Interview With Michael Spitz
Q:Where did the idea for this logo come from?
Hot chocolate from the 1940’s.
Q:What application did you use to design this logo? E.g., Illustrator.
Adobe Illustrator CS4.
Q:What was your design process for this logo? I.e., Did you start out with pen and paper then move to the computer?
Most of the leg was done in Illustrator. The Blink ‘B’ was initially sketched on paper, but the remainder of the mark was worked out directly in vector.
Q:What font(s) were used in the logo?
The ‘Blink’ type is fully custom, while the ‘Chocolate’ bit is a slightly modified ‘Copperplate’.
Q:How did you choose the color scheme for the logo?
I drew a lot of inspiration from vintage European food advertising. I wanted the mark to appear warm and accessible.
Q:How long did it take to complete the logo?
About 2 1/2 weeks…
Q:What do you feel was your biggest challenge in designing the logo?
Getting the type to fit just right took a good deal of trial and error. Deciding on the secondary ‘Chocolate’ type was also a difficult decision.