After a mind map and some brain storm, there’s plenty of associative imagery tumbling around in my brain that might lead to an identity for History. The tattoo industry has a long history of cheap neon signs and fluorescent lighting to allow for a significant change to shock a visitor or recommendation. The shop isn’t some spa with tea and free cigarettes, don’t get me wrong, but to call it a parlor is a little more accurate for History than most single-serving fast-tattoo shop.
Ruminations on the concepts from the beginning look something like this:
This has lead to some development digging up imagery and considering tone for the brand in this inspiration board:
I’ve gone from Tattoo —> Needle —> Thread —> Stitching, which seems to connect to history in my mind as well. Plus a stitching quality could evoke a human, imperfect look and feel. I’ve also gone from Ink —> Stain, which also conjures an imperfect feel while focusing on more primary medium for the business; ink seems more appropriate than thread.
What I’m working at is taking the name, which at first may seem more global and vast, and turning it to represent personal history, rather than universal history. History can easily stoke imagery like tricornered hats and naval battles with cannons. This isn’t really what the client is after though—they would much more prefer to have their identity signify both their business and the meaning behind the word history, for them. Which is that history represents a timeline that only you can see through, and we each have our own.
This lead me down the path of considering timelines and family trees—diagrams that show history. The family tree seems more potent as it is more connected to one’s personal lineage, but less about historic events. The business, however, isn’t so blind as to believe this can be communicated so easily. The meaning behind History is that the ink on your body is a reminder, a representation of past events that MATTER to you. They may not matter to others. They may even have been insignificant to you, or others. A tattoo of Yosemite Sam on your backside, as campy as it is, might be a fond memory of when you dressed up as that character for Halloween when you were 12. Just a fond memory, part of your personal timeline, and there to remind you, without dictating or even necessarily THINKING ABOUT it, that you were once young, inventive, childish and fun. A diagram probably isn’t really getting that concept across, but then again, what could?