The First Round of Rendered Logo Ideas...

Researching The Competition: Local Yoga Studio Comps

More Sketches...

Let The Sketching Begin!

And The Winner Of The Re-Branding Is...

Stillness Yoga and Meditation Center! The center was brimming with design potential and the owner, Stephanie Clement, was enthusiastic and open to the process without offering creative input: a total win / win situation.

I was also excited about the prospect of (perhaps simultaneously) doing Body Essentials, with product packaging / labeling as part of the draw, only to deduce, when I drove to a residential address, that it was a line sold in boutiques rather than an actual retail shop. Sadly, as per the requirements of our candidates, BE had been disqualified.

Re-Branding Candidates: Take Two

Here is my second attempt at procuring an appropriate client for my re-branding project. The first three were chosen more for emotional reasons (family/friend/need-based, respectively), but not necessarily the best choice(s) for this assignment. I have been scouting new locations, and have a piqued interest in the following three...

This is a home-made all-natural soap store on Roswell Square. Great concept and products (all created by a local food chemist), but the logo leaves a lot to be desired.

The Stillness Yoga & Meditation Center needs a more sophisticated and tranquil design than this monogrammed lotus flower clip art.

Also on the square in Roswell, this shop is rich in concept and offerings, but not 'gifted' in logo design. 

Re-Branding Project Candidates

 Our first assignment in GRD 3200 (aside from this blog) is a small business re-branding. We were tasked with selecting three candidates. I have chosen three very different entities for consideration:

1. The Sandpiper of Sanibel - an upscale gift and sterling silver jewelry shop on Sanibel Island, Florida. This shop is wonderful, but as you can see, the logo is incredibly dated and the bird image is decidedly *not* a sandpiper.

2. Spiranaut - an audio/visual installation and performance art organization in Atlanta. The dated and hyper-cliched workmark, currently in use, contradicts the innovation and forward-thinking spirit of the work that is produced.

 3. Biscuits and More - a wonderful mom-and-pop breakfast/lunch establishment in Marietta, Georgia, revered by locals for its insanely addictive cheese grits. The problem here is an obvious lack of any marketing or design budget.

Some of the Best Logos Ever IMHO...

First of all, I am a huge fan of the clever use of negative space. Secondly, I am a huge fan of effective and innovative simplicity. These are some of my favorite logos based on that criteria.

Fed Ex. Say what you want, but if you are not digging the hidden arrow, you don't have a soul (too dramatic?).

The Paley Center uses nothing but Fedra Sans and a circular path to create this beautiful logo. Notice the use of bold to read the title in two different ways.

Designed by Gianni Bortolotti, this logo for the Italian electric appliance store Elettro Domestici, the ED logo has been copied several times, due to the genius of the design. Step 1: Take a capital Helvetica E and D and tightly kern. Step 2: Fill in the counter on the D. Step 3: Make the E white on black. Perfect!

The Elefont logo is great. The negative space elephant trunk used to make the e letterform is both fun and effective.

Goodwill makes the cut for its overall merit. The g that doubles as a smiley face is warm and fuzzy, making me (mostly) overlook the contrived lettering.

NCSY is brilliant in its ability to render emotion. With the art-deco feel and glamour partnered with the solemnity of the flame, this logo begs to be stared at.

The Fontfont logo is a winwin. Positive and negative. Graphically compelling, simple and effective.

Last but not least, we have a Herb Lubalin masterpiece. The Mother and Child logo is undeniably dated, but what makes this a permanent standout in logo design is that not one character was modified. Simple arrangement perfectly articulates the subject matter. I have never seen this done better, and I doubt I ever will.

I should note that the old Northwest Airlines logo with its northwestern facing compass point is an honorable mention that should be looked into as well.

Worst Logos IMHO...

These are some of the most tragic logos you have had the (dis)pleasure of becoming desensitized to.

