Taking Your Logo
All the Way
The good folks at Philippe Becker, in San Francisco, knew they were "almost there" when they sent me the Cadia logo, at top left. They asked me to give it a once-over, and make it as wonderful as possible.
Cadia is a company that produces high-quality, healthy foods, using honest, simple ingredients. So, I wanted to make the identity warmer. In my first study, I removed sharp points, added graceful curves, and tempered the disparity between the thick and thin strokes. I took particular care to integrate the swash crossbar of the first "A".
Then, as is my custom, I went on to explore options, the most obvious of which involves the swash of the "A". Though Philippe didn't use any of my alternative "A"s, if you look closely at "The Final", you'll see that he stayed with the my first study, but substituted the "I" from my second study. It's nice to have options, yes?
I thoroughly enjoy the art of refinement, or is that the refinement of art? Either way, give me a call the next time you want to get the most out of your design.
Aloha,
John
808 333-5048
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