Week 7: Logo Development

This week, in addition to taking photographs while looking up, I decided to head to the pier and take some photographs of cyan while looking down at the water. Although the Hudson is certainly  not a beautiful cyan-colored tropical body of water, it still reflects the color of the sky in a more subtle way. In the water, there are many lovely shades of green that are also visible.

For my logo design, I wanted to reflect the experience of looking up at the sky and looking down at the water. In both of these environments, I continue to observe many instances of vertical and horizontal grid-like configurations. I created some sketches, on-site, to reflect this observation. I also create a collage on the computer to isolate details of certain images that support this concept.

For my logo, I began with a more graphic-looking design that suggested the image of a building and a pier/dock. However, this design appeared too sterile and architectural. My photos have really been about the combination of structured, architectural elements and organic, curvilinear and natural elements. I wanted the logo to reflect this synthesis. So I created a graphic stencil, and then used oil pastels and acrylic painted to fill it in. I think the combination truly represents my concept.

I decided to use the logo on the left because it worked more successfully when reduced to a smaller size. Using my neutral color palettes as inspiration, I create some color options for this design.

And I named the colors to correlate with the urban landscape.

 

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