Like a good girl, I finished up my homework from The Art of Branding Part One and assembled a long list of adjectives from friends and family and compared it with my own list (practical, fast/efficient, easy-going) while thinking about how these might relate to a logo.
- “Creative” was the most popular one on the list. After some confused introspection, I concluded internally that perhaps “creative” was one way of describing “quality,” in that these people thought that I did “good stuff.” Quality brought to mind some additional words and symbols — a gold star, shiny, bright (which happened to be another adjective on the list).
- “Easy-going,” “good-natured,” and “silly” made me think about my standard smiley-face avatar and general enjoyment of quick little cartoony drawings. My little cartoons are casual, like me (i.e., I never want to work somewhere where high heels and skirts are required), and I draw them with the intent of putting a smile on someone’s face (including my own). More symbols and words — smiley face, cartoon/illustration, simple lines, light.
- “Practical,” “non-frivolous,” “genuine,” and “efficient” are pretty accurate ways to describe me (at least, I usually try to be efficient even though sometimes I am not!). With this in mind, I want my logo to be clean and uncluttered; more simple than complex.
Moving on to part two, I tried to think of animals, companies, slogans, tv shows, movies, etc. that I liked or that I thought were like me, jotting down adjectives as I did so. Here is a sampling:
- Dog – loyal.
- Cat – lazy (efficient?).
- Bee – busy.
- 37signals – practical, clean.
- Amazon – cheap/inexpensive, convenient.
- Common Grounds [a local coffee shop with the most comfortable chairs and couches I have ever sat on] – friendly, comfortable.
- While You Were Sleeping – casual, funny, friendly
- Pride and Prejudice (2005)- beautiful, funny, clever
- Extreme Makeover Home Edition – doing good, creative
Unfortunately I couldn’t think of any favorite slogans. In fact, I couldn’t even think of slogans other than “Just do it” and “Pork. The other white meat.”
Time to somehow pull this together into some logo sketches…
I started with my standard simple self-portrait, just to inspire myself, then started scribbling various combinations of “CH” and “corrie.”
Not feeling especially inspired, self-portrait not withstanding, I tried flipping a “c” sideways. That made me think of a smiley-face. I tried putting a smile inside of my name, then inside different icons, then combining icons with my name. The idea of “light” started coming out — bright (flame, star, light bulb), quality (gold star), creative (good ideas = light bulb).
This reminds me of a joke/picture riddle. What word would you use to describe this picture? (Answer at the end of the post.)
Kind of liking the light bulb thing. Tried a few more sketches, trying to get the shape of a “C” with the lightbulb.
Finally, moved into Illustrator to try out some of the concepts. Came up with another one with a face inside of a “c.”
Thoughts and questions that I have:
- Star icon is too Carl’s Jr.-ish.
- Eyes or no eyes? Without the eyes, it makes me chuckle (because of the joke/picture riddle). But maybe that could have a negative meaning, like I’m blind or don’t have vision?
- I’m liking the smiley face ideas. While I like the bottom left C/light bulb combo, smiley faces seem more “me.”
- Or is the bottom C/light bulb a stronger idea?
- Are smiley faces too unprofessional and casual?
- Don’t like any of the ones on the bottom right with shapes over the “i.” Reminds me too much of junior high when popular girls put hearts and stars over every “i.”
I also spent some time looking at different fonts. The sketches above use Century Gothic. I like the spacing of Avenir but I should probably wait to purchase it until I figure out which concept, if any, to go with!
Okay, smart designer people — comments? advice? things that I should be thinking about? Please remember that I have no official or professional marketing, branding, logo design, or typography training, so even something that seems obvious to you could be new to me!
Goodness gracious, I nearly forgot to put the answer to the joke/picture riddle.