Interview With Luka Balic
Q:Where did the idea for this logo come from?
Selecore is company located in Finland, primarily focusing on importing new innovative products and secondary focus is in exporting items produced in Finland. Client wanted serious, modern and strong logo. He also mentioned that he loves when the logo has a hidden feature or message.
I was experimenting with arrows and letter S for a while, placing arrows in negative space to create “hidden feature” client mentioned. Some of those looked interesting and when I ran out of ideas with S, I took a break and decided to start over with a new approach without letter S.
After some thinking and sketching, an idea of a cross made of arrows came to me. The cross is connection to Finnish flag, and arrows to import/export. While sketching the cross with arrows pointing out I noticed that arrows pointing inside would fit nicely in negative space and in that moment I felt “that’s it!” click.
I really loved that idea because of it’s simplicity and clearly visible export and import arrows. Since Selecor’s primary focus is import, I wanted arrows pointing inside to be more obvious than those pointing outside. After some more sketching I came up with letter “S” made of import arrows, while export arrows and cross being in negative space. I was very happy once I made this version since I managed to incorporate all those elements in it while still keeping it simple and strong.
Q:What application did you use to design this logo? E.g., Illustrator.
Adobe Illustrator CS5 for logo design, and Photoshop CS5 for presentation.
Q:What was your design process for this logo? I.e., Did you start out with pen and paper then move to the computer?
First I send Design Questionnaire to client to make a good Brief which is very important step in every design project. Once I received it I did my research and started thinking, sketching, rethinking, more sketching, and starting over with new ideas.
After few days I had more than enough good ideas. I chose 3 best concepts and started designing them in Illustrator. While looking for the most appealing shapes and matching fonts I made a lot of different versions and once I was happy whit what I made, I sent proposals to client.
Q:What font(s) were used in the logo?
Featured Item – I really like this font, it looks very strong and It’s a great match with the mark in my opinion.
Q:How did you choose the color scheme for the logo?
Client wanted strong and modern look and black and white color scheme with a feel of steel.
Q:Do you have any sketches of the logo in the early stages?
Sketches show the cross with arrows I was talking about in the beginning, and the final sketch for existing mark.
Q:How long did it take to complete the logo?
It took me 2 weeks all together with other 2 proposals, and one more week for creating business card and looking for print studio which can make nice translucent plastic cards with all features that we wanted.
Q:What do you feel was your biggest challenge in designing the logo?
The biggest challenge was turning the cross with obvious export arrows into the mark with more obvious import arrows while keeping export ones still clearly visible in negative space and also adding letter “S” in all that without ruining the overall balance in it.
Q:Now that the logo is finished, is there anything you would change about it?
I wouldn’t change anything and client is also very happy with it.