I will admit that I am a diehard Apple fan just because it was the first device I have received and continue to enjoy, but Google’s announcement of their new UI called Material Design really had my natural instinct for flat aesthetics go through the roof. Between their truly flat design and seamless animations, it really made me wish I could get my hands on one of their devices which unfortunately cannot happen because of my one phone line and incoming iPhone 6 Plus. Didn’t want to go into too much detail about it but just wanted to mention how downright beautiful that UI looks. Make sure you go check out their announcement video on Youtube if you get a chance, it won’t disappoint.
Why The New Logo?
Well it’s quite simple, my old logo just wasn’t versatile. Sure I loved the imagery and mystery behind the quirkiness of the 3 arrows, but it just did’t work well in too many situations.
Printing the logo was a pain, way too many small crevices for ink to bleed and blur the logo. It didn’t feel bold enough either. Too thin equals weak in my mind, it also had nothing to do with my studio name, CortesArts.
What’s the Story of the New Logo?
Believe it or not, it took me 4 weeks to finalize my new logo. Between choosing the imagery direction and deciding whether to keep a symbol or go more towards my studio name and choosing the perfect color combination, I had a lot to think over and did not plan on rushing anything as I want a logo I can stick with for at least a few years. Changing logos every 6 months is confusing to consumers and they do not get to build a well enough relationship with the logo to be able to recognize it easily.
When choosing which colors to use, I was torn between going completely grayscale or having a color or two. I usually do not like using color in logo design because it creates an already acquired feel to the logo. I ultimately decided to include an accent color to be able to have more to work with when it comes to print or business designs.
Although I did include a color outside of greyscale, I did not want the accent color to be too bold or overpowering from the simplicity I like to keep relevant with my brand so I went searching for the perfect neutral accent color. I loved red or blue as an accent color but I could not find a value of those colors that I think worked. Also, most businesses go for blue or red from my personal experience.
I then tried a gold color from a design project I am currently working on and saw that it worked pretty well, but still was not perfect. I must have gone through about 75 shades of gold until I found one that I fell in love with. It worked so exquisitely with the other colors I had chosen and wasn’t too overbearing or bold, I had found my perfect neutral accent color. Now on to the imagery choice.
As I mentioned previously, I was very torn between using a symbol or something that related more closely to my studio name, CortesArts. At first I was set on creating a unique symbol of an animal or something having to do with design. I spent a few days trying to think of what would best represent my brand and my thoughts always led back to the same thing: simplicity.
When I think of my brand, a few words that come to my mind are simple, clean, efficient, intelligent, bold, just to name a few. Those words amongst others are what I wanted my logo to bring to mind when people saw it. To me, a symbol could only meet all these expectations if I took years working on one symbol, and I just didn’t have the time for that (as I am quite an impatient person).
So, I went for something that related to my name and that could portray the words mentioned previously. I wanted to have symmetry and balance as some key elements as well so I kept it simple and started with a circle. I played with many variations of a circle and eventually came to a sideways “C” (as seen in the bigger circle of my logo). I then tried adding different types of “A’s” but everything seemed angular and contrasting with the smooth circle of the “C”.
I decided to strip the letter A down to its bare elements, 3 lines. Lines just wouldn’t do it for me, I needed the A to have curves. I tried different layouts of curves but ultimately came back to a circle.
The outer circle represents a C and the inner circle represents an A, which creates a CA monogram, for CortesArts.
Hopefully this gave you a bit of an insight on a few of the process points in my new logo, if it did, let me know how this helped you or what you think of my design choice through my email
Thanks for reading,
Dennis D. Cortes