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Logo Details



Interview With Jourdan Smith

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

Eve was the existing name for an upscale restaurant in Chicago’s gold coast. They initially had no logo, and lots of bad puns about “adam and eve”. I wanted to use visual cues that the majority of people are familiar with from the fable of adam and eve. For example the Snake, apple, and tree. Being a high end dinner spot I wanted something clean and understated.

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

Illustrator CS4, Photoshop CS4, and InDesign 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?

As with most of my work I begin with sheer notes. Keeping concept king, I scratch down as many words that I can that come to mind when thinking about the concept of “eve” in the context of “adam and eve”

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

Sadly they escape me now…My files are on my other mac…

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

I wanted something feminine so I chose a light tint of pink which felt very expected and obvious, alas right.
The vast white space was to conjure and support the feelings of innocence with eve, and the notion of fine dining. They gray was selected as a natural complimentary color to pink. And rather than black it was in the same vein of understated elegance as black would have been too loud in the over all layout.

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

One day.

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

My biggest challenge was to keep it clean and understated. As with many designers and art directors, one might have a handful of design elements that they like and want to use, but you need to step back and pull the reigns in on over designing.

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