In this solo walkthrough, Jeremy Mura details his end‑to‑end logo design process for Platinum Fittings, an Australian steel‑rigging and erection company. He starts with the client’s brief and an AI‑generated mood image, then explores multiple monogram concepts using the letters P and F, experimenting with angled steel‑beam motifs and abstract shapes. He evaluates two primary concepts, selecting fonts (Squatter 1 Industrial and later Clash Grotesque) and refining the monogram for legibility. After client feedback, he iterates on color, moving from a generic gray to a titanium‑inspired palette with blue tints and outlines, and tests brushed‑metal textures while keeping the logo simple. He presents the refined logo alongside competitor mock‑ups to highlight its modern, non‑cliché look. The final assets are integrated into a custom Framer website, featuring clean animations, hover effects, and 3D icons. Jeremy concludes by promoting his free Skillshare logo‑design course and a related video on designing brand identities for clients.
Chapters
I did a recent logo design for a client based in Australia, and they actually do steel rigging and erection for big mega projects in— for infrastructure. And I want to break you down my whole logo process of how we created this. They were called Platinum Fittings, so simple name, thought it was really cool. And they did present this AI image of what they wanted, of the style. And so I had this as sort of the main inspiration, and I used that to get the initial ideas. First ideas, we explored different concepts. We had more angled looks. We really wanted to communicate like sturdiness, strong, masculine things that represented like steel or construction or building without having the cliché thing. So I think we wanted to use the monogram of the P and the F to make it unique. So we can see we've got some concepts here that we came up with. One with more steel beams, one more abstract, one more angled. The letters, but it just didn't feel right. It still wasn't looking professional, but the fonts were looking okay. So we had the angled mark for concept 1. We had this initial idea. The font was looking cool. It was condensed font and it's called Squatter 1 Industrial. And we had this like initial content of putting the letters in like a square. Didn't really like that one, but I really liked the, you know, angles and using the shapes to represent like steel beams because they do a lot of steel beams and They lift it up with massive cranes. So we landed on this sliced monogram effect initially, and I thought this was kind of cool, but the P and the F wasn't translating well. It was just not as legible, and there was some weird spacing going on. It was not even with that font. So initially we had these letterforms, and then we moved on to concept number 2. Now this one was more of a simple PF logo inside a shape. And we sort of angled the edges to make it like you're— they look cut and they look like edgy and sharp. And so I really just liked this concept initially, and we had a nice font. We use Clash Grotesque. This is what it looked like. You can see the color application. So, and that was our initial phase of the logo, starting from the initial, you know, AI images that we got for inspiration, and then jump into the logo design iterations. And then now we move on to the Logo presentation. And you can see this is the logo presentation that I presented, the initial designs with a nice badge. As you can see, we got PF Steel Beams, and that was the concept. And then the box was like representing a structure or a building or a warehouse. And so we're building inside of that because the steel is the framing. So that was the whole concept of getting this logo. Very simple, but it works. How it could look like on a pattern. I did have an idea of like, why not just have no box? But the, the letters by itself just wasn't working as well. And you can see the fonts we picked, some of the icons, some mock-ups. I think this mockup is really, really cool, this one. And you can see how it looks like amongst some other competitors. Other competitors look very outdated, and I think our one stands out a lot. Like this one, look at this one. It's very, very literal with the crane sticking out. And the concept V1 with some small tweaks. And then for round 1, we ended up having this concept here. And for me, I'm all about iteration. So once we had the concept that we— I thought worked really well, and I think it just looked really clean, we ended up going through and changing some of the colors. The client wasn't feeling the colors. He wanted a more titanium feel instead of just a gray dull color. And so we ended up playing around with colors here, as you can see, more with the blue tint, some with more gray, and then some with like this cool outline that I added. To make it pop a bit more. And we can see it on white as well. So sometimes I do this when the— when we're not sure 100% the colors, because color is always easy to change. So I showed this to my client and they really loved the titanium. And the client was like, what if we added a texture? Now as a logo designer, I always try and keep it simple. I usually avoid textures or vector effects when it comes to a logo. So we played around with a few textures inside of this logo. As you can see, you've got this style here. And a few other different ones with these brushed metal look. So in real life, there's different types of metal. You can get like brushed effects, or you can get like cutouts, different things. He ended up liking this one here, and I thought the lighting was a bit off, but it looks kind of really good, like cool on the P. And then that basically translated to the website that I built. And I decided to build the website in Framer. That's my main tool I use. You can use my affiliate code below if you want to try it out. I think it's great. I actually picked a template for this project, and then we added all the images and added the logos, customized everything to fit the client's portfolio. And so it's got really clean animations. We added the videos in there. What he said, he was actually very impressed and And yeah, I think it was a fun project. Love the color palette with the black and the orange. And overall, you can see the logo at the top corner, and we have the, the white version logo, I think, at the bottom. Let me just scroll down to the nice little hover effects. You can see the 3D icons there. Overall, that was the logo process. If you do want to learn how to do logo design, I actually have a free full video course that you can grab on Skillshare, and you can get access to all my courses with that one monthly fee. But you can get one free month. I'll put the link in the description below. So I also have another video that you can watch if you're into this and you want to learn how to design logos for clients and create great brand identities. You can watch this video right here on my process for designing for another client. Check it out, and I'll see you in the next video.
