I just completed a logo and illustration for the organization, Lions Club International. As in my case, you are probably familiar with the name, but not always up to speed with who they are or what they do.Every time you drive into a new city, you''ll see the LCI seal on the community''s Chamber of Commerce sign along with the Rotary Club, Elks Club and others. Lions are an international network of 1.3 million men and women in 202 countries and geographic areas who work together to answer the needs that challenge communities around the world.
Known for working to end preventable blindness, Lions participate in a vast variety of projects important to their communities. These projects range from cleaning up local parks to providing supplies to victims of natural disasters.
To get this rolling, the Chicago agency Lipman Hearne was hired by LCI to revamp their very established brand.
Initially, I was approached Lipman Hearne about illustrating the new lion for the logo redesign, but as we got further into the project my role extended into the design of the familiar crest and typography as well.
Lipman Hearne had done a very thorough job of researching the past logos as well as how the different charters had 'interpreted' the usage of the organization's logo. One of the main objectives would be to establish a new logo design that was bold and very versatile to make sure that the graphic standards would be easy to follow.
Since LCI's conception in 1917, there have been quite a few logos over the years, but mostly in an evolutionary sense. Most of them stayed in a crest shape and had the familiar lion's heads and initial capital 'L'. in the center. The typography appeared to be a different story, seeming to change with the font popularity of each era and even overrunning text into the crest – ruining readability.