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Squared EyeFeatured Logo

Squared Eye

Interview With Greg Ash

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

Squared Eye believes in the philosophy that a sum is not greater than its parts. As we thought about this we came across the baleen whale, one of the largest creatures in the sea, that survives by eating thousands of the smallest creature, krill.

Q:What application did you use to design this logo? E.g., Illustrator.

Illustrator is the most versatile.

Q:What was your design process for this logo? I.e., Did you start out with pen and paper then move to the computer?

We start with lots of questions, interviewing both stakeholders and clients. We do a lot of competitive analysis. We establish a brand strategy and concept, in this case it was all about the details. Then I start to sketch on paper, moving through concepts more quickly. Once I feel good about the concepts, I move to the computer.

Q:What font(s) were used in the logo?

Archer Family.

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

In this case it was pretty natural. We took photographs of textured materials to serve as customizable and tactile skins for the whale. You can see more here http://www.designedbyable.com/squaredeye.php)

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

2-3 weeks

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

Creating a whale that was friendly, but not too childish.

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

There are always things to be changed. :)

More Designs From Greg Ash

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