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Tudor & CompanyFeatured Logo

Tudor & Company

Interview With Claire Coullon

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

The goals of the logo were to convey a classic feel with a luxurious, elegant touch. As the design was to be primarily typographic, I sketched out various ways to convey this using just the words, looking at solutions that worked best with the particular company name. I decided to use the ampersand as the focal point, merging it into both words in order to reflect the idea of “bringing together” and networking that was also in the brief.

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

Illustrator CS3.

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 the initial sketches on paper, drawing serif letters and my own rough design for an ampersand which allowed for greater experimentation. Once the general concept was established, I moved on to the computer, looked for the right typeface and creating the final logo. I spent a lot of time tweaking the letters to make sure enough emphasis was placed on the right word and that the ampersand blended in nicely.

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

The font used is Mrs Eaves with a heavily modified ampersand and generally tweaked letters for a more uniform weight between the two words. The font choice also reinforces the combination of classic and new; Mrs Eaves is classified as a transitional typeface, a category notable for sharing features from both Old Style and Modern faces.

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

Choosing the right colours was an important part of this logo design. While the client wanted to stay away from grey/black only, the final colours had to look elegant, natural and light. This green/grey combination is inspired partly by colours in nature.

Q:Do you have any sketches of the logo in the early stages?

Sketches for another proposal, this one using the image of a horse directly blended into the text, allowing the name to be directly associated to its industry.

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

From initial sketches to final selection, it took just over 2 weeks. This concept was the one chosen right away, there were then quite a bit of revisions to get the details right.

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

The hardest part was getting the logo just right. Due to the particular letters used in ‘Tudor’, it looked a lot thinner than the bottom word so it had to be optically adjusted to look as important. Modifying the ampersand was also quite tricky, making it sure it looked enough like an ‘o’ in the top word and didn’t look forced.

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

Other than perhaps a slightly different colour on the top word, I’m quite happy with how it turned out.

More Designs From Claire Coullon

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