{"id":98,"date":"2018-07-12T09:23:35","date_gmt":"2018-07-12T09:23:35","guid":{"rendered":"http:\/\/kategorrell.com\/?p=98"},"modified":"2022-07-06T09:45:27","modified_gmt":"2022-07-06T09:45:27","slug":"visual-impact-signs","status":"publish","type":"post","link":"http:\/\/kategorrell.com\/?p=98","title":{"rendered":"Visual Impact Signs"},"content":{"rendered":"\n

While working at Visual Impact Signs, I created an updated version of the current logo, which, when I presented it, was adopted as our new logo. I wanted a simpler, cleaner look that could be used across our business applications as well as to brand our in-house materials.<\/span><\/p>\n\n\n\n

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Elements

+ Logotype<\/p>\n<\/div>\n\n\n\n

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Programs

+ Illustrator<\/p>\n<\/div>\n\n\n\n

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The original logo was part blue and part green, accordingly, it had a finite amount of utilization on\/with which it would look appropriate. I designed this logo to work on top of any coloured background. Seen here on teal, my nod to the foregoing palette, it also works on top of photos, t-shirts and as stickers.<\/span><\/p>\n

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As a company named Visual Impact, I thought it important to imbue the logo with a sense of dynamism. I interwove the script with a contra-coloured bold sans serif to give the idea of multi-dimensionality and action. My original version was much less finessed than the final, and I used a gradient background to keep everyone happy with the colour system. I also needed to include Signs, without overwhelming the interplay happening above. Originally, I set it in the same font-family as “impact”, and kerned it wider. I also used a drop shadow to integrate the concept of three-dimensionality and distance. However, reviewing this logo for my portfolio, I went back and played with it further, and I am much happier with the results.<\/span><\/p>\n

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For me, refining is a Zen experiment. My goal is always to have only the elements that absolutely must be there to convey the sense of the concept. I was happy to remove the gradient, but even happier when I could dispense with the drop shadow, due to a more contemplative interplay of letters. There is more inherent drama in the final version, without a need for drop shadow, and the arching script is much more considered, giving a cohesive look to the entire block of text. I reconceptualized how I was going to integrate “signs”, setting it in a narrow sans-serif slightly apart from the upper bloc. To keep it from visually drifting I included a horizontal line through the top. It also cognates the visual idea of a swing sign on a bar.<\/span><\/p>","protected":false},"excerpt":{"rendered":"

While working at Visual Impact Signs, I created an updated version of the current logo, which, when I presented it, was adopted as our new logo. I wanted…<\/p>\n","protected":false},"author":1,"featured_media":257,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22],"tags":[],"class_list":["post-98","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding-identity"],"_links":{"self":[{"href":"http:\/\/kategorrell.com\/index.php?rest_route=\/wp\/v2\/posts\/98","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/kategorrell.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/kategorrell.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/kategorrell.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/kategorrell.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=98"}],"version-history":[{"count":4,"href":"http:\/\/kategorrell.com\/index.php?rest_route=\/wp\/v2\/posts\/98\/revisions"}],"predecessor-version":[{"id":678,"href":"http:\/\/kategorrell.com\/index.php?rest_route=\/wp\/v2\/posts\/98\/revisions\/678"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/kategorrell.com\/index.php?rest_route=\/wp\/v2\/media\/257"}],"wp:attachment":[{"href":"http:\/\/kategorrell.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=98"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/kategorrell.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=98"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/kategorrell.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=98"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}