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Criterion GlobalFeatured Logo

Criterion Global

Interview With Pomade

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

Inspired by high-end fashion lines and “cutting-edge” design sensibilities the Criterion Global logo symbolizes a modern, elegant and sophisticated approach.

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

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?

Pen and paper sketches, selected variations rendered on the computer then refined into the final product.

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

Avenir.

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

White on black echoed the sophisticated edge we wanted the brand to represent.

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

While we ended up using a combination of these sketches I feel that each of them could have worked on their own. However, when melded together, the final product was much more impressive and felt more “complete”.

Q:How long did it take to complete the logo?

3 weeks of revisions and design presentations. About 5 separate presentations total.

Q:What do you feel was your biggest challenge in designing the logo?

Capturing a fashion aesthetic for a cutting-edge media buyer was not easy, integrating both the creative and conceptual elements was a hurdle.

Q:Now that the logo is finished, is there anything you would change about it?

Nope.

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