Think Creative

So once we have our list of terms and derivations, the next stage is to convert them into visual ideas. Mainly, as this is a creative project then all the elements need to be presented in a graphic form. What I tend to do is to develop via sketching. Saying this though, there is a disparity in what can look good in a sketch and what can look good in a final design. This understanding can come with a great deal of experience in how things look in rough and complete form. I tend to so all my logo designs via illustrator, and so when sketching I tend to keep simple lines and blocking that I note will be colour or shape. Anyway, what happens depending on the list of words, is I try putting down any idea that pops into my head based on the initial visual I see. This can usually populate an entire A3 sheet of small thumbnails. Like the one I added above. Another thing that is hard to describe, as a necessary part of the process, is the need to have gestation time. For example, I have tree ...

After two weeks of working and tweaking and convincing the final logo has been decided on. In some senses it is still my second choice, although I was very pleased that the concept came in a 'eureka' moment one night as I was feeling desperate about the clients insistence on doing something different from the original design and close to the original. This pays dues to the notion that good ideas come when you are horizontal, sleeping or consciously resting. It has a great deal of gestalt aspects to the design as well. Making the 'sigma' appear from a negative shape that reflects the 'kappa'. What was then part of the process is to deliver the several variations that may be needed by the client for print. This includes black on white and the reverse out against black. Also included are several adaptations of the logo with text positioned differently. I managed to convince the client that the use of PF Archive Pro was better than the original Sans Serif font ( M...