One of the most frustrating things for me since I started writing on this blog was the lack of a logo I really loved. That’s not to say I haven’t tried. But logo design, to me, is kind of a thing all it’s own and I’m just not very good at it. But I know someone who is! I’ve always enjoyed seeing David Airey’s posts (and sketches) about his process in conceptualizing a logo for any given client. Really cool stuff.
Usually I just throw something together in Photoshop that I think looks cool (at the time). Then after a few weeks or months, I discover things about it I don’t like. It could be that designer sickness of wanting to change it because I’m bored or because I can, but it hit me the other day that it’s probably because I never spent the time to do what David does - brainstorm ideas.
So with that in mind I sat down with my good friend and fellow designer Joci, who recently made the jump from web to print, and now designs catalog layouts for the very cool Sierra Trading Post. Together we pushed around a lot of ideas. Nothing on paper (what can I say I’m a fool for Photoshop), but many concepts.
First and foremost I wanted to stick with a sans-serif font. I’m naturally drawn to simple and generally “softer” fonts. Weathered fonts are an exception. In contradiction to that statement, I sometimes go for elegant fonts like Zapfino (as seen in my existing logo), which is one of my favorites. It’s much to busy, however, for what I wanted to convey with Design Adaptations.
My biggest priority aside from using a sans-serif font was versatility. The final product had to play nice with any design genre I could possibly throw at it (grunge, grids and gradients, oh my!) and had to come across well no matter what background color, texture or pattern was behind it. That, and it had to look good in print. Tall order, I know.
Then I happened across Chris Merritt’s site Pixelight Creative, and immediately liked the logo. It’s eye-catching and unpretentious. It also met the criteria on my list. I decided to try my hand, selecting Optima this time. I think you’ll agree my first version was a bit TOO simple. Back to the drawing board.

At some point Joci suggested mixing the fonts. I cringed at first, but the result took us in an unexpected direction and we ran with it. Optima ended up being too heavy to mix with Zapfino, so we played around with some variants of Gill Sans, used Photoshop’s transform tool to tweak the G and D, and adjusted the kerning accordingly.
I liked where it was going, but something still wasn’t right. The G looked funny and the words didn’t flow together well. At first glance it resembled the word ‘designate’. We tried a few more ideas, and ended up with some funky looking logos, like the one below (right). It’s ok, I know what you’re thinking… ick!

We took a break and decided we were just trying too hard. It was beginning to feel forced and that’s never good. We back-tracked quite a bit. Then the logo on Boxes and Arrows gave us a great idea, and after more experimentation we ended up with something that looked MUCH better.
We were close, but some refining was needed. The visual separation created by the icon was a nice transition between words. It also made the logo “pop”, drawing the eye and doing a better job of incorporating the blue I’ve always loved and used here.
A dark outer glow and a quick brush splatter on the box did the trick. Funny how the smallest details can make such a huge difference. I think I finally have a logo I can live with! It filled the order too. If I want to change color schemes, I can simply change the rounded box color to match. If I want to use a light background instead of dark, the font will sustain that. And if I want to go from grunge to grandeur, I think this logo can roll with it. 
Something about the G still bugs me a little, but overall I’m happy with the final result. Not ready to go live yet though. I’m sure Lauren and few others will shake their heads and wonder about me, but I’m seriously considering another redesign. That’s a post for another day though.
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