Interview With Shelly Neill
Q:Where did the idea for this logo come from?
The client wanted a design that signaled a departure for the traditional event planning branding trends (pastel color palette, serif fonts). He wanted a modern and striking brand representation.
Q:What application did you use to design this logo? E.g., 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?
I started with rough pencil sketches. The original idea was to design a text treatment logo. Eventually, the client decided to go with a lockup in order to have more flexibility with brand evolution. I created an all black outline in Illustrator then introduced the color palette in swatches. After the client approved both, I applied color.
Q:What font(s) were used in the logo?
Dakota Handwriting (pen), Octin Vintage Free (point) and Avenir Next (events and business card contact info).
Q:How did you choose the color scheme for the logo?
The client chose his colors before the process began.
Q:How long did it take to complete the logo?
Q:What do you feel was your biggest challenge in designing the logo?
Deciding whether to be risky and use 3 different fonts in the design :) The client wanted to have the “point” in all caps and conveying a strong and striking visual. The concept was to use the abstract pen point as the ‘starting point’ for a seamless flow of energy from left to right.
Q:Now that the logo is finished, is there anything you would change about it?
Nothing. The client was very happy with the result and is gaining business from the brand presence and that is always the best return.