When my wife, Jessica first teamed up with her current writing partner, Erik Patterson they needed a logo design to represent their combined efforts (or at least they thought they did at the time). They had set an ambitious goal, giving themselves 365 days to get a screenplay sold. Not just written, sold. It was a big challenge and I’m happy to say one that they succeeded at.
A Logo Design About Nothing
The toughest part about this logo was deciding on whether to use an icon with the type or not. We kicked around the idea of a calendar or even a single date but they were too trite or complicated for a logo design. The primary use for the logo (at least for the foreseeable future) was for a business card, so I wanted to keep the color palette under control. I came up with the long shadow idea to play on the feeling of time passing on a smaller scale, almost like a sundial. This worked well with the narrow font. To add some visual interest, the type used for the shadow is not the type used for the “365.”
I think the brand only lasted that first year that Jess and Erik set aside for themselves and the only appearance was on the business cards that the dynamic duo handed out at various meetings and pitches. The design served them well.
Type as Design
I think carefully styled typography is a brilliant approach for logo design. A lot of the most obvious icons people gravitate towards get used over and over again until they become saturated and lack a distinctive voice. Playing with typefaces, whether it is simple initials or a block of text, serves as a nice alternative solution.