The Evolution of a Logo
All interior design students at some point design a logo for their projects and portfolio. As you do this keep in mind that you are creating a brand for yourself. What is the story you are trying to tell? Who are you as a designer? These are the questions I was asked and continue to ask myself as I grow as a designer. Over time the answers will change and you may find the need or desire to update your logo and brand. Here is my journey and my answers to these questions.
Above is my original logo created at Santa Monica College in 1993 in a drafting class. It’s my initials with a short and long e pronounced “any,” as in I will be able to create “any” design for a client.
It was revamped in the portfolio class at Cal State Long Beach around 1999. I had a professor who rejected every new idea I presented. For weeks his only feedback was “think outside of the box.” REALLY!?! Well, at one o’dark thirty in the morning the day the logo was due I thought “f*** it” there is creativity in my box! I slapped a box around the older logo and turned it in. This logo and story has stuck with me my entire career.
Well, at one o’clock in the morning the day the logo was due. I thought “bleep it” there is creativity in my box! I slapped a box around the older logo and turned it in. Weather I liked it or not it has stuck with me my entire career.
I decided in 2001 to applied for a position as an instructor at Santa Monica College after several years of working in the industry. As I updated my portfolio with industry work I began to understand that my creativity as an interior designer affects those around me. I revised the logo to reflect that idea by pushing the letter ‘N’ out of the box and into a different environment.
Around 2006, when I began to move my career into teaching, I was honestly sick of looking at the same logo so I simplified it dramatically. I still loved the idea of the box so I kept that element and added my name above, bolding out Lis and Eatman since that is the name I most commonly go by. My name and a box… that is all.
Now : 2018
So now as I think about this new chapter in my life, what I know for sure is what my professor so many years ago was trying to get me to see, that really, there is no box. The “perceived box” is simply the limits one puts on one’s self.
Working with Envato Studio, an online graphic design resource, was great. I was able to compare prices, portfolios and recommendations at my leisure. I decided to work with Szabolcs Zöld, a 26-year-old graphic designer who lives in Oradea city, Romania. His portfolio was fresh and fun, just what I was looking for. There was an upfront fee of $65 for three days or 5 revisions.
I sent him the stories I shared with you and the request to evolve the logo into something cleaner and more fun. I also sent him a few sketches. In my process sketches below I reflected the E in order to reinforce the idea of the box, now broken open.
The process was really fun. Each email I received felt like I was opening a gift for Christmas. We shared process files and feedback easily through messaging and Envato’s job management tools. Here are a few of his ideas and evolution.
Once there were a few I liked I asked my friends, piers and students to vote. Here are the results A: 54 B : 28 C : 18
After a few more revisions this is where we landed. I guess I didn’t listen to you, sorry… LOL! I decided on a combination of both A and B. I really like all 3 color stories so you will see them all in different applications. Thank you all for your input!
The Pros and Cons I found of working with a designer online
- I received MANY versions of a logo with lots of new ideas and revisions.
- They were done by a professional at a level I may not have been able to achieve.
- I didn’t have to spend the time myself, and the entire process took about 2 weeks.
- The designer was very kind and was willing to do as many revisions as I wanted until I was satisfied (we did 4).
- He received comments and implemented them.
- Never being able to meet in person or speak on the phone felt very disconnected. A large part of the design process for me is to look at expressions, to hear inflection and tone, and gauge enthusiasm as ideas are presented.