Today I continued work on my logo concepts for Sales Force 10, particularly focusing on fonts. After asking Adam to take a look at what I had designed so far he advised me to look at some fonts online and try to find some new commercial fonts that I could use. I admitted that I didn't have a good eye for good fonts so we had a look at some other recruitment logos, identified that they all used sans serif fonts and began looking on free font sites such as Font Squirrel for some neat sans serif fonts that I could use in my concepts. He pointed out a few clean cut fonts that would be good to use, as well as some more unique looking ones to try to make each concept look different. He also suggested that I look out for how many styles there are of each font and to try and choose ones that are part of a big font family to give me a bigger range of styles to work with. After taking the time to go through them with Adam I think I can see why the fonts I had picked don't work, and what I could use instead. I think I was on the right lines but I kept choosing fonts that were big and chunky whereas now I am aware to look for font families I can simply choose a regular font that comes in a bold or black style that I could use instead. This also enables me to create a logo using just one font in a variety of weights rather than trying to find multiple fonts that compliment each other.
In the afternoon I received feedback on the business card I designed yesterday, and unfortunately the client didn't like it. Their name is "Hare and the Hat", so I illustrated a hare sat in a hat, and the thought it looked too much like it should be for a magician. I therefore spent this afternoon working on a new design for the business card. I was struggling with how to go about designing the sort of illustration that they wanted, so Adam told me to look for images that I could paste into Illustrator and use to trace an outline using the paint tool. In addition, when I had completed the design of the card he asked me what processes I went through to create each element. For example I curved the name of the business on the card and explained that I achieved this by warping the text. He then told me that in future I should draw an oval and delete the south point to create an arc, and write my text along this line to create a smoother curve as sometimes when using the warp effect the text can become distorted. These may only seem like small tips but this is one of the main reasons that I love working at Revolution Inc.
Adam regularly asks me how I have done something and he always takes the time to show me if there is a quicker or cleaner way of doing something which I really appreciate. Whenever I am working on a project if he has any hints or tips that will help or any knowledge that I could use he is always quick to help which I really appreciate. I get the impression that bigger studios that are busier will just expect you to know how to do things or to find out on your own, but I feel comfortable asking Adam whenever I am unsure of something and it is really helping me develop as a designer.
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