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Interview With Greg Ash

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

In thinking about how to visualize strategy, we ran across the old fable about the Crow and the Pitcher. The premise goes like this, there is a Crow who is thirsty. The Crow cleverly devises a strategy to get water from a half empty pitcher by displacing the water with stones until he can reach it. The idea stuck.

We did some more research on Crows, and realized they are amazingly intelligent. The metaphor seemed perfect.

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

Photoshop & Illustrator.

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

Absolutely. Well started with an idea, and then to hand sketches. Although the original sketches look nothing like the final product.

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

Good old Garag Gothic.

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

With some help from the Client we landed on purple. With the Crow’s dark color being pretty essential we couldn’t drift far.

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

One of the realizations came when we realized that the power of the fable was the “devising” of the Crow, not necessarily in the story itself. Starting to think like a crow, helped us develop a more accurate and interesting Crow like character. We also ended up developing an alternate version of the logo more similar to this sketch.

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

Hmm… two months or so.

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

Understanding the weight of the concept. As explained above, we tried a few different avenues with this but none were clicking, and then it happened. Some things take time.

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


More Designs From Greg Ash

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