Mmmm, logo.

Visual Message:

            In my design I’m hoping to portray a sense of individualism and creativity balanced with minimalism.  Renowned artist M.C. Escher, who is a longtime idol of mine, inspired the basis of my concept.  In using this reference, I am striving to create a certain tone of similarity between famous artists and myself.  I worked to simplify the original design, erasing and adjusting what had at first been highly detailed images of hands and pens.  This way the logo can be recognized and duplicated with relative ease.

Audience:

            This logo would be sent to and intended for companies that appreciate creativity and abstract concepts.  Specifically, I would hope to attract the attention of graphic arts firms and the like.

Design Strategy:

            As with the original M.C. Escher series, my logo is something of an optical illusion as it incorporates two hands that are in essence drawing themselves.  In addition to catching the eye and sticking with the audience, I’m hoping this idea relates an ambience of progressive thinking and right-brained individuality.  The style was intended to be modern, as related by the somewhat sharp, bold lines used to create the hands, pens, and sleeves.  As far as fonts are concerned, my first and primary goal was to continue with this theme of modernism…hence the use of Avenir for both my last name and my contact details.  However, in an effort to also incorporate contrast, I chose a simple yet elegant serif font for my first two initials (Berling).  Avenir is meant to be the primary typeface while Berling provides a sort of breath of fresh air, if you will.  I didn’t really change much between the three mediums; the only alteration was on the business card where I decided to make the background a very, very pale (15% transparency) of the green in the sleeves.  I did this because the card moreso than the envelope and letterhead seemed plain and uninteresting with a regular white background.

Style Sheet:

            Stationery Name: Berling, 30/36, tracking 0; Avenir, 24/28.8, tracking 0

            Stationery Address & Email: Berling, 14/16.8, tracking -10/-30

Business Card Name: Berling, 30/36, tracking 0; Avenir, 24/28.8, tracking 0

Business Card Information: Berling, 8/9.6, tracking 30/0

Sources & Influences:

            http://www.cs.nyu.edu/courses/fall03/V22.0002-003/Escher_hands_2.jpg

Extras:

            Originally I had intended to make the sleeves black, meaning that the only color in the logo would have been the peach color of the hands.  Then I used Illustrator to find a suitable complimentary color to the flesh tone.  It ended up giving me a light blue shade, but I adjusted it to a darker green because I think green is a more accurate identifier for my personality and the message I’m trying to portray.