Searching for the ideal logo-typical shape
Often there are projects that require further investigation into the typographic possibilities… either because the concept has not been nailed or even because it has not yet completely convinced the client. However, it is curious how diverse can the stylistic paths be that may work to solve the same problem.
I have always believed that typography is to text as the notes are to music, because the notes do not really matter but instead what you do with them; and that is when typography plays a contextual and relative roll.
In this case, a spanish company needed to develop the brand of a new web technology of online collaboration and besides the guidelines to follow were a bit ambiguous, everyone agreed we had to go for something contemporary, appealing, friendly and casual.
The pathways we experimented evolved from the collaborative behavior of bees and the comparative analysis of different social networks that showed a first approach towards sans serif typefaces but with informal and smooth touches.
At the same time, more docile and organic forms were used to emphasize the feeling of warmth and a friendly welcoming to the use of technology. It would be unfair not to recognize in this proposal, the influence of the great František Storm and his sensitivity demonstrated in the beautiful Lokal Script that although it could not function as such for the requested intention, it provided with the captivating human spirit that was required.
Other proposals that seemed fortunate at sketch level, turned out to be a bit angular & aggressive when digitized and went against the desired result. However, much work was done on the optimization of the shapes and counter to intentionally exacerbate the rhythm of the word.
After developing three different paths, our intuition pointed towards a proposal yet more organic and soft… in other words, a script! We tried a more unbiased style that would not attend to stylistic canons already established… freer, bolder, more imperfect, more real.
This proposal which is less rational and perhaps a bit more emotional, turned out to provide unexpected possibilities suited to adapt to various uses such as a seal (just to name one) and that could be exploited as individual iconography in small sizes within web applications.
Finally, the client preferred to go for a temporary fashion path (such as social networks) that will surely help its early establishment in its target market. The geometric design of the letters is consistent with the “Q” that subtly suggests an open door in its counter that invites to a collaborative community space.
