This evening I spent some time with Alex developing the logo mark to start the development of his printed and web - based media, and helping to establish a visual response to his brand identity.
Having had the opportunity to work with Alex, and develop a strong working relationship in the past, I had the great advantage of understanding his design practice and way of working, which was demonstrated again this evening. Working within the design industry himself, Alex has a really strong eye for design, and a clear passion and confidence within his practice. Knowing this, I felt it would be most appropriate to work together closely on design development, Alex very much taking the role of Art Direction with skills - based and technical advice on my part, particularly in regards to the anatomy of type and other key specifications (particularly informing him about various print methods [and how this may affect brand application and visual communication] and web - safe online fonts, and how he should consider this in his overall branding).
From earlier discussions and a basis of Design Context, we started to explore potential typefaces Alex felt represented his practice well, eventually deciding that we should use Didiot. Breaking from the mould of more typically contemporary, san serif typefaces, Alex felt sure he wanted something bold and confident in a simple, minimalistic, yet professional type - lead design, reflecting his own attitude and ambitions for the industry.
Throughout the evening we experimented with his 'A W' initials, developed from his existing brand logo (as shown in my Design Context posts), and decided to play on the repetitive 'A' of 'Alex', 'Architectural' and 'Assistant' with three 'A's with removed crossbars, the two, when placed together, looking like a 'W' for a subtle yet considered outcome that will translate effectively and simply over both web and print - based designs.
For his proposed business card, we have also combined the Didiot logo with Georgia, as we felt the font's weight was a lot more readable, and would also tie in to it's use as a web safe font (to be used throughout his Cargo website / portfolio we hope to develop in following weeks).
Really happy with the progress made this evening, I will go on to explore and experiment with the logo application over a variety of stocks and formats, hopefully coming together in a few days for more feedback and developments.
This evening we also applied for Alex to have a Cargo Collective account, which, hopefully, in a few days, will be active, and we can then go on to purchase a domain name and build Alex's professional design profile online.
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