As the RE:TAKE customer is knowledgeable of jazz and familiar with the Blue Note, Impulse and Columbia LP covers of the 50s and 60s (examples of which can be seen above), my logo designs are intended to evoke that era. As such, they may echo layouts, typefaces and colorways of that time, as well as hopefully the feeling in general of these LPs.
Concept 1: All text, lowercase Clarendon with Univers Light Condensed. The blue is taken from many jazz releases of the hard bop time-period of jazz, the period most RE:TAKE releases were originally recorded. 'RECORDS' is in the typeface Univers Light Condensed; it is a typeface used heavily during that time and has a retro, cool feel to it. Due to the box outlining TAKE, this logo will be easily recognizable on album/cd covers and in advertising.
Concept 2: This direction uses a circle as a symbol for a record, or LP. When combined with the typeface Clarendon, in all-caps or all lowercase, and the black/white/cool blue colorway, it should be effective in evoking a sense of retro cool in the viewer. One version includes a turntable arm, working further in the direction of symbolizing a record and a player. By using solid black in the background, it will be instantly recognizable by the customer and will stand out from any background.
Concept 3: Another all-type direction, this involves modern geometric shapes, right angles and spacial dimensions of the original LP designs. The logo is transparent in the back, and can be used in many different color combinations to allow it to stand out in various usages and situations.
2 comments:
I'm sticking to my guns, concept 1 is my first choice. I think it has a lot of the same qualities of your concept 3 option, but to me concept 1 has a stronger cohesiveness and balance about it. I have to say, I'm giving the concept 2 version with the turntable arm my vote for second place. You said earlier that you didn't like the way that arm seemed too separate, but I think it's more effective in saying the same thing than the word "records" on it's side. The comments from your pitch post about usage and the interference of the logo with the cover art are interesting. I think concept 2 would work well without dominating the cover design, but it would still be a stronger image (regardless of background color or imagery) than concept 1 with it's transparent background and light colors. I lean towards concept 1 both for it's ability to blend-in or not compete with a variety of cover designs and for it's stylistic similarities to the cover art of the time period you're trying to evoke. Very cool concept and a great job with all 3 options!
I was a big fan of the turntable arm with the circle but after looking at all three concepts again I've decided that Concept 1 works best for me. As Jenny said it has a strong balance and cohesiveness. To me it just feels solid, as if there is motivation for each word and alignment being where they are. It's tough to figure out where to put the "re:" without making it feel detached but thanks to the other two words being boxed but the "re:" being anchored with alignment, it all works out well. The rectangular structure will also work well on the shape of the album cover. It can be aligned with the edges and tucked neatly into corners or small spaces. The colors and typeface are perfect. I'm glad to see your justifications for each. Nice work!
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