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Alchemic

Posted on 10/10/11
Designer: Josh Hayes
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Interview With Josh Hayes

Q:Where did the idea for this logo come from?

The concept is based on the age-old alchemic practice of attempting to artificially mass produce gold by way of fusion/synthesis with other elements. Since gold has only one stable isotope (the element Au) a massive chemical reaction would need to occur to generate this isotope.

There is only x3 active protons difference between Lead & Gold. They’re ‘chemically’ different…reaction to solvents, melting temp, etc…but, if you were to extract those x3 protons from lead theoretically, you would have gold.

Q:What application did you use to design this logo? E.g., Illustrator.

Adobe Illustrator.

Q:What was your design process for this logo? I.e., Did you start out with pen and paper then move to the computer?

I did quite a bit of sketching on this, mostly on the flame – or specifically, how detailed/minimal is would be. The mortar & pestle shapes were lock in pretty quickly.

Q:What font(s) were used in the logo?

The headline is Monteverdi Small Caps by Fountain Type, the tagline is Proxima Nova Semi Bold by Simonson Studio.

Q:How did you choose the color scheme for the logo?

The colour scheme was an easy choice, charcoal grey for the mortar & orange for the flame. I tried a number of shades of orange before deciding on this one…I didn’t want it to be too vibrant against the grey.

Q:Do you have any sketches of the logo in the early stages?

The shape of the flame changed a little in the vector, but this was the final sketch. In all the mortar & pestle logos I studied, 9 out of 10 had the pestle leaning to the right, so I choose to lean it to the left – for that slight amount of extra punch.