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Wednesday
Feb072007

Red 66 Logo Design

red66-logo.gifIn mid-2006, Carlos Granier-Phelps contacted me at MakaluMedia, about designing a new logo for Red 66, his consulting business focusing on Web 2.0, usability, Internet video technologies, digital security, ratings analysis software for TV stations, and web/tech consulting for movies & TV.

I worked with Carlos to gather my standard information package his company structure and outward image goals, his likes, dislikes in color and design and other tidbits that would give me insight in the sketch stage of the project.

Carlos wanted the logo to embody many different aspects of his personality and his business, including: hip, clean, dynamic, safe, fun, global, innovative, and high-tech. Quite a challenge, but I felt confident that by working with Carlos through the normal sketch to final process, we would find the right solution.

Sketches
First, I brought out the trusty Miquelrius sketchbook and pencil, and began capturing ideas as they came to mind, after reading Carlos' notes. Below I've posted thumbnails of complete sketches and artwork: click each image to see a full version:

Red 66 Sketches v1

Here you can see I explored a wide variety of ideas, playing with the interesting shapes created by dual 6s. I felt drawn to circular shapes enclosing or working with "66", as 6s are organic and round.

Carlos quite liked idea 27, since it seemed to capture Route 66, which was a positive thing in his mind, yet had a clean, simple look he was aiming for. He also liked 16 and 18, and oddly enough, liked the 2 Route 66-style ideas below 5 and 6, which I hadn't even highlighted on the page!

Red 66 Sketches v2So, after some discussion, I prepared a second set of sketches, focusing on the narrowed field of ideas.

Here you can see the Route 66 approach expanded greatly, along with square idea 18 and the circular idea 27 from the first round of sketches.

After review of the second set, and my suggestions to lean toward 9, 10 and 7, Carlos settled on these ideas to prepare black and white concepts to narrow to a finalized design.

Black & White Concepts
B&W detail v1This is a very critical phase, where my rough concept sketches are turned into production quality art. It is here, where a mark is proven to work, or not work in the simplest form possible — black and white. Often, this is the moment where an idea tends to shine and separate itself as the right solution, or fade as an also-ran. The Red 66 logo project was no exception, as the circular concept 9a immediately and clearly step out front as the winning black and white mark.

Color: Round 1
Color detail v1Outside of coming up with ideas, color can often be a tough stage. Colors are often emotional, which is why I like to have a solid black and white logo selected before moving to the color application phase. On set 1, I explored a variety of color combinations, taking into account Carlos' location in Miami as one aspect of color influence.

Color: Round 2
Based on this round we wanted to refine the color selections a bit more, to include brighter colors and explore reds and burgundy colors with similar tones and contrasting choices, like blue-green, orange and teal.

Color detail v2At this point, both Carlos and I honed in on idea 8.3 as our color winner. It had the nice light/dark red tones to reinforce the "red" theme, with a secondary Miami-influenced, cool retro blue-green outer ring for contrast. It had a muted, yet strong overall feel that we both liked.

Conclusion
Since creating the new mark, Carlos has applied it to his blog, and other materials. I'm very pleased with the simplicity and cleanliness of the Red 66 logo — it's organic and smooth, yet has a hint of hip retro Miami.

Thanks Carlos for working with MakaluMedia and I on your new Red 66 logo!

Reader Comments (6)

Once again, very nice work.
February 8, 2007 | Unregistered CommenterJason Long
Hi Mike

And you did it again ! :-)a) The outcome is increadable. A wonderful logo. Congratulations to you.

b) Your documentation / description of your process is just so beautifully outlined and layout out in front of us. It is an outstanding work!

You are such a talent.

I wished I would be as good as you. :-)

Thank you very much for sharing your great work and your achieving process with us.

Warmest regards from Switzerland,Rolf
February 9, 2007 | Unregistered CommenterRolf Gloor
Jason & Rolf, thanks so much for your kind words. I really enjoy sharng the process, so it's good to hear it's appreciated. :-)
February 9, 2007 | Unregistered CommenterMike Rohde
Your logo design for this client is indeed incredible. Simple yet powerful and meaningful in impact.

I've been lurking in your blogsite, and I truly enjoy your entries, particularly those where you share your logo design process (a learning opportunity for others) and technology.

If you have the time, please take time to look at my blogsites: either at http://revcruz.multiply.com or http://revcruz.blogspot.com . I can honestly say that you served as one of my inspirations in my own design work.

More success to you!

REV



February 9, 2007 | Unregistered CommenterRev Cruz
Hi Mike,

I've got a design question for you.

When you're doing a logo design, do you only use colors that print accurately with an RGB printer? A designer buddy of mine once told me that he makes sure the client doesn't need a CMYK printer to get an accurate colored logo.

What are your thoughts?
February 9, 2007 | Unregistered CommenterMichael Sica
Rev Cruz � thanks for your very kind words!! Your work looks good, I'm glad to left your links so I could check them out. Hopefully I've inspired you to share your work and process on your blog too. :-)

Michael � I always design in CMYK, because as far as I know, very printer on the market uses Cyan, Magenta, Yellow and Black for ink colors, whether ink jet or laser. Now, I do also provide Pantone colors and hex colors for web use (essentially RGB) because screen colors are just more vibrant than CMYK. I figure if I can get it looking decent in CMYK, then the richer RGB/hex colors are just gravy on top. :-)

Maybe I should post a PDF of a logosheet � if you are interested in seeing one of those, I'd be happy to send one to you. Just let me know...
February 16, 2007 | Unregistered CommenterMike Rohde

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