I normally have a relatively set pattern for creating logos. It involves drawing a series of thumbnails showing many different possible solutions, from which we narrow down to elements (fonts, colors) we like and dislike as we discard weak ideas in favor of strong ideas and ultimately end up with a single solid design. This process of back and forth client collaboration can take weeks, and I normally charge between $1,500 and $2,500 for the job. (Sometimes more if the client wants to see more ideas.)

This past week, an existing long time client of mine opened up a retail outlet for his mostly wholesale stock of hardwood moldings. He needed something quick, and so I did the unthinkable. I used a PhotoShop layer effect for a logo. (This is the part where you hold the palms of your hands to your face and SCREAM nooooooo!) The whole process was extremely abbreviated and it felt rushed. The client liked it however, and with time, I might too.

I am not against PS layer effects. Its just that they are so over-used (and poorly used) that they become trite. The client had a particular idea in mind, (the three letters he could brand — as in burn — into wood.) and the process with easily solved using this layer effect and … and … well it just fit. So I did it.

I included two different designs based on the same idea, I skipped the burnt branded look in favor of a cleaner incised cut (the client creates a lot of custom “cut” moldings) and made sure that the logo had a two color, one color, 4 color and web solution. Four color layer effects are all well and fine but if I can’t embroider it on a shirt that what good is it?

I really liked the old-world feel of the script font. He said it was two “fancy” so we went with the block letter with the blade cut in it.

I try and teach my students to think outside of the box. In this way We are prepared to accecpt the unimagined or unexpected. This YouTube clip however, brings the idea of graphic design print mediums to a whole new level. Printing on and through water, using the material itself as “fluid” sheet of “paper”  that composes itself and then decomposes itself in a never ending circle of recycled media.

Just watch it … way to hard to explain.

YouTube

As I have said, its been a busy month. I got approval for this finished medallion sculpt yesterday. The scrap for this sculpt was awful, hard to tell what was what in the art. But I pushed through and nailed it anyway. I only have about 25 hours in this one, a large portion of that carving letter forms. I am still not exactly thrilled with the glasses, but the deadline was met and the client was happy and two out of three isn’t bad.

I wanted to wait until the show was over before publishing the Intermax graphics, and it is officially over; So here they are! We ended up using the graphics on a large 3 x 10 foot booth header, on 6 separate direct mail postcards (which they also handed out at the show,) A large poster, and web graphics. We are currently working on yard signs for conversion points, and some integrated message sheets for sales calls and media kits. All in all it has been a good project to work on this summer. Lots of fun.

On another note, School started on Monday and I have two full sections of illustration students who I am teaching this fall. It is always exciting to start out a new year.

I am beta testing a new to-do list called Things which is based on the GTD (getting things done) paradigm. So far I like it a lot. If has a few glitches but it functions much better than Apple’s and I can organize it by client and sort by tags. My To-do list the last couple of months has been enormous, so organizing and getting things done has been a major chore. With school now taking a place on my studio stage, staying organized and on top of the work curve is vitally important.

I know it seems like I have dropped of the end of the earth, but the reality is I am completely overwhelmed with  work. It is times like these that make me want to hire more people, but I know that in two months things will be back to normal. So I plow ahead. My to-do list is 28 entries long and extends into September.

I have a sculpt due tomorrow morning, and a web redesign, and of course School starts Monday! I have a logo project that is waiting in the wings, they are getting impaitient and two illustration projects that will not die.

My webcomic “Artiste Gullible” is sorely neglected and I feel bad about that worst of all.

ARGH!!!!!! I can do this , I can do this, I can do this …

Getting back to work now.

This past week has been a constant stream of work. The work itself has been varied. I have been working on a logo for a new client, A cover illustration for a romance novel, A coin sculpt for a fireman who died in the line of duty, a price list for a catalog and some small vector web illustrations. Switching from one project to another is not always seamless. I will be working on the sculpt, when the client will call with a price list change. I jump to the price list to make the change and send back a pdf; when another client will call with a change in the web graphics. I make that change and get back to playing in clay when I reach a point where I need to cast a mold, so I throw plaster on it, and while it is curing I pull out my tablet and continue to work on the romance book cover. Whew!

