I have a confession to make. It’s something I’ve been thinking about for a long time, and I’ve always felt like something was missing at the studio because of it… Here it is: we haven’t had a real logo here at the studio for nearly 4 years. There, I said it. And while that’s probably breaking every rule in the ‘Small Business 101′ Handbook… I’m actually pretty okay with it, because it gave us enough time to get it right. Let’s be honest, it’s a big decision to commit to. It’s like getting a tattoo; whatever you choose, it’s going to represent you and your business for a very, very long time. It needs to be something that you love! Your staff and your customers need to connect with it instantly. It has to be simple but still effective, and – no pressure – it needs to sum up everything you are in one image. Intense!
So… how do you decide on the right image? Or to put it another way; how do you sum up everything you are in one image? Well, like with most major decisions – I started by looking on Google. Yup – good ol’ Google. 50’s kitchens? Check! vintage sewing machines, classic tattoos, seafoam ballet slippers and Eames era everything were all on my ‘inspiration’ list.
But the real catalyst for me was when I saw the very awesome Brad Woodard’s art for the first time. He had the perfect combo of vintage and modern. His work was colourful, clean and quirky – but most importantly, his aesthetic matched the look I wanted for the studio. Despite having talked to some friends about doing it, illustrators can be reluctant to take on the job of logo design (see paragraph one for an idea why!), whereas Brad specialized in them. Finding someone who was comfortable designing logos and whose aesthetic matched mine made me feel confident about hiring Brad – it felt like a really good fit. Here’s some of his other work that convinced me he was the right person:
Brad did about 6 mock-ups (which we agreed on beforehand when we negotiated the price) in rough pencil for me before he started working on anything in colour. It’s important to get some rough images first so that your illustrator has an idea what direction you’d like to go in.
Once I’d gotten feedback from our staff, it was obvious which one most people liked. Number 1. was the most popular by far, which made the decision really easy. We did like the lettering in number 2. but we decided that it was too similar to a 50’s diner, whereas number 1. was a bit more versatile. Personally, I loved the flow of the thread coming out of the needle – and I loved how it looked a little bit like a ‘heart and dagger’ tattoo. The colour selection was obvious – peach and seafoam are our studio colours. And here it is:
Our logo! We finally have one, after 4 years. Isn’t it cute? Which logo option would you guys have chosen?