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Dark AlleyFeatured Logo

Dark Alley

Interview With Jeff Hughes

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

Ya gotta love life. I was having a terrible time trying to execute and idea I had been working on all day. I was frustrated and tired. So, I do what I normally do. I opened a blank doc and visited a place in my head that I simply don’t have the words to describe. It’s a safe, calm and peaceful area. The door however is not always open. This time it was and I immediately saw the word “Alley” and new where it would lead me. The double l’s were whispering to me. I knew exactly what to do.

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

I use Adobe Illustrator CS4 exclusively.

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

See Question #1 above.

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

A favorite of mine…Placard Condensed.

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

I have always been drawn to shades of blue. Not just any blue. The kind of blue that makes my heart skip because of the character it holds and the emotional roller coaster I end up riding. I know the color is right when it takes my hand and leads me away to show me where it came from.

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

My beginning to finish this particular design took me 30 minutes. Light-speed compared to the hours I spend on 99% of my marks.

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

This was a pleasure. A rare case where it simply came to me. If I had to pick something though, It would probably be the issue of balance. If you notice the A, E & Y are slightly larger in height than the word DARK but I kept them aligned at the bottom. On the surface this seems of little matter. However, I believe it makes all the difference in the perception and correct weighting visually. If no one notices, then I always know I made a good decision. It’s the little things that make for great design.

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

I wouldn’t change anything. I don’t go there. Once a design is complete I don’t second guess myself. It ended up the way it did for a reason. At some point I was satisfied.

It’s a simple design on the surface. Yet, how often do we find complexity as the usual suspect that made “simple” possible?

More Designs From Jeff Hughes

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