I met with Chris and I had sent him a couple of different drafts of the logos and
I just want to show a couple of different ones. Some of them I did not send but I just want to
show you the thought process behind some of these and if you're doing a logo for
someone on the other side of the world and you're meeting over Skype and you're
using a third-party web site, you know, to get the gig, or the client job. Then you're
probably going to need to email it to him obviously. Now if you're in person like
when I was at the advertising design firm,
it would just be printed out on nice pieces of paper, put on particle board, inkjet
printer, print it out and the logos would be presented in a client meeting in
person. If that's not possible or just for convenience, if you want to send him
the email, that's great as well. So what you want to to do. I'm going to go over these in a second
but first I want to tell you, go to File, New in Illustrator and then where it says
Number of Artboards, you want to put the number of logo drafts you're goin to send
them. And then you can choose the size of the paper here. I just have Letter and
then the spacing in between. So I just hit OK. And so I came up with something like this where we
have 123456. You could put Draft one or Logo Design one or whatever. The reason
we put numbers at the bottom,
these are just different artboards is because then if you're talking over
Skype with the person or even in person, and you don't have it handy or you're not
both looking at it in person, you can say well I really like Number five
but I like the color scheme of Number one. You know, it's a lot easier to
quickly refer to which draft you're talking about if you put numbers at the bottom.
Now you don't want to send them the Illustrator file if they don't have
Adobe Illustrator. What you want to do instead, and this is best practices anyway, is just go
to File, Save As and save it as a PDF as they will be able to open up a PDF, the Adobe
Reader is free to download as opposed to an Illustrator file which they need
Illustrator to open. So what will happen is that it will save it as a multi-page PDF
document. So it'll have all these and you can go through and look at all of them. Now these
logos here, what I did not like about this one over here is that I was going
for some kind of movement but it's not as obvious. It's also reminding me too
much of traditional brick-and-mortar
retail, not online retail. It's got the mouse there but it really just looks
like a price tag, right. It just doesn't really look digital to me. These over here I do
like some of the color even though he wanted it a little bit more darker blue, but
what I found was the name is just not large enough for this logo. W've got the
E and the F there for a monogram and I will be sending him some to possibly use in his
branding. But for his actual logo, I didn't go with this one. And so this this one over
here, I'm continuing with the box theme. It looks like a box because it's online
shipping, online retail. The problem is that it's kind of an empty box so I don't want any kind of
subliminal message there, subtext,
where you're not really getting anything for your money. It's an empty box, right.
You could interpret it as a, no you've taken the product out and you're
happy with it but it's not just, you know, a shipping company so I switched it up a
little bit. I turned the box on its side and then tried to make this arrow to
indicate motion. But again the name for Fuson Enterprises is just too small.
So then I tried this and I don't like this too much. I'm going for the digital but it's just too
much with the gradient and it's a little bit too simple too. I mean it's just
custom text made out of repeating blocks so I tried kind of a digital transistor
almost look here, but I don't think it worked as well. I went for a more
traditional box, hues here. Still four different hues, but four different shades
of it, but I just don't like the box thing. I used two of the sides and started to
think, well what if I'd had a little bit of negative space over here where it could
be a box on its side but it's more obviously, it's primarily an arrow
indicating motion, online shipping, online retail. I tried using part of the inside
of the O, just drawibng with the Pen tool and then combining it with the Pathfinder tool
to indicate maybe sales going up or something like that, but I don't think it
really fit the brand. It wasn't as relevant so I tried a couple of different
looks here and I finally got this here which I really like and this is the one
that we're going with.
So what I like about this and this was my thought process behind it. Well, we've got aligned
text there and then the arrow, point A to point B, online shipping, online retail.
I like the contrast between the two colors. It's more of a traditional cooler, blue there and
then a brighter orange that contrasts with it. And we have a slightly brighter
blue down here, two shades of it, but then I added these blocks in here.
One, it reminds you just kind of a digital, like a pixel, online screen, online shopping
but it's not pixelated obviously. It's just meaning that to get that theme in the mind of
the audience. But it's also shaped like an arrow as well so it could be kind of a
box on its side with products, you know, digital products here on the side.
Or it could be actually a building, right. So if you look at it in another way, it's the
top of a building, side of a building in windows. So I think it's simple enough
and it's distinct enough and I think it's relevant to the brand. This is my
favorite out of all of them as far as aesthetically pleasing even. So this is
the final one, so I'll be sending him file formats, various one's which we're actually going to go
over in the next lesson. What files do I actually show him after you've agreed upon
which ones you're going with. so we'll cover that in the next lesson. Thanks.