A refresh of the Design Sojourn Logo and Brand!
This has really been a long time coming, but I never really had the time to get down to doing it. Now at home and nursing the flu, I have decided to spend a little time putting the finishing touches on my new Design Sojourn logo and hence brand.
First, a few points on the intent of the original logo.
1) Design Sojourn is really about a journey, or a design journey to be exact. The logo’s handwritten font was envisage to reflect this journey. As we all know the creation of a design is never an easy process and filled with ups and downs. The roughness of the type was meant to signify this.
2) The old logo font was also tweaked to look like a left pointing arrow with a tail.
3) The tail was also mean to represent how at the end of our design journey we come to a single (hopefully right) solution or point.
With this in mind, I would like to now introduce to you the refresh of the Design Sojourn brand identity!
Here are some of my thoughts in how I came about developing this logo refresh. Do note, that I have been thinking of this refresh or almost a year since I got Charfish Charlie to help me out. Thanks again Charlie!
1) The original logo was created in Photoshop and I asked Charlie to help me transcribe the logo into a vector format.
2) As it was also meant to be a refresh, Charlie and I also looked into reversing the direction of the arrow (point to the right) but still keep to the idea of a tail that lead to a point.
3) Unfortunately I decided not to implement the end result of this exercise as I still was not sure really needed to get my mind what I wanted the new look to be.
4) I thank Charlie for his help, as I knew It would not be fair to keep Charlie on if I was undecided on what I wanted.
Many Revisions Later:
1) After saying goodbye to Charlie, I continued to experiment with different colors as well as the tilt and angle of the logo.
2) I even started from scratch by sketching out a number of different logo designs to explore. None, however, had the simplicity or impact of the original.
3) I knew I still wanted to go with a logo based on a font, as the Design Sojourn name is long and I can’t seem to figure out a symbol design that works. I even created a design that looked like an alien crop circle! Thus I started back where I was.
4) l was clear that the logo must still represent a journey and its bumps, but I realized that the tail was getting arbitrary.
5) Thus in today’s final articulation, when I removed the tail, it all seem to fall into place. This final incarnation is a lot tighter and cleaner than the original, though it still reflects the core character of the brand. However this refresh now has a much stronger directional feel of the journey going or getting somewhere. Much like the quote from Disney’s “Meet the Robinsons” : “Keep moving forward!”
This logo is still a work in progress, but before I do decide to implement this logo site wide and update all my banners, I would love to hear your feedback? I always believe that branding is a two way process, what the brand owner thinks it should be, and what his audience thinks it is. Ideally the two should be the same. So please do have you say by leaving a comment below?
Thank you very much for all your feedback! I have made the following revisions:
1) Reduced the size and width of “Design” and made it more balanced with “Sojourn”. It was not the intention to make either word more prominent. It is a combined journey in design. However it was hell adjusting the word sizing and still keep to that reducing arrow/funnel look. In the original revision the “Design” would naturally be a larger word if I wanted this arrow head idea to still work.
2) I agree with some of the feedback on the readability issues with “rn” and spent some time to tweek the letters. I made “r” more defined, and increased the width of “n”. Hope its better now.
3) I also took a look at the shearing (leaning) angle and after trying a bunch of different angles I still like this “forward” accelerating angle the best. It looks progressive.
In my opinion, the end result looks a lot more balanced, but still keeping to the new logo’s tightness. The new revision does look a little more considered, where as the original looks more aggressive. I’m still on the fence, but am leaning towards the revision. Would probably let it sit a little more as I will need a bit more time to get a feel of what represents me best. By the way, just ignore the color, I’m working on it right now.
I took a few more hours to tighten up the spacing of the letters. This is the sort of thing you never really notice, until someone with a practice eye brings it up! Thanks Kevin. Well the final logo is up top, so enjoy and let me know what you think!