Interview With Marcio Duarte
Q:Where did the idea for this logo come from?
This is a logo for a language course for teenagers, specifically for an English course, then the idea of a speech bubble appeared as a great alternative to convey the idea of a course that speaks the language of your audience: web-like, irreverent.
Q:What application did you use to design this logo? E.g., Illustrator.
Adobe Illustrator, mainly. Sometimes Photoshop, to achieve more pixel control in the results (in the web version of the logo, for example).
Q:What was your design process for this logo? I.e., Did you start out with pen and paper then move to the computer?
Yes, I always start with some rough sketches in pen and paper, testing every possibility and concepts. I find it faster and more effective than jumping right into the computer; gives me more freedom. There’s always the risk in considering some alternative made on computer the right one just because it seems “finished” in execution, while the concept its not right yet. Concept is always king. Only when the concept matches the requirements of the logo, the software shows up in the process to allow further experiments with the final look of the logo.
Q:What font(s) were used in the logo?
Chalet NewYork Nineteen Seventy, from House Industries
Q:How did you choose the color scheme for the logo?
Because this is a redesign for the old logo of the company, the similarity with the old color scheme was a requirement of the project from the beginning. Its main product is a course in English, so the reference to the American flag was a necessity. However, the tone of the colors have changed a bit to bring more flexibility and character to the new identity.
Q:Do you have any sketches of the logo in the early stages?
Quite messy :) but I think this is just the way all the brains are used to do creative jobs.
Q:How long did it take to complete the logo?
2 weeks to find the right concept and 4 days for the final execution.
Q:What do you feel was your biggest challenge in designing the logo?
I think it was to convince the customer to use lowercase letters in twa. They feared a loss in recognition of the logo, but were convinced that, for their particular public, this wouldn’t be a problem.
Q:Now that the logo is finished, is there anything you would change about it?
Actually no, I think it matches perfectly the project goals and its a solution that fits very well in the client’s expectations.