Interview With Josh Hayes
Q:Where did the idea for this logo come from?
Cardiologic was designed for a Dietition & Personal Trainer – It is mostly a exercise/recovery program for people with (or subseptable to) heart disease or related health problems. It is precisley designed to produce maximum results with minimal risk of injury or excesive strain.
The solution was in the name, it is all about being wise & learning about the right time to exercise and relaxation process, the timing & quantity of carbs, protein, fats, etc. It is all about showing the ‘brains’ of the program as it’s not about ‘getting ripped’ or ‘showing off abs’, it’s about learning to eat & exercise responsibly.
Q:What application did you use to design this logo? E.g., Illustrator.
The one & only 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?
There was a lot of brainstorming, sketching, decision trees & all that before it ever went digital.
The ‘AHA’ moment came about whilst playing with an old spirograph set, I was experimenting with the various settings & the raw shape just appeared, after that there was much refining before I used an elipse template & a thick marker, which was scanned in & traced out in Illustrator. The interlocking however, was completly developed digitally.
Q:What font(s) were used in the logo?
Gotham Light. For its obvious versitility & its open geometric forms match the ‘atom’ structure of the mark.
Q:How did you choose the color scheme for the logo?
The colour scheme was 90% client driven; the purple, grey, green & blue all represent different training regimes/conditions in the Cardiologic program – The PMS tones (which I had some input in) are actually more saturated in there corporate identity counterparts (exercise charts, etc). The Cardio Red, was pre-selected & a requirement of the brief.
Q:How long did it take to complete the logo?
This concept (there were 3 presented to the client) from early sketch through to final product was around 2 weeks. The first vector draft had interlocking on the base shapes, but the heart element was placed infront of everything else. It was quickly re-developed to have the intire atom interlock.
Q:What do you feel was your biggest challenge in designing the logo?
The hardest part was actually locking up the final mark for print – There was initially an issue with the spacings between the lines on the interlocks. For a time, they were continually being lost on small scale prints. Some tweeking with expanding shapes & overprinting eventually corrected the problem.
Q:Now that the logo is finished, is there anything you would change about it?
No, I’m completly happy with how the final turned out. Wouldn’t change it for the world.
More Designs From Josh Hayes
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