My interior designer friend Nina Santamaria was working on a new store that was opening at the Fort. A more designy sports store that was going to look like a boutique. Great idea! She recommended my work to Gutsy Tuason of Squires Bingham International, the mother company of Armscor (yes the arms manufacturing company). She thought their old logo needed an update to complement their new sleek sports store. Thanks for the reco Nina!
This was the old logo.
Contrary to what you may think, I’m not a big fan of changing old things. I never thought the American Airlines logo needed changing. The Goldilocks logo either. I miss her face and her golden locks! I hope Philippine Airlines doesn’t change theirs. It’s perfect as it is. This time for Squires Bingham though, I vote yes! Not that my vote mattered. I was excited to do this logo because it was my first time to change something that’s over 100 years old. Oh the pressure.
The company was started by Englishmen who moved to the Philippines in 1905, the Edwardian Era. Downton Abbey fans, this was during season 1. It doesn’t get any more English than Squires Bingham. A squire is a knight in training and Bingham is a classic English last name.
Gutsy wanted something new, modern, contemporary! Roger that.
I always start with research. I read books on English heraldry just so I could let the brand simmer in my head. I have a sister who lives in London and she gave me this disc with 50 books on it. We fancy that. Thank you dear sister.
After way too much reading, I decided I wanted the knight on top of the shield to face front because that would be easier to apply. I can get a little crazy about symmetry sometimes. I also wanted to eliminate the shield completely. If Gutsy wants modern, we’ll give him modern. Besides, dropping the shield is alright because in their original logo, it just had the initials S & B in old English calligraphy and some stripes. Technically, shields shouldn’t even have text on them unless they are on the ribbon which is where the “war cry” should go. Let me shake off my heraldic jargon because I’m sounding like a know-it-all (not cool). Anyway, here are my sketches.
This is the knight helmet I came up with. Gave it a bit of a jaw line á la Heath Ledger circa A Knight’s Tale.
Well hello there handsome…
Just got this photo off a stock image site (sorry stranger). Wanted to see if the logo would look good on a wetsuit.
I kept the blue and added gold because I wanted it to pick it up a notch. I cannot imagine any sports store using gold. You know how they say that real men can wear pink? Well I’d like to say that real brands can be completely comfortable with gold.
I changed the typeface to this to make it feel that we kept its heritage at the same time make it easy to apply. Look at the tail on that Q. Hands down, the hottest Q ever.
You don’t always have to emphasise the initials of the brand, other letters have feelings too. In this logotype’s case, Q is the star! Enjoy the limelight, buddy.
When Gutsy emailed this to his dad who was coincidentally in London at that time, he didn’t like it.
*Falls off chair and cries like a baby*
He wanted the spears in there, a ribbon and the year the company was established. Ok, that’s not too bad. Shouldn’t be too hard to add but will it register well? There’s only one way to find out…
Now that WORKS! Everyone approved.
Well hello again handsome…
I’ll stop it, sorry. Life and its distractions.
Planning where to put the signage. Nina hard at work with paypay in hand.
Final interior signage at the reception area.
Applied it on their stationery and packaging. I love that tissue paper with the sticker seal. Thanks Terry Uy for taking this photo.
On their paper bags. Even on a low ball for some whiskey time.
Forms are just as important.
I bought my Babolat tennis racquet here, it’s never too late to be the next Rafa Nadal. Clearly, I’m not in touch with reality but there is nothing to lose if one picks up a new sport, only the extra weight. A win-win situation. I keep my Isabel Nadal delusion and lose those extra pounds all at the same time.
If you are one of those firing range types or if you are into diving, underwater photography, golf, tennis, Neptunic shirts, Lifeproof iPhone cases, Luminox watches, pepper spray (ladies, you need this), etcetera… do visit the store! Here’s the info:
Unit G Ground Floor
The Sapphire Residences
2nd Avenue corner 31st Street
Crescent Park, West Bonifacio Global City
Phone +632 856 3322
Thank you Gutsy and Nina for making me a part of this project. Had a blast working on it!