Join Bill Gardner for an in-depth discussion in this video Handmade: A touch of humanity, part of Logo Design: Visual Effects.
Detail oriented logos have a way of capturing a consumer's literary side. Whether they are able to make out what they say or not. There's a certain value we assign to words that make them precious just because they're words, and not necessarily because of their literal meaning. Look at the mark for the Texas Kick'n BBQ. The handwritten letter makes a truly engaging background that draws the consumer to read it with a voyeuristic passion. What a perfect technique to try with the Bluebird Books mark.
In this instance, the store owner provided the designer with various quotes from famous authors that were incorporated into this variant of the logo. Sometimes, the ideal surface treatment is a highly rendered vector pattern. In this case, the pattern, again, is used to define the logo's shape. All of these, use a linear solution. But look at the diversity of possible applications used here. A record is literally described by lines reminiscent of the grooves in the 45.
The center of a cross radiates to create the imagery of a rising dove. The boundaries of this cloud are a stormy sky, built from diagonal lines that could just as easily be piercing raindrops in a thunderstorm. Consider the diversity of pattern, all crafted from monoline strokes. As opposed to the vector strokes we just discussed, a very personal aesthetic can be attached to logos with surface treatments built from a hand drawn pattern. There is tremendous diversity here, with everything from a scribbled heart to a meticulously crafted sewing machine with a diagonal tinseled fill.
Even the fire is obviously filled in by hand, with the occasional random voids, in the solid areas. The same stands true for the large black letter O, with a violet moon in the background. Note that the blackened portion of the O, also, has hand filled voids. That circle the center to demonstrate the rings of light around the moon. By showing the handcrafted nature of these, the client is able to show they have a greater appreciation of human effort. The obvious snub of technology for all these marks was done purposely.
- Exposing complexity with transparency
- Find synergy in numbers
- Creating the illusion of form
- Applying personality with patterns
- Creating a narrative with light and shadow
- Using optical illusion to intrigue