It’s November 24th, tomorrow begins a holiday weekend (which means I’m going to catch up on work), and so Zenith needs to start coming to a close. I feel like after a few good bouts of brainstorming, sketching, mind-mapping and overall thinking, I have three generally strong directions. I’m calling them “Circle Escape”, “Summit” and “Pause.”
But first, I feel like I need to give a thanks to a graphic designer who has particularly inspired me this week by the name of David Airey. David runs two graphic design based blogs, logodesignlove.com and davidairey.com, both of which have motivated me, even more recently since I just purchased and have already read half of his latest book also by the name of Logo Design Love. I was curious about his mind-mapping technique, and in my sketches for Zenith this month I felt like it really came through. I’m still not 100% sure about the “Pause” direction, but I’m not sure I would have come to that idea if I hadn’t word-associated it from the word rest, which I kept pushing but wasn’t evolving. So, check out more tips and guides to better branding by David Airey at his blogs or pick up his book, it’s real good stuff, succinct and dependable.
As for the iterations:
The “Pause” idea relates to the face-paced media-driven world, while also hammering home the break from that world with the vernacular visual form of the parallel bars. Overlaid on blurred urban visuals, there’s a silence that is drawn from the visual, as if we muted our life for a moment to reflect and gather our thoughts. This is the very concept of Zenith that I’ve been reaching for, and so this brand strategy may just work out well.
The other two ideas are also strong I believe and take similar form. The “Circle Escape” concept is a rather abstract shape based brandmark representing both a peak of clarity above and outside of itself. I feel like it could really use some hatching, brushstrokes or other texture to help soften it a bit more (still in the works). The “Summit” direction is helping to bring a softer edge to the mix, splitting in two directions with one route emphasizing the illusory space in the center of the curled mark and the wedged circle giving a notion of a summit in the negative area. The other route is replacing the wedged circle above with a ring circle, an image I can’t escape from since it delivers, for me, a sense of mental clarity and focus. This ringed version balances well with the curled mark below it, still gives much respect to the negative area between them, and also brings on a sense of buoyancy that the wedged circle lacks.
After all these iterations were comped up, a few suggestions for slogans came up, primarily “Silent Space” and “Take Pause.” Colors have begun to be considered, and a simple, luxurious and sharp sans serif, Avenir (admittedly one of my favorite typefaces), seems to be pairing nicely with all three iterations and representing the meditation center well. Poor kerning and rapid production of these compositions aside, which one are you most drawn to? Which one seems like the strongest solution? I welcome any thoughts…
(some more sketches of the process)