Juls is a soon-to-be-opened restaurant in Tyler, TX. The owners came to me looking to bring an image that is contemporary and cool but that wouldn't communicate elitism, as they want everyone to feel comfortable at their place. The menu is part Asian Fusion, part Steakhouse, and part Sushi Bar - and the request came to steer clear of asian imagery for the logo.
The client also expressed a desire for a text based logo with no image, and for something that utilized angles or straight lines. The end result came from from six slightly tilted vertical lines that became the four letters J-U-L-S. It is plain and simple, but not without a sense of sophistication.
In addition to the logo, I designed an announcement that will be run once Juls is open to the public, and am in the midst of designing an invitation that will invite special guests to participate in a limited opening.
Juls - Primary Logo
Juls - Secondary Logo
Freelance NOLA - Logo
Freelance NOLA came to me after realizing their current, lackluster logo was driving the creative direction of their company image into the ground. The quickest way to destroy a customer’s trust is to wear a track suit to a business meeting. I was given a short list of things New Orleanians identify with and ended up moving forward with the pelican as emblem for Freelance NOLA.
Beyond developing a logo, I was given the privilege of setting a style precedent for the web developers. I set style and navigation principles through my layouts. A visitor to the site hits an immediate fork in the road at the home page - continue inwardly a freelancer, or instead as someone seeking to hire a freelancer. From there, I developed a mock up for a job search page, a job description page, a two profile pages. Through a four color palette, limited typographies, and repetitious graphic elements, an identity began to be developed for this new company.
Red Giraffe Media
The commission was to create a logo for a startup marketing firm called Red Giraffe Media. Their niche is non-traditional marketing methods including flash mobs and water soluble graffiti. They came to me seeking a giraffe based graphic. The solution uses a simplified giraffe silhouette who uses his extended neck to peer above and out to see what only he can see from his unique vantage point. When used in a large enough format, there is a subtle shadow beneath the giraffe’s head, implying that the two-dimensional is becoming three-dimensional, as the giraffe appears to be pulling himself off of the surface from the head downward. He is in mid-stride moving from left to right, indicating forward oriented progression.
The images here show different mock ups of how the logo could be used on stationery and on business cards. Another image shows the evolution of the giraffe through the design process, with the first iteration at left, and the final at right.
CommuniFilm - Logo
CommuniFilm is a startup that is a community-centered organization aimed at making quality short films and documentaries. It is a place where people can network, and bring their talents and experience to the notice and assitance of others in the film industry (the local film industry). The proposed logo focuses on the communal nature of the project. Six unique film reels are part of one larger film reel - as individuals always play small parts in a larger picture. The emblem style of the logo is meant to give confidence to the viewer, through its symmetry and the historical nature of such emblems. The mixed fonts and lack of flourishes keeps things modern.
Wise Bones, a soon-to-be launching company, will be in the market of online physical therapy. Through specially designed surveys, you can self-diagnose your problem and be recommended exercise and treatment. The logo here is a balance of a classic, trust-inspiring design - in the serif font, and the symmetrical balance of the logo, as well as in the choice of blue as the color - and something that marks itself as personal and playful, exemplified by the unrealistic shape of the bones.
Visit Georgia Wineries - Logo & Icon Design
Visit Georgia Wineries is an internet tourism business that clearly explains its purpose in its title. I proposed a strong first concept based on travel imagery (a postage stamp), which was received well, but was determined as unfitting for Georgia Wineries for reasons too dull to include here. So, then the request came for something very modern, but with mass appeal. The solution was a design of two wine glasses forming a wine bottle in the negative space between. In addition to the logo, map pins and a set of icons were required so a user could know the type of facility he would be visiting, and what ameneities were available.
I've included a comparison of each of the three proposed logo concepts for VGW.
Logo, Map Pins and Icon Package
Southern California Distilling Company - Logo
The grizzly bear used to roam freely in California, until man completely wiped him out of the area. Still, the influence of the grizzly remains - as an emblem on the state flag, and in local nomenclature like Big Bear City. Appropriately the grizzly returns as the emblem of the new Southern California Distilling Company. The state of California forms the rear leg of the bear, and can either be intentionally emphasized or presented in a subtle, monochromatic manner. Through many explorations of just what represents California best for this new distillery, the wild nature of the grizzly seemed to embody three great elements - power and wonder and history.
