Along the path in the design, some preconceptions of the logo are reviewed and rethought. As I mentioned before, Ambrosia is a brand that I thought up some time ago while designing the logo for Client 5: Satyr. It all began while doing some sketches for the packaging for Satyr and some of my ideas about other brands in the fragrance industry, specifically the bottles. Satyr uses a horn motif in the logotype and I began extending that idea into a horn for the bottle it came in. When making other exploratory sketches I came to a teardrop idea and began postulating what that kind of shape might be more related to. That’s when the tangent for another fragrance began. A syrupy drop of essence, a single tear of potent godliness. Remembering a little bit of Greek mythology, ambrosia popped in my head as something similar, though a bit more vague in actual definition as the food of the gods, or the nectar of the gods.
This seemed like a great symbol to represent a fragrance, but definitely a lot more feminine. Ergo, a sibling brand was created in my head, and filed away for another month as a great method to explore the extension of an existing brand. As I return to Ambrosia, now in full swing, I’m met with my original concept of the tear, the drop of perfect divine food or drink. Of course, sometimes when you travel farther down the path of an idea, one can look back and not even see the original destination. Is the idea lost, or is it evolving? It’s a good question, and one that I’m looking to solve, as I’ve sketched out the two most suitable paths for Ambrosia in this set of sketches.
A few notes about the process: as I mentioned the original idea revolves around a dripping teardrop-like shape, both symmetrical and curvilinear, suggestive and feminine. The newer idea leans a bit more on Satyr, using the first and last character to anchor a symmetrical “mythical,” “monstrous” feature, in this case, wings. The wings will certainly conjure a divine connotation, but can perhaps be a bit trite. The wings relate much more, in form, to the Satyr logo, but the nectar teardrop has a few features that disturb me, particularly that it works best if the last character in the line is reversed. I’ve seen this done before in logotypes, and I can’t say that I find it tactful. The A is a tricameral uncial form however, it is not a typical drawing of the character, and it’s long leaning stroke is much more conducive to an extended graphic line to shape into our viscous celestial morsel.
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So I end at a drawing of both general directions: I question whether the wings are creative enough for the brand, but recognize the potent similarity to the Satyr brand. With the teardrop route I enjoy the suggestive form that more closely relates to the meaning of the word Ambrosia, but reversing the last character in the line, as well as a potential for the form being potentially too suggestive or even borderline obscene is something that worries me. I may speak to that later, but at the moment I think it is important to begin seeing the forest for the trees with Ambrosia since we are at the end of the month and have so very much ahead of us yet.
Another quick note is the inclusion of my new favorite toy, the iPad. At my desk for the long weekend, doing some sketching while my cat Dagger watches dutifully over my progress, I found that image searching, and “collagernetting” became a breeze with my iPad. Image Searcher (what a boring name) is the app I found and alongside a sketchbook, this tool made for a productive process. Type in any word, and a host of examples are displayed and easily navigable, even savable to your photo booth. It’s just powered by Google, of course, but it’s in app form without all the distractions and opening of navigators. In this example, “wings” had me recounting the shape I was looking for, as well as giving me a quick insight to more famous logos already using wings as their motif (there are a lot). I hope to explore more the process of branding using the most inventive tools possible, and without a doubt the iPad is proving its mettle.
Thoughts on the two designs? I’m always open to reactions or responses to the development of the brands here, especially since everything is fictional of course, but I’m particularly open to ideas when I’m met at a fork in the road like I am now. Either way, enjoy your Memorial Day weekend, or whatever is left of it.