Little Yukon
Northern stars
In my first year working at a "real" advertising agency, my assigned Art Director literally sat over my shoulder and made comments as I noodled and adjusted my work. At first, it was annoying. I was a 24-year-old creative full of myself and eager to make a name for myself, so I thought I didn't need his assistance or advice.
Youbetcha
Little did I know that I would still be picking up the phone 30 years later to get his advice. You see, when a person sincerely wants to help and guide you, it's hard not to see. Their actions are primarily selfless, and your interactions with them always seem effortless. And whenever we talk, I always walk away with an extra skip in my creative step. Do you have anyone like that in your life? Well, I do. We have stayed in touch over the years, and he has always been so helpful in guiding some of my career decisions.
Truck wrap mock up
So, last week, we were chatting about my current job search, the struggles with submitting applications, presenting work, and the need to keep trying. He mentioned he had a logo project that he could use some help with, and though there was no pay for it, I couldn't resist. You see, almost no designer can resist a logo request. The thrill and inspiration that logo design brings is unparalleled. Creating a logo from a blank page and establishing a brand from the very beginning is always exciting for designers. The following day, he sent over some PDFs of some of the logos they had already presented and that the client wasn't excited about. They were hoping to see something more modern that would be a clear difference to how they have been presenting themselves.
Marks, font choice, and simple color palette
Trees, lakes, and sunsets… picture it.
I had worked up a few logos, but the current ones you see here are the ones I would choose if I were the client. The logo is of a bear looking towards a northern star, and this symbol coincides with their name and Minnesota location. Choosing the colors is where the exercise took a surprising turn. After reviewing the current color selections, I felt that reducing the selection and utilizing colors from safety vests worn in the field would help to elevate the overall look and feel and add that touch of "modern" that the client was hoping to see. This unexpected creative choice added a unique twist to the design, making it more intriguing and memorable.
Safety vest mock up
Business card mock up
Ya, sure!
In the end, I know all that I was asked to do was "just a logo," but it's never in my nature or design sensibilities to do less than is needed to convey the potential of any design. After presenting these back to my O.A.D. (Original Art Director), he was satisfied with the effort, and they went to the client. So, with the opportunity to get some creative juices flowing and a few more inspiring discussions with the O.A.D., I had some spring back in my creative step, poured another cup of tea, and hit the job boards.