As is typical for my branding projects, I designed custom letters for the logo, eighteen in total, shown below.
Custom Type made for the SCDC Logo
Logo - One Color
Weddings by Lisa
Weddings by Lisa is was a modest project - business cards, and brochure for a new wedding planner. We wanted her designs to straddle the line between modernity and tradition. We wanted her to have some funk.
Rattlesnake Richard - Logo and Graphics
Rattlesnake Richard is a TV project. Set in south Texas, the focus of the show is a group of Texas rednecks, with a man named Richard as the central character - ad character is an accurate term. I was requested to provided a logo that communicated classic, Texas style. So, the letters are based off of a typical Texas ranch sign, the Texas star is the punchout in the letter A, a rattlesnake makes the letter S, and for each individual title name (nine in total) I incorporated a small, unique Texas themed element into the banner - a gavel for Judge, cowboy hats for Jessie, bullets for The Outlaw, etc. There is no subtlety or abstract symbolism in this logo - everything is plain spoken, and is meant to give any possible viewer a clear indicator of what this show is all about.
Codes Auto Repair
A couple of explorations for an Auto Repair shop's new look and feel. They wanted something that wasn't 'tacky' and in every garage. I decided to explore a vintage aesthetic - as they were a newer shop, and could benefit from the an association from times when people didn't fear being ripped off by their mechanic.
A clothing company for outdoor/trail runners, Prong Apparel needed a logo that athletes could aptly sport as they run their trails. When one runs in the midst of nature he feels especially aware of his surroundings - the sun, the air, his footing on the terrain. This is what the logo needs to communicate - connection to outdoors. A pronghorn is the world’s fastest endurance animal, so it is only appropriate that it is the representative for outdoor runners. Drawn in a chalky, cave-art style, connections arise betwen the primitive style of the artwork and the primitive nature of running. Letters that rhythmically slant down and right develop a cadence of rhythm as one reads P-R-O-N-G.
Falling Apples - Logo
Falling Apples - the client wanted a mark to brand himself as a writer/poet. His last name is 'Appletree,' and he wanted the symbol to be an apple on a branch. Further, the request was to use a Chinese calligraphic style for the mark. I brought out the rice paper, calligraphy brush and ink to explore various apple-esque forms based on a Chinese character. We ended up straying away from these ideas, but the above image was a nice digital hybrid of some of the brush work that I did.
Purple Lining - Logo
The client was looking for a logo to go on packaging products. I had little wiggle room for diversity of ideas on this project, as the client came in with a pretty focused idea of what she wanted. She wanted flowers, and a badge style mark. Through the design process, I discovered that my idea of a lot of flowers and hers differed. So, I made more flowers. I knew the success of the logo was going to lie in an organic composition of the elements - the badge and title were plain and symmetrical, and the flowers themselves are symmetrical. But, the arrangement of flowers in front of and behind the badge, as well as the left and right, and top and bottom arrangement gave an asymmetrical, but balanced and unique design.
DIG Insights - Business Card
DIG Insights had just had their business card redesigned. One of members, however, didn't think the new card would set them apart from their competition. So, in a rogue fashion, he hired me to conceptualize a new business card that would set their business apart as “very different.” The previous card was accused of having a foot in two camps - conservative and cool. The new design should only be cool. As a solution, I merged the company name/logo (DIG) and a slogan I found on their homepage ("Beyond the obvious") to create a mission statement on Side A which emphasizes the business name, “DIG Beyond the Obvious.” Side B uses bold, black typeface to display only the basics - employee name, phone number and email. In this modern business world, it is common knowledge that a company web address can be inferred from the email domain, and a physical address is non-essential for a business card. Just the essentials - large and legible.
Aprati is a candy company. They wanted a logo that was very simple, citing that "a simpler logo is better than a complex one." The goal was to have something that works in one color or in two colors.