A case study of a recent logo design commission for a swing band.

Goals

To create a logo in the form of a monogram incorporating an early 1920s aesthetic, and to embody a classy and professional style; at the same time to be simple enough to undergo any scaling necessary and unique enough to be easily recognisable.

To create script lettering to surround the monogram and for the two pieces to function together and independently of each other in white on black and black on white contexts.

Direction & Style

I started out with exploring as many Art Deco and non Art Deco ideas for the monogram as possible, to discover ways in which the letter forms interact with each other in different styles. From there, I could begin to apply what I had found to create a custom style that satisfied the criteria while remaining unique to the project.

To better steer the project, I researched examples of logotypes, typography and monogram/cypher usage in the 1920s-40s, as well as the principles behind the Art Deco movement. The geometrical influence that guided the movement, particularly in its expression through typography was something I incorporated into the design while still retaining forms that are quickly and easily recognisable in the context of modern typographic principles. A modern audience will perceive the Art Deco aesthetic but will not be distracted by any jarring elements, creating an effective use of the logo while still conveying what was originally intentioned.

Revisions and Refinements

After vectorization, the last part of the process is to make numerous revisions and refinements to both the monogram and the script text to make sure they they are not only the most fitting in terms of style, but also scalability, simplicity and legibility for a contemporary audience. During this process I ensured that the monogram functions well in different contexts including the possibility of use for social media branding.

Versatility of the design elements

The two elements of the piece were designed not only to be used independently of each other, but also to be able to interact with each other in a variety of ways. Below are a few examples of how the elements can be used in conjunction with each other in a variety of contexts.

CD Case Layout Examples
          

Uniqueness & Memorability

One of the most important aspects of a monogram for these purposes is a clean and simple design. This piece is designed to be memorable and individual, while still staying true to an authentic aesthetic and classy, clear cut style.