Monday, April 27, 2009

Elemental Food, tweaked logo designs

The client and I were excited about going ahead with this direction, but there were still niggling questions about where exactly the lettering should sit inside the skillet, whether or not the script f should cross the border of the skillet or not, and also how the full name should nestle under the handle of the skillet. 

So after experimenting with a number of minor variations, I concluded that yes, the f crossing the border was a nice way of adding some dynamism and unexpected visual interest, as well as increasing legibility at smaller sizes. (The frustrating thing was that there wasn't much wiggle room to scale the EF, because then either they weren't centered in the skillet, or the F protruded too much and wasn't recognizable enough). 

The final choice though that I presented to the client though was regarding the related issues of the text overlap and skillet handle angle; I liked the jauntier 45-degree angle, but on the other hand thought the text overlap was better with the 15-degree angle, and we ended up going with that one. So next up, business card layouts!

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