I’m calling this the Acting Brand New series. I don’t have a really creative reason as to why I want to call it that other than the word brand is in it and I hate when people say someone is acting brand new, so I thought it was funny. However, if I was a huge marketing firm that needed to make sure that title made sense (which I should probably be doing anyway) I’d say this…..
A lot of the people who read these posts may not have ever heard of some of the people I’m going to be designing logo’s for so to them they’ll be “brand new” to them. I hope you get just as much inspiration from them as I do. BOOM.
When developing the brand identity for Rick Williams the first that came to mind was the fact that he’s helped to develop several brands. He’s known for putting his mark on many products and designs. So, I wanted to incorporate the universally recognized symbol for a registered trademark.
One of the things I love about his work, especially in Distinct Life products, is that while there’s always quality and attention to detail, the designs are also simple. I personally think all design should be simple yet effective and the registered trademark symbol embodies that. Many people may not even think of the symbol as design, but I think that it’s the perfect example of a design that has stood the test of time. Yes, it will always be associated with the legal rights and ownership, but it will also always be associated with design.
I love incorporating elements of design that are familiar with people even if they can’t recall why. Anyone who sees the famous trademark symbol will always be reminded of Rick’s logo, and vice versa.
I follow Rick on Instagram and over the past year or so he’s really been into photography with his subject of choice being the city of Detroit. He doesn’t take pictures of just the famous landmarks or obvious sites of the city. He seems to favor what some might consider the blight of the city. However, if you ever hear him or Ro his partner speak of Detroit you know that he doesn’t see just wants been abandoned, tagged and torn down. The photos are of the art and history in what was and the beauty in the possibilities that lie in what is to come.
I knew I had to incorporate the photography element in the logo. My inspiration came from one of my favorite photographers and designers, Marvin King. He’s an artist based in San Francisco who documents his life in photos on his personal blog. A few years back he released a design called “How to Hold a DSLR” and I absolutely loved it. Once again, it was great example of simplicity and effectiveness which he happens to specialize in.
Instead of using the same DSLR styled design Marvin used, I decided to make the camera much simpler. I wanted the lens to be the focal point of the design not the camera body so that the trademark aspect of the design didn’t lose its significance.
The simplicity of the camera design also allows for the lens/trademark part of the logo to be removable. Since Ricks work includes, but is not exclusive to photography, the logo is flexible enough for whatever it needs to be applied to.
When it came to the text I took note of the text used on Rick’s site with the first name in bold and the last name a lighter version of the same font. I also used the same concept from his brand Distinct Life’s slogan “The Talented Tenth” which is displayed as 1/10. So the name is written like a fraction…. and that’s it.
You’ve just read the first installment of the Acting Brand New series.