Design Strategy
I sought an identity that expressed strength and creativity. I also wanted the identity to be incredibly simple, both in color and design. Critical to my job as an advertiser (and graphic designer) is to get the message across as simply and effectively as possible. It is this clear and concise attitude that I wanted my identity to exude. I wanted it to mean business. At the same time, I am not all work and no play. My identity needed to demonstrate that I am approachable and outgoing. So, I had my work set out for me. The identity needed to be strong and approachable at the same time. This is accomplished through the use of a strong mark and an approachable color.
Choice of Typefaces
I chose to use different weights of Univers Extended in my identity. Univers is a simple, no nonsense sans serif typography. It is very readable at all sizes, which allows the logo to be resized. The type set in all lowercase adds a youthful, modern flair while not affecting readability (because “evan” is in Black Extended and “davis” in Regular Extended).
Visuals
To develop the logo mark, I first brainstormed different icons that represent strength. A shield was one of the first visuals that came to mind. The difficulty with a shield, however, was that I wanted it to represent strength, not warfare. The shield I developed is a unique shape, yet still recognizable. And, the diagonal line going through the mark throws off the symmetry, emphasizing creativity and uniqueness. The bottom of the logo also points directly to my name, leading the eye there. To counteract the strength of the logo, I chose a warm orange color (CMYK 0, 77, 93, 0).
The logo that you created for this project is very strong. You really succeeded in making a logo that was simple yet recognizable. The image of the shield expresses the fact that you exercise strength, particularly in creative fields.
ReplyDeleteThe san serif typefaces further stress the ideas of modernity and simplicity. Bolding only your first name is a good way to show that you are approachable. The shade of orange you've chosen seems very warm and approachable as well.
Another thing that I really like about your business card and stationery, is the way that you tilted the watermark slightly. This kind of breaks the clean cut look that you've created with your logo, and helps to reinforce your creative and unique aspects.
Very well done and professional! It could definitely be used for a wide range of professions.