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Interview With Angela Ferraro-Fanning

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

My client wanted a logo that was strong, professional, clean and slightly playful. After a lot of thought, sketching and revising, this is one of the final looks I came up with (which is the actual logo today). My love for retro design is seen in the font choices and bold illustration. The script font also offers a touch of femininity without feeling too girly.

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?

This particular logo employs Lounge and Mrs. Blackfort.

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

Even before I started working on logo designs, I knew the client really liked orange, eggplant and a subdued version of lime green. Knowing how passionate she was about these colors made it easy for me to incorporate them into the design.

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

About 5 business days.

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

“Playfully professional” is a hard look to conquer. There’s a delicate balance that must take place in order for the piece to work. But I think it turned out here!

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

Actually, I don’t think so. This was my first logo concept for the client that I really felt passionately about. It turns out, the client could pick up on that as well I think, which it made it more successful to them. I like it and I like that my client likes it too.

More Designs From Angela Ferraro-Fanning

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