Interview With Luka Balic
Q:Where did the idea for this logo come from?
Jae Murphy is photographer from USA, California. She wanted professional, simple and clean logo with negative space effect. I sketched many versions trying to make her name in shape of photo camera or something related to photography. Then the idea of playing with shadows came to me and I knew that’s the winner. In logo mark you can see letters J, M, photo camera and tripod in negative space.
Q:What application did you use to design this logo? E.g., Illustrator.
After sketching phase, I scaned the choosen sketch and started designing in Adobe Illustrator CS5.
Q:What was your design process for this logo? I.e., Did you start out with pen and paper then move to the computer?
After reading the brief carefuly more than once I did the research. After that I started brainstorming ideas and sketching from rough ideas at first to more precisely drawings. When I was happy with the ideas I came up with, I started to work on a computer.
Q:What font(s) were used in the logo?
I was looking for a simple font with character that has letters J and M similar to those in negative space.
Q:How did you choose the color scheme for the logo?
Client wanted black or gray logo, and it was best that it’s black since the mark consists of shadows only.
Q:Do you have any sketches of the logo in the early stages?
On 2nd photo is the idea of word “JaeM” forming the shape of hand capturing the shooting scene.
On 3rd photo you can se variations of name “Jae Murphy” being written in shape of hand holding the photo camera whit one finger holding up, preparing to take a shot.
The last image shows the choosen logo concept.
Q:How long did it take to complete the logo?
Around two weeks.
Q:What do you feel was your biggest challenge in designing the logo?
Creating negative space logo would be a challenge even without placing initials in it. Since in this logo only shadows are wisible it took time to make everything appear real as in 3D.
Q:Now that the logo is finished, is there anything you would change about it?
The client and I are very happy with the result. I wouldn’t change anything.