From my emblem portfolio – mack digital camera emblem layout technique


The brief

To re-design a logo that is ambitious, distinct to the many other digital camera and video on-line-stores – something that grabs your attention, will work in myriads of advert sizes, so that it will compete for attention in busy online websites.

The brand had to be flexible for quite an awful lot any and all media together with net, virtual, print, large format, signs etc. There has been a chance this logo design changed into going to be placed on the out of doors of a constructing, so this was an important factor inside the design.

Other than that, it become left with the aid of the patron for me to pick out the direction – so lots of creative license so to talk.

The preliminary thoughts

This changed into a clear case of that specialize in kind treatment, focusing on the name, putting the scene without giving precious space to area sucking logomarks. Compact came to thoughts, helpful in that the call is short, so lucky there.

The client did request all cap’s but i resisted this from the get-go, and happy i did. Of direction i did show a brand version with all-caps, however i pushed for the friendlier, tender but bold lowercase model.

I had ideas from reading the brief, so changed into pretty clean in my head the path i wanted to take. I wasn’t too interested in exploring alternatives at this factor, as the ‘gut feeling’ become sturdy. I’ve learnt to trust my ‘gut’, and if i am getting a primary concept epiphany, it’s difficult for me to then create ‘different’ versions. My manner of questioning is if the primary idea is powerful, why create a preference? Consciousness at the robust idea.

Fonts

Font choice is continually my first stop in a brand layout. For me the font units the scene, the atmosphere, the emotion. Pick the wrong font and you stand little danger of a logo doing what it’s intended to do. Verbal exchange. The wrong font can shatter an otherwise first rate emblem idea.

Some font selections came to thoughts right here, and there was simplest one clean winner after seeing several of them side with the aid of aspect. It is barely ‘bastardised’, in that the ‘k’ has been ‘low chopped’. Thats my technical time period by way of the way.

Avenir black was used. A real brand font. I like it. Even though museo sans is now a near contender for my heart.

I opted for ultra tight kerning to create a compact mark. An excessive amount of and you’ll lose character shape, too open and nicely, it loses the compactness being aimed for.

The short manner to peer if the kerning was too tight changed into to coloration all the letters in one shade and see if it changed into nonetheless readable. Satisfied to say it works a treat. This in addition provides to the power and value of the emblem – it works properly in shades, one colour, reversed out, on darkish or light history.

Tag line

The brand had to be designed with a tag line in mind, as this states the purpose of what mack is all about. So it needed to be legible and now not so much of an after concept. Finding the proper stability right here – so it did not fight with ‘mack’ and lose – intended attempting variations of font weight, spacing and length.

Also, the tag line needed to be changeable and versatile, so different key terms can be delivered with out the emblem collapsing.

Small info like there being no descenders makes for adding a tag line a pleasure. Upload a ‘y’ or ‘g’, and nicely, i don’t find it irresistible while that happens.

A short chop of the ‘okay’ supposed i could create a more compact visible, plus higher fitment into the eclipse icon.

Hues

Only explored some options, before quickly selecting a number of blues. Appeared to provide the maximum versatility on mild and dark backgrounds, as you can see from the white and black history. As i formerly mentioned, the emblem works surely nicely whilst handiest seen in one shade which turned into critical to the overall layout.

Icon

The icon, the ‘arc/eclipse’ proved to be the trickiest to get proper. Too high-quality, too chunky, too huge, too tall, too skinny, too tall or just undeniable wrong.

Surely wanted to avoid cliche camera kind icons that you come to assume and typically see. I failed to want to head the obvious jane normal route both. I needed to find a icon that represented the ‘photography lens feeling’ in some way without searching like the hundreds of thousands of different digicam emblems.

I did go through many thoughts, and i did start with cliche ideas to peer how i ought to expand them into some thing extra united states of america.

The result was the eclipse, which indicates the lens and is flexible because it isn’t tied to simply photography, but similarly at home with the video element. So it failed to alienate one or the other, but in truth complimented them each flawlessly and also applies to add-ons and what not.

Finding the proper stability of size and thickness proved to be tricky, locating that balance become a bit time intensive. I tried many many versions of eclipse and positions before settling on this.

The end result

Happy to mention the customer loved it, which is usually an advantage. It achieves the short and greater. This was a emblem layout that got here out way better than i had virtually hoped for. Simply not going the cliché path with the logomark was the important thing right here, in addition to the font and colour choice.

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