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Esperanza CenterFeatured Logo

Esperanza Center

Interview With David Howlett

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

This was one of those cases where I feel I truly had an epiphany. The idea for the Esperanza Center logo came to me almost immediately following our initial design brief with the client. It actually hit me on the way out to the car, and I remember scrambling for a piece of paper to quickly jot it down. I obsessed about it during the entire ride home, and by the time I made it back to the studio I had a pretty good idea of what I wanted.

Being as the Esperanza Center specializes in the interactions between horses and humans for therapeutic healing, I wanted to make that aspect very apparent in the design of the logo. My intent was for a Yin and Yang feel between a horse and a human… something I think the finished logo captures very well.

The purpose of this logo was to give the Esperanza Center a more credible and professional appearance. This in turn will help them in attracting the donations and volunteers the organization relies on.

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

I do all my logo designs in Adobe Illustrator because I believe that a good logo needs to be in vector format. The funny part is that when I first started designing I truly loathed Illustrator, but now I would hate to live without it.

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

Many refinements and revisions went into the design of this logo, the illustration really hit a nerve with people in the organization and there was a lot of interesting feedback and buzz during the design process.

I actually wrote a blog post detailing the design progression complete with the logo during it’s various stages, topped off with a simple animated illustration to show the progression as well. It can be found at Logo Progression – Local Non-Profit Gets a New Look

The logo was also recognized on Logo of the Day where I received some good input from other designers for making some final adjustments.

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

Adobe Garamond Pro with some adjusting and altering…

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

We wanted something calm and relaxing, but also wanted it to look established and credible. I think the Global Deep Sea Blue with Periwinkle accent accomplishes the goals very well, while giving it a professional and almost clinical feel.

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

This was the very first attempt, and I only used this as a quick example of the concept I has hoping to achieve. Although very abstract, this got the feel of the logo established, and provided solid footing for the rest of the design process.

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

I would say that 12 to 15 total hours went into the creation of the Esperanza Logo, including both major and minor revisions. The whole process took a few weeks and multiple client meetings before we settled on the finished version.

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

Getting the angles and proportions correct along with satisfying the needs of the many people involved in the design process. There were quite a few people to please, and many of them had strong emotional ties to the organization. This was a very challenging project!

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

At this point no, I still like it, the client loves it, it looks great on all their printed materials… and I have plenty of time wrapped up in this one already as it is!

More Designs From David Howlett

  • Dancing Heart
  • Core Group
  • Parris Racing Concepts
  • Tight Line Adventures

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