When you start working on a new project, especially one that involves and talks about lots of design artefacts, as a designer you start visualising it. Valeria contacted me and asked me to create the logo for her brand-new The Design Pot and instead of thinking of which font would suit it better, or which colours should I use, I wondered what kind of message and visual inspiration it should bring to the readers.
It followed a research trying to point out which values and beliefs we wanted to express. It sounds complicated but the method I use to develop branding cannot avoid this and every idea, concept and visual, in my opinion, need to be based on solid foundations and every choice made has to reflect these values and beliefs. This is one of the possible methods that is beneath the surface of a corporate image. It can make a big difference in the creation progress and I am a big believer of the ‘whys’ so that you can support and validate strongly every decision you may take.
Starting from scratch could be either exciting or intimidating, moreover there was no history but only Valeria forward thinking. So during my first presentation, I showed her a moodboard to help her visualise where we should go and what we could visually achieve.
As a big fan of colours, and knowing that The Design Pot would have been a “container” of beautiful and various styles and research, I kept thinking about it as a bright and minimal frame with an attitude that can speak for itself without being too noisy. And so it was… I started designing and contextualising it in the wide range of supports and sceneries it could be presented. So the first logo was born.
Then last year, when less expected, Valeria proposed me to take care of all the visual that The Design Pot was going to bring to the world and as Art Director I had to take a big breath and have a good critical session to fix the branding for the bigger mission this project was going to undertake.
I started refining the logo itself: it needed to be clearer, more legible, minimal and I definitely had to admit and fix some errors I did when I firstly design it. As a hand drawn logo, few spacing here and there were not consistent, the ligature were thinner here and thicker there, the inclination needed some make up, so I wrote Valeria telling her I was going to make a full “face lifting” to her beloved old logo, making sure all my “beginner calligrapher mistakes” were taking care of and that it would work just fine even on one line.
She laughed heartily and we finally agreed that the “facial” was not only urgent but necessary and pushed us to the next level of our challenge: a brand new website which was going to reflect our intention to evolve and professionally expose The Design Pot to a wider audience.
The first logo was a result of a real brush calligraphic sign with bright tones and patterns to express the freshness of our goals. The newly designed logo, where the explosion of colours adds lots of energy to the table, was the starting point to what in reality was our real commitment to transform this magazine into something that adds value to others. We switched from a flat colour palette to a vivid watercolour splash and keeping this as a guidance, we produces a series of collateral for the social to inspire and enrich the social feed of our readers like the “Behind the Scene Series“, “The Advent Calendar” (December 2015) and “The quotes about good design” we publish every Sunday on Facebook and Instagram.
As you can see from the pictures, we have been through quite some visual changes since our first appearance. We are sure and we hope we will evolve constantly and continuously as we embrace the learning process that comes with it.
Want to know more about the way we work? Take a look at all of our Journal “Making The Design Pot” posts.