September 6, 2010

Case Study: I Love Fabric


The Brief: To develop a logo design for an online fabric store.

Logo Lowdown:

* The weave was created by laying out a series of horizontal and vertical rectangles and sectioning into squares using Illustrators divide tool.

* This enabled me to colour every second square in each row staggering downwards to create the weave effect.

* Once the square weave shape was complete, a heart shape was drawn and overlayed with transparency reduced to act as a template.

* Squares which didn’t fall within the heart shape were removed.

* Once a rough heart weave shape was established, one half was erased and the other replicated and horizontally flipped to create a symmetrical shape.

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September 2, 2010

Case Study: Catalyst


Time for Change

I’m starting a new format of presenting new logo design works since many creative methods are simplistic and have been covered in past posts.

Instead of my usual in depth explanation of the design process, I will briefly cover the concept of the logo itself though I will go on to explain the methods used to develop more unusual work which I think might be of some use to others.  This will equal more logos – less type!

Logo Lowdown:

The Catalyst Student Venture Fund provides seed capital funding to student startup businesses.

I developed an enclosure logo with the company name boxed in by a (firework) fuse.  The flame represents the catalyst to launch the newly founded business.

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August 31, 2010

Case Study: TuoreTori


The Brief: To develop a logo design for a web site which connects local food producers and sellers with consumers.

The Creative Process:

* I employed the clients concept of a heart shaped turnip which I approved as a great idea!

*  The heart shape was drawn and tweaked.

* A negative curve was place into the heart shape to depict a crease to give the symbol some three dimensional weight.

* A “tail” piece was added to the heart and tweaked to bring out the turnip / heart hybrid.

* Once satisfied with the overall shape, two rounded shapes were drawn with the pen tool (for organic effect) and stacked on top on the turnip / heart to give a soft lighting effect.

* A “stalk” shape was drawn and tweaked and placed on top to emphasize the turnip.

* A typeface was chosen to reflect the mark. The subtle rounded kick in each character adheres to the style  of the turnip end.

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August 31, 2010

Case Study: Graham’s Gardens


The Brief: To develop an identity for a gardening business.

The Creative Process:

* The concept of a “G” as the stalk came about during experimentation of ideas on-screen.

* A “G”shaped stalk was drawn and tweaked for a pleasing flow.

* A leaf was drawn with negative space taken from the shape the represent it’s fold.

* The leaf and fold were made to adhere with the curve of the stalk with various adjustments and shape and placement.

* A formal typeface was chosen to let the mark shine it’s holy glory.

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August 30, 2010

Case Study: WordReady


The Brief: To design a logo for a boutique communications agency providing specialist writing and editing services to academic, personal and business clients.

The Creative Process:

* Sketches were drawn and a concept of a tick and paper document came about.

* A tick was drawn using the pen tool tweaking to achieve a shape which could also depict the corner of a page.

* Three rectangles were drawn and stacked to represent the text of of the document.

* The rectangles were manipulated with Free Distort to achieve an angle which ran with the angle of the page / tick.

* The rectangles were made into a compound shape and the shape was cut to flow with the curves of the page / tick.

* A typeface was decided upon for it legibility and unique sans / slab serif hybrid appeal.

* The resting place for the mark ended up being above offset to the left to establish balance with the tagline which was offset to the right.

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August 27, 2010

Case Study: Queen of Tarts


The Brief: To develop a logo for an eatery specializing in fluted, home-made open top tarts.

The Creative Process:

I experienced another one of those moments where a great idea comes about mid-design.  Upon drawing the fluted base of the tart it magically took the form of a crown – and so the tart could be no less that a strawberry one to double as the red velvet of a queens crown which reflected the company and it’s name perfectly!

* After drawing a few brief sketches I began to plan out the shape of the pies base / crust.  The design needed to be simple and clear.

*  A few shapes were considered and eventually I decided upon shape shown after several tweaks to the curves and a cut and reflect to ensure each side was perfectly even.

* The base was coloured to reflect the medium of a golden tart base and gold of a crown.

* The shape of the filling / top was drawn to meld with the shape of the base.  A highlight colour was added to depict the gloss of the jam and  sheen of the red velvet.

* Diamonds were added to the base to emphasize the crown further.

* A decorative, royalesque typeface was selected, kerned and laid beneath.

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August 26, 2010

Case Study: The Lost Economist


The Brief: To design a logo for an economics blog suggestive that the author is lost in the current economy.

The Creative Process:

*  Source images were supplied and used to establish a silhouette of a man reading a broadsheet newspaper.

* The image was roughly traced adding in pleasing curves and negative space to emphasize face, shirt collar and hands.

* A decorative typeface was chosen and coloured to distinguish between the two main words.  “The” was seated comfortably offset on top between the “l” and “t”.

* A question mark was added to the newspaper using the same font to suggest that the newspaper might be the solution – or indeed the cause of being “lost”.

* A subtle shadow was applied to give a sense of ground.

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August 25, 2010

Case Study: Morning Glow Candles


The Brief: To design a mellow logo for a company who manufactures and retails hand made, soy wax candles.

The Design Process:

* After deciding upon the intended style of the logo I jumped straight to computer to experiment with swishes and brush strokes.

* The candle mark was developed first with one swish representing the candle body and another for the flame.

* The body of the candle was filled with a custom brush stroke.  This helped give the logo the an organic feel to represent the essence of the business.

* After a brief browse of various typefaces one in particular jumped out and fitted perfectly with the theme.  The flowing curves of the “g”‘s flow seamlessly with the swishes of the candle body and flame.

* A wide kerned, capital typeface was selected and employed for the tagline / description.

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August 24, 2010

Case Study: 2TV Broadcast Solutions


The Brief: To design an iconic logo for a television broadcast company.

The Design Process:

* Brief sketches were made to outline a rough design.

* A rounded rectangle was drawn, rotated 45 degrees and reduced in size vertically to form a diamond shape.

* The diamond was replicated twice and part of each were cut and overlaid over the original diamond shape.

* I experimented with various colours / gradient effects for each segment until I found a pleasing tone and combination.

* Various typfaces were chosen and whittled down to one.

* The type was inflated to give the  impression of flow with a rounded 3D diamond.

* A shape was drawn for the glimmer effect and replicated, shortened and flipped to create a cross and transparency was applied.

* A formal, modern sans serif font was applied in capitals for the type beneath and a shadow was applied to the icon.

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August 23, 2010

Case Study: Say Cheese Photography


The Lowdown: This design was developed for fun after the idea came about whilst brainstorming for meaningful logo ideas for our Brand in a Box opportunity.

The Design Process:

* Since I knew exactly what I wanted (or so I thought) I jumped straight to computer.

* A rounded speech bubble was drawn.

* Several random circular cutouts were made in the centre and along the edges to depict the holes of Swiss cheese.

*  The rounded speech bubble was replicated and the layer was sent to the back and coloured light brown.

* The two rounded speech bubble shapes were joined in the diagonal to create a 3D effect.

* The pointed portion of the speech bubble “lip” was coloured a darker brown to depict shadowing.

* The cutouts of the holes were performed once again on the rear speech bubble layer.

* Several additional, smaller “holes” were applied to the body and sides to give a realistic, bulky 3D cheese effect.

* A shape was drawn, coloured dark brown and placed beneath to act as a shadow to give a levitating effect to the speech bubble / cheese.

* Several typefaces were chosen and whittled down to one that best reflected the name of the business.

* Say Cheese (Photography) brand is for sale here.

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