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.

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