Interview With David Pache
Q:Where did the idea for this logo come from?
The African symbol is called a chiwara (or Chi Wara, or ciwara, depending on who you ask). It’s a Malian symbol representing agricultural fertility. Inspiration for this was an African statue and the work of Giacometti.
Q:What application did you use to design this logo? E.g., Illustrator.
You will never see me without my notepad as I often have ideas and inspiration everywhere I go therefore it is essential to jot it down to remember the idea. Also, I complete all of my designs using Adobe Illustrator to give a professional finish therefore this is an essential part of my design process.
Q:What was your design process for this logo? I.e., Did you start out with pen and paper then move to the computer?
Some projects will start ideas flowing immediately due to a catchy name or a name which I can visualise in a design concept. That said, no matter what the project I always start with the basics. I sketch by hand in my notebook. Once I have completed the initial brainstorming, I select a few ideas to present simply to the client for feedback. This process is repeated until they are happy with the direction. At this stage, I plot my design on a dot grid book to get the best proportions and this is then scanned into the computer for transfer to my design software. The process is really then honing my initial ideas to fit in with the client’s expectations, changing colours, fonts and positioning to get the right solution for them.
Q:What font(s) were used in the logo?
Adobe Caslon Pro
Q:How did you choose the color scheme for the logo?
I looked at many native photos from Africa and noticed that the colours were typical of the region therefore decided it would add strength to the logo to use a widely recognized palette.
Q:How long did it take to complete the logo?
My usual process takes around 2-3 weeks, dependent on client feedback. This particular logo took just 2weeks to complete however.
Q:What do you feel was your biggest challenge in designing the logo?
As the business is based on selling African antique sculptures, the owner wanted me to achieve a logo which was almost timeless and I think I managed to achieve that.
Q:Now that the logo is finished, is there anything you would change about it?
Definitely not, AfricanTradition is the logo which gives me the greatest pride, as it was one of my first projects. It has proved its success by receiving multiple acknowledgments from the design community. It is a project which I am sentimental towards, as I feel it was the turning point of my career which evolved my work to the professional level which I was initially aiming for.
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