the perfect medium for geometric based design as its light geometric dot matrix serves as a subtle guide for sketches. Below you will see the initial dot grid image.



I now had the logo planned and was able to bring it into a digital medium. This dot grid image was scanned into the computer, as below, in order for me to alter and achieve the final touches using the software.



Using Adobe Illustrator, I was able to rapidly recreate the layout in mathematical harmony. This is of course a lot faster process when the initial designs have been plotted on paper therefore I would stress that hand sketching is an essential part to any design, as you are able to gain an idea of the final aim prior to utilising software to reach it. Plus, it brings fresh perspective when you are away from the computer and can allow your ideas to flow freely.



After presentation to the client. They were happy with the ‘H’ and ‘B’ fusion with the context of the film reel section therefore it was time to add the specifics. As the typeface and colouration were predetermined within the brief, I was able to concentrate on a few options before the finalisation of the concept.



In the end, the below choice was made and their new identity will be in use shortly on their redesigned website. Re-launch is set for the end of January therefore be sure to check it out.


I wish HotBox Studios all the best for a successful re-launch and hope that you have enjoyed this article.
As always, any constructive criticism and comments from readers is valued so please feel free to offer any thoughts you may have on this design and the article.
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