Interview With David Edwards
Q:Where did the idea for this logo come from?
Sadly there were no thunderbolts of creative insight on this one, rather a fortunate set of circumstances. The client’s name ‘Millstones’ refers to large circular carved rocks historically used in wind and water mills, typically for grinding down grains. The shape of these rocks transposes perfectly with the letter ‘o’ in the their name, but I added the base to make it’s inclusion seem more purposeful, and not just an anomaly in the chosen font.
Q:What application did you use to design this logo? E.g., Illustrator.
My 2D favourite – Adobe Photoshop CS3. The logo itself was achieved with vectors, simplicity reigning supreme.
Q:What was your design process for this logo? I.e., Did you start out with pen and paper then move to the computer?
When it comes to logos I always like to sketch the idea in pen and paper first, as it sometimes takes a while for the ideas to really come together. Given the simplicity of this concept however sketches really weren’t necessary. I knew I wanted to incorporate the millstone shape into the text itself, so after that it was just a case of finding a font which both fitted with, and complimented this shape.
Q:What font(s) were used in the logo?
Birch Std. It’s quite elegant but also retains a sense of formality. Professional, but approachable.
Q:How did you choose the color scheme for the logo?
The client specifically requested that the logo be kept black and white, and on reflection I don’t think it would really benefit from any colour usage.
Q:How long did it take to complete the logo?
Originally I left the text completely intact, adding the millstone and it’s base at the end to act as a fullstop, but this seemed a little lazy and I actually found it distracting to have another ‘O’ shape where it wasn’t necessary. So I played around with the font spacing, replaced the letter ‘O’ and the logo fit in perfectly. Overall it took approximately five minutes to complete.
Q:What do you feel was your biggest challenge in designing the logo?
Funnily enough – discipline. I’m usually terrible for constantly tweaking/adding to a design, I don’t always know when to stop and have been guilty of ‘improving’ work into a failure. With this I could have easily kept working on the design, trying new ideas and varying the style, but I forced myself to quit while I was ahead, and I think it worked out best in the long run.
Q:Now that the logo is finished, is there anything you would change about it?
In a way it’s strength is also it’s weakness. People who know what millstones are instantly respond to the design, understand what it means and appreciate the simplicity. On the other hand, to people who don’t know what millstones are it appears to be little more than an obscurely shaped ‘O’ which doesn’t really fit with the rest of the front. If I could go back I’d perhaps spend a little more time working out a way to make the logo more accessible to those unfamiliar with the source material, but overall I’m fairly happy with the result, and a smile on a clients face puts a smile on mine.
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