I normally do a bit of bouncing … but this is pressing it a bit. In three weeks classes begin for the 2008 fall semester at NIC. I Sometimes feel like I need some sort of clutch to ease between graphic gears

I’ve included a picture of the sculpt for the fireman. It is sometimes hard to do these type of sculpts. Memorial images often reflect stoic figures. This design was very different in that the picture is a reflection of a happy and smiling man who obviously enjoyed his time here. The laugh lines around his eyes I think were the best memorial to leave behind. It is an affirmation of life. I really enjoyed doing it

The client has spoken and as much as I would love to argue the gray lines between sinister and devilish and your average MMO gamer. I have changed the Intermax graphic. I have moved him to a human form although I loved the green impish avatar-esk projection of his inner id. This new refection of the gamer guy has no ears that could be mistaken as horns but retains the 3 day without sleep, focused intent that is the calling card of pixel driven excess. I added bed head and a slightly befuddled expression to further drive us away from “devilish.” They are still in love with the graphics and are talking viral sticker and posters giveaways at the local county fair they are attending. I am making a very large 3 foot by 8 foot banner show banner for them also featuring the graphics.

While this ad is not the best example of this, I thought it relatively effective. It is a newspaper ad for Intermax Networks. Rather than using a half-toned picture or a figurative illustration (both of which when published on newsprint can be iffy) I used a graphic that is typographically based to convey the idea and frustration of waiting. A very simple and direct method for reflecting the differences in broadband speeds.

(Gill Sans Light and Gills Sans bold were used for the typeface.)

Advertising is great. I make a pretty good living at providing new suits for fledgling products. It is a world that is constantly changing and evolving. There are new technologies, new tools and new media to exploit for the greater evil and nefarious advertising plan of global consumerism. (Stumbling into an abrupt segue) So it should not be a surprise that I would post a link here on my blog of a great example of new media greatness.

It is called Dr. Horribles Sing Along Blog.

As geeky and strange as I freely admit that I am within my closeted circle of friends, This show is just weird times ten. Therefore I love it and have bookmarked, RSS feeded, digged, and now outbound-linked it to geeky stardom. It ranks up their with my other web serial passion The Guild.

Could it be that I have a middle-age crush on Felicia Day? Pass out the pocket protectors and over clock my motherboard, I am hopeless.

We now return you to your regularly scheduled programming (sigh).

I am a big believer in testing ad response where ever possible. This is harder to do with branding type ads, but for your average display ad it does not take much to drop some sort of call to action into an offer. Testing not only reveals an ad’s effectiveness, but it can also be a great test for the publication you are advertising in. Case in Point; Our local newspaper. I have repeatedly tested ads of varying sizes, times, and placements in our local newspaper against the local “freebie” Nickels Worth” classified directory, (which also accepts display ads). Because the classified directory covers a broad geographical area, it claims (it’s free?) a large circulation. The newspaper numbers are a matter of record and they are comparable. The main difference is the cost. The local newspaper is 4 to 5 times the cost. What is interesting is the test results always favor the classified directory. It is a repeat winer.

Better rates, better response, more flexible contracts, and a large and apparently loyal readership. It makes a guy wonder what kind of boondoggle are the newspaper guys running.

The last sale time I was contacted by the newspaper sales rep I laid the numbers out for him and said. “tell you what. I will place the same ad on the same day and in the same proportional size per page (newspaper pages are bigger.) in both papers. If your paper gets a better response I will pay for both ads, If however the classified directory pulls better, your paper pays for both ads.”

He said “The newspaper business doesn’t work that way.”

Anyway … here is an ad for Gary Bills, DDS. He apparently does a fair amount of worker’s comp claims and knows the system well enough to seek out such business. I love the tooth ache guy. Slicing his face in half adds a little tension and the copy is straight forward and clean.

We are of course testing the ad for response rates.