COMD 4900 Internship
From last week’s work, I met with my advisor and was given feedback on the logos she liked. She requested for me to continue working and with the feedback, I knew what to improve on.
From the last past weekly meeting with my advisor, I knew I had to aim for the logo to give off a unique and excitement feeling. Something that isn’t like your typical classic fashion logo.
I first did research on Avante Garde logotypes because I needed to find odd and unique logotypes for reference. I used the references I found as inspiration when editing my logos so I could have a better understanding of the Avante Garde aesthetic. I gained an understanding of the mindset and perspective of Avante Garde logotypes. With the references I found there were a lot of correlations between each one, they all had a unique quality but all were fun and exciting. They all had a very organic aesthetic because they didn’t resemble or replicate any logos I saw prior.
I as well thought about the details behind the logo. Meaning I knew that this logo was meant to be for their spring collection. So I tried to edit the logos with that mindset so they were more warm and vibrant in detail. Spring is when it starts to get warm again and everyone is in a brighter mood because of it. So I tried to replicate that spring feeling into the logos.
https://www.behance.net/gallery/5438211/Avant-Garde-Logos
I cannot show or go into the exact details I did for each logo due to my NDA but in broad terms with the references, I edited each logo by making each letter unique. I did this in photoshop by using the shape and marker tool. As well as creating an outline to add a cleaner look once finished. I also made experimented with making 2 versions of some by making the second versions 3D like they are popping out at you. Each letter needed a lot more leading between each other because editing them caused them to become a lot wider.
All logos had no color, they were simply black and white. This made me gain a better sense of the positive and negative space to gain the perfect balance. Once finished or midway thru editing I would stop working on it and try to not think about it. I would do something else for a while and then come back to it and look at it from very far away to get honest genuine self-feedback on the logo. I would give myself some time so I don’t view them from the perspective of just creating it and thinking it’s amazing. Allowing time to pass let me gain the perspective of a critique, not a creator. I as well would look at the logos from afar, zooming very far out to see how legible and clean-looking they are as if it was in real life.
When knowing what the design is being used for prior to creating, you can start to understand the perspective of it in real life. This is crucial because when creating and editing graphic designs it will never look exactly how it looks than because you are zoomed in and are looking at it on a flat 2D screen.
