No brand is complete or able to be recognised in an instant without one of these. A graphic or mark – Your logo.
It’s now about time that I started finalising my own for the collections I’m working on. It was not an easy process as some may think it is. Yes, you can bang one out in a couple of moments… but don’t expect it to stick, or even work with what you’re doing. I’ve been interested in branding and elements of typography ever since I can remember. Learning the real do’s and don’ts when I was working in an ad agency in Amsterdam after I graduated.
This is how I did it, not to say it’s the way by any means.
Firstly, establish what you’re doing as a brand. Where you want to sit and who you’re targeting. The design needs to somehow incorporate these elements as it’ll be these people that see it.
Look around, see what grabs your attention and what you think works visually. I started by working out the sort of shape I wanted and looked into something that related to the products I would be making. After some consideration, I felt a circle or a play on something like this would work, which in turn linked to a button. Obvious as this may be, there is reason to it as I intend that this said ‘button’ will show itself throughout the collection. The imagery below were key references to establishing the foundations of the overall final design of my logo.
In the perimeters of this shape I aimed to fit the initials of the brand name S F (Scott Fraser – There it is… it’s christened). Taking certain elements from the graphics above, such as the angular cut-away lines, different levels and splitting the logo into segments was something I liked and chose to adopt in some way or another.
That’s what I think is important in this process, especially if you’re creating a personal collection. It’s a personal mark, that will be framed inside the clothes or whatever you produce, so let it be something that you like not what you think people will want to see and I’m sure some graphic designer will understand this dilemma.
Modernism is a subject that I’m greatly interested and find myself constantly drawn to shapes and lines worked together like this (below) in design and clothing in particular. Maybe its the slight OCD or the idea of order in certain things I have. I don’t know. Much of what I design has a framework that sits in conjunction with the other elements around it. On a jacket, the pocket flap will come in line with the inner edge of the breast pocket line, which will also match up to the middle button hole when drawing a 45 degree angle off it, which leads to the opposite pocket flap. Maybe I’ve gone to far…
The point I’m making, is that it’s about construction and the marriage of different angles and shapes in design that I think help it to work. Agree with this or not, it’s what I feel and therefore is the reason behind my chosen design.
It may sound like there’s a lot to consider but well… a few years down the line you might have to change it and well you don’t want to be doing that – especially if your a small label starting up. The key is about keeping it stylish looking, timeless and most of all simple.
After that I guess I better show you mine. I’m off to get a metal dye press stamp made tomorrow that I’ll be using on the duffle bags I’m having made in the next couple of weeks.