Interview With Domenico Gaudioso
Q:Where did the idea for this logo come from?
I wanted to rationalise using a flower as the concept.
Hence, I brainstormed imagery that can be associated with the name of the business. In this case, a “scene” can depict a crowd of people focusing on a specific thing/event. I used this as a motif for the petals. Each petal represents a person; have them surround a central focus and you have a flower!
Q:What application did you use to design this logo? E.g., Illustrator.
Adobe Illustrator CS4.
Q:What was your design process for this logo? I.e., Did you start out with pen and paper then move to the computer?
It began with pen and paper. A multitude of sketches were produced that attempted to explore the person/petal relationship. I had to find the perfect shape of the person that would just as equally convey a petal as well.
Once the shape was right, the size had to considered. It was here I re-drew the imagery in illustrator. There had to be a perfect gap between each petal so as to maintain the visual readability of the motif (the person as a petal).
After size and shape were considered, it moved to colours.
Q:What font(s) were used in the logo?
Alexandria FLF from fontsquirrel.com.
Q:How did you choose the color scheme for the logo?
Green/Pink was the brands previous colours and it had to maintain this. The Brown represents the dirt from which the flower grows.
Q:How long did it take to complete the logo?
1 full week.
Q:What do you feel was your biggest challenge in designing the logo?
The colour scheme. Brown wasn’t a colour most people took a liking to.
Q:Now that the logo is finished, is there anything you would change about it?
A more thorough colour scheme.