Archive for the ‘logo design’ Category

“the year in pictures” feature is now available for viewing. to receive a guided tour with anecdotes, please call (202) 494-4326 or email eric.s.townsend@gmail.com. i’d be happy to share a few stories as i outline my services offering.

just completed work on a new logo for sun & moon yoga studio. the company is a leader in its field — providing a stunning array of classes and workshops for children through seniors, entry level through advanced. sun & moon is led by founder amir tahami, with locations in arlington and fairfax va. he and his team have been outstanding to work with on this project. it was not an easy challenge, but the end product is certainly an upgrade and refreshing turn for the business (compare against previous logo). coming soon through the contract is a new website, brochure, merchandise, and more.

one talent that differentiates a design pro from an amateur is his/her typesetting savvy. below is a splash of logo drafts i’ve provided to sun and moon yoga studio (arlington/fairfax va). when art is presented in black ink only, the strengths and weaknesses of the forms rise to the surface. note the interplay of fonts and illustrative elements. be on the look out for desktop publishers who create “art” in non-designer programs (like anything microsoft, for example). all he or she is doing is typing with a system font. there’s no consideration for things like kerning (the space between letters), texture, balance between elements, etc. there is a general lack of sophistication.

not sure where this started, but why is it that the default thinking on design is that it’s strictly about the visuals? a design includes a plan. a design cannot influence action without copy delivering features, benefits, etc. a design cannot succeed where there is inconsistency in the overall branding platform, or marketing program, or sales execution. it’s an integrated and dynamic study that explores far more than colors, photography, illustrations, etc. don’t do yourself a disservice by looking at things with too limiting of a lens.