Interview With Angela Ferraro-Fanning
Q:Where did the idea for this logo come from?
Ambiance is an antique/gift store in La Crosse, Wisconsin. The owner also provides interior decorating/design services. When I was first asked to do the logo, I was unable to visit the store in person at the time, as I was working in Switzerland. However, the client had sent me numerous images of their inventory, store decor, etc. I noticed a running them in the store; while all the colors were unique and different, different patterns were very prominent everywhere. I wanted to bring patterns into all elements of the store’s design work. Therefore, I had in mind that I’d do the logo with one sort of pattern, the business card would employ another, the letterhead a third, etc. I chose to go with a floral pattern for this particular logo because the pattern was playful and feminine, but also elegant.
Q:What application did you use to design this logo? E.g., Illustrator.
I usually sketch and then transfer my ideas to Adobe Illustrator. The logo here is an example of this.
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 always start by talking to the client. I try my best to pick their brain about colors, looks they like, style, their target market, the company values/goals, the feel they want prospective clients to receive from their logo, etc. After all of my questions have been answered, I also ask the client to supply me with any materials that might help me to understand their business better. This could include business cards, brochures, paint swatches from their walls, employee photos, policy sheets, etc. All of these materials help me to get “into the client’s brain” and to learn more about the company. From there, I usually hit my sketch pad, but not or drawing. I think of a list of words that come to mind for each logo. For example, for the logo above, I thought of “playful,” “ink,” “bottle,” “pen,” etc. By making this list, I’m putting visuals with keywords that describe the company. This gets the wheels really turning and the images just start popping up. At this point, I actually start sketching. Refining ideas takes place on the computer, where it’s easy for me to experiment with fonts and colors.
Q:What font(s) were used in the logo?
A combination of Murray Hill and French Script.
Q:How did you choose the color scheme for the logo?
I noticed in the photos that the entryway of the store was painted in stripes of almost a lime green and black. I loved that green. I tried to replicate that here.
Q:Do you have any sketches of the logo in the early stages?
Just a few thumbnails that got my wheels turning and my word list. Also a few notes the I jotted down from one of the client’s emails.
Q:How long did it take to complete the logo?
About one week.
Q:What do you feel was your biggest challenge in designing the logo?
I think it was that I had never talked to the owner in person nor seen the store. There was a need to get going on the logo before I returned from Switzerland so I had to go off of emails and photos. Very challenging.
Q:Now that the logo is finished, is there anything you would change about it?
Actually I really like the logo. I love the floral elements and green is personally my favorite color. I feel good about the end result, even though the client didn’t choose this option, but another one I designed. Logo Lounge liked this logo as well… look for it in June 2009’s edition of Logo Lounge
More Designs From Angela Ferraro-Fanning
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