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Interview With Soniya Rajwani

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

The symbol is inspired from the triangular shape—denoting a camp, shelter, protection, and mountains. The cool, soothing and organic colors imply modern outdoor activities—bringing together adventure along with the great outdoors and a feeling of comfort.

The main idea after initial sketching was to go with the multi-layer theme, to show the application of Coleman products in all sorts of outdoor activities.

The logo has to have a modern sans-serif typeface. The logo can be used in three ways where applicable—only the Coleman triangle symbol, only the Coleman wordmark, or the Coleman signature logo.

The new Coleman logo has been designed keeping in mind its practical applications, “logo wear-ability” like Northface and Underarmour and new brand values. The logo has to be easy to be embroidered on clothing, easy to be created into a patch, and easy to be decaled, debossed or embossed on other equipment.

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

Illustrator, Indesign.

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, sketching out logo ideas was mandatory. I have a process journal filled with pages and pages of initial ideas as well as refinements to the selected logo.

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

Reflex by Alejandro Paul (Typeworx Foundry, 2002)

The original typeface has taller than x-height ascenders, so it was tweaked. The letter “a” was also repalced with an inverted “e”.

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

The new Coleman logo has moved away from the red color, and the lantern icon, because now, Coleman is much more than just that. The colors represent the sky, the mountains and the lush landscape. The multi-layered logo implies the use of Coleman products for all kinds of activities—in the sky, mountains, land, and underwater.

After much speculation between several similar Pantone shades and proofing print outs, I chose Pantone 297, 7519 and 7491.

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

Taken from a spread from the brand guide book.

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

One semester, Fall 2009 for the 80-page brand guide book.

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

Choosing colors that dont overpower, as well as colors that print well on all paper stocks.

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

Probably the placement of the brand name to the right side.

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