After drawing and sketching in illustrator and photoshop the next level of this logo, I found myself lacking the vibrancy of the direction I was most drawn to. Connecting typography with Hot Stuff was difficult because its true form wasn’t determined. Sometimes that can help, if another friend comes along who speaks the same language, you can better understand the conversation. But the type wasn’t bringing anything to the table, and combined with a rough week of other deadlines, the momentum on this project has suffered a bit.
The illustrative logo is the one I’m most drawn to because I think it stands out from all the other labels it has the graphic tonality of company: strange, vibrant, bold, devilish, and chancy. I’m not looking for it to be too chic or hip, but I can see anyone out there loving it from Conan O’Brien to anyone with a handlebar mustache. It’s something to be slathered straight on your chicken before roasting, swiped on your pastrami and crout sandwich, or lopped on a burger. Any way you cut it, and we will cut it, it’s got to be distinct. It’s not ketchup, it’s not just mustard…it’s like Heinz’s 57 Sauce, but for the locals.
That’s all well and good but what about the graphics? Driven to be unique, the standard classics just aren’t delivering. So, dissatisfied with a machined look, I’m going back to drawing, and hope to reach a final mark made the old-fashioned way: ink and paper. I said I wanted to do this blog to learn something or even to re-learn things. I’ve certainly drawn quite a bit in my time, but since college I mostly dive into a monitor for my completed projects. Now, all that said, I’m sure the final product will of course come back to the digital era, but I’ve decided to be true about these projects; I can’t force it to be made by something that doesn’t suit.
What about the label? Well, I’m looking at 3 days left since I was battered around by “real life” all week. The label may not make it into the final delivery, but I can hope that I’ll catch up to an applied form for a jar of Hot Stuff soon thereafter. The most important thing is the logo I’ve decided. It will speak to the rest of the elements, and eventually the core of this company’s branding.
The City is full of ghouls and sex kittens all weekend, but for me, it looks like warm cider, a vial of India ink and 20 hours of finding this brand’s final form. What’s my costume for Halloween? Graphic Designer. Beware.