Logo design – café film night
I usually prefer a logotype but went for a symbol with text here. It seemed from the start the latter would make for a stronger logo.
‘Café’ and ‘film’1 can be represented with easily understandable icons and combining the two could produce a suitable symbol. The logo was only going to be used on flyers and posters so (post hoc rationalisation) a symbol could also be handy to use as illustration.
The initial concept was something like this:
I sketched different versions but wasn’t happy. The basic concept was probably too boring. Or the symbols I was trying to combine made a boring execution more likely. I tried variations, such as the film strip curling out of the mug as if it were steam, but wasn’t getting anywhere.
I started to look at using camera shapes to represent ‘film’ instead. 2 Sketching a camera from the front I saw the coffee mug as camera lens. Ulrika! The handle could even be seen as the focus lever that some cameras have. The rest was straightforward.
Ok, the text was a bit of an afterthought. It’s set in a geometric font 3 so it (almost) matches the circles of the symbol. The gap at the top right of the two words is asking for the symbol to fill it.
Why the final logo is better than the initial concept.
The final logo does the same job as the initial concept with fewer elements so it’s neater and more focussed.
More importantly, it’s one image that can be viewed in two ways. This means the work of associating the two ideas is done in the brain. This is more mentally satisfying4 and less clumsy than trying to combine the two ideas on the page (or screen).
See more of my logo designs here.
- I refuse to go along with this ‘movie’ cultural imperialism. I’m sticking with ‘film’ (which you can watch at the pictures, obviously.).
- Though it wasn’t a motivating factor in not using a film strip, the films presented on the evenings were entirely digital. A strip of film would have been a ‘legacy’ icon. Like the ongoing use of phone icons shaped like an old 2-part telephone with dial.
- Based on geometric shapes rather than written or drawn characters. Though the ‘C’, for example, is not exactly circular, it’s close.
- It might not be immediately apparent that it represents two things and there’s pleasure when the ‘riddle’ is solved.