Cracker Barrel: From the kidney-shaped word bubble and hand drawn font straight out of Prohibition, to the old-timey pedophile sitting in a rocker, this logo tells us nothing of the products and services offered. The tag line is too little too late. Start over, Cracker Barrel. Save nothing.

Mountain Dew is so preoccupied with creating a lightning bolt shape that they have failed to even spell out the product name. Why not at least run with it and capitalize the t so it doesn't slow down the visual aerodynamics? It is just weird.With odd angles and jarring asymmetry, I think even the tween demographic that buys it is probably rolling their eyes.

Kids Exchange is disturbing on several levels. The most obvious is, of course, the grouping of words that is read as Kid Sex Change. Then we have the multi-colored all caps Kristen font, which is more condescending than asking the clientele if they have a Nintendo DS. I fear future litigation for this ill-informed company. Admitting you need help is the first step.

Best Buy, WHY ARE YOU SCREAMING AT ME? BETWEEN THE ABSURDLY BOLD AND SQUASHED TYPE AND THE BRIGHT YELLOW BACKGROUND, I FEEL AS THOUGH I AM BEING ASSAULTED. WHAT DID I EVER DO TO YOU, BEST BUY? LEAVE ME ALONE. PLEASE. DON’T MAKE ME CALL THE COPS.

Walgreens: Come out of the bomb shelter and breathe in the air of the 21st century, which we have been in for twelve years now. A mortar and pestle? Nobody without old-age related dementia even knows what that is. The Brush Script-esque typeface is vile. Even the tag line is positioned offensively and is in a serif typeface that is completely incompatible with the other elements. Facepalm.

Product Package / GRD 3000: Project 4

This is my product package. My goal was to create a package that was a useful part of the product, thus creating no waste. I chose to design a gouache travel case that doubled as a palette and brush tray. My friend has a CNC table, so I was able to make the pieces out of PVC, making them durable and waterproof.

Self Logo / GRD 3000: Project 1

I am going to change the opacity to 100% on the L letterforms in the color version, but I love that this logo reflects growth, travel and the dichotomy that is my life.

Word Enhancement Exercise / GRD 3000

This was a supplemental exercise (in other words, not a project), but it was great fun, and self-explanatory if I did my job well...

Calendar Month Spread and Cover / GRD 3150: Project 3

This was inspired and based on Chinese Seals, the beautiful typographical elements usually overshadowed by the calligraphic works that they adorn. I drew "seals" to denote days of the week, month and year in a Brush Script-esque style. While I used a six column grid, I aligned the content and numbers vertically to reflect the Chinese aesthetic and layout of characters.











This cover was to encompass all styles of typography. I used a tone-on-tone background pattern of a wide sampling of writing and type, from cuneiform to the Rosewood display font. The title is done in a 45 degree tilt of the letters in the word typography as plucked out of line in alphabetical rows.

Logotype (Re)Design / GRD 3150: Project 1

The top is the original Cutco logo, and the logotype below is my redesign. I loved the simplicity of using Franklin Gothic with just a few modifications to bring this brand to the present and clearly express what this company sells.

Book Cover / GRD 3000: Project 3

I was inspired by the emotional impact of Alex Haley's story of the strength and tenacity of the human spirit. I found my model (Joe) in Little Five Points and Photoshopped the image to create a root-like composition that conveys both hope and struggle.

Menu and Logo / GRD 3150: Project 2

I wanted to create a logo and menu for a boutique-style cupcake store. I drew an elegant filigree to fit with the whimsy of the menu, yet elevate the brand beyond the juvenile designs that seem to be a mainstay of the genre.

WRAS Poster / GRD 3000: Project 2

This is in need of a font makeover (and a few additional tweeks) for portofolio review, but overall, I love it. I collaged album covers from the Mighty Aphrodite playlists and used negative space to provide the feminine form with anonymity. I think this is also being used as the Mighty Aphrodite profile picture on Facebook, FTW!