Guest post by Katherine Tattersfield
I’ve known Steve Roller for almost a year, although it feels like we’ve been cyber friends for much longer. He has that effect on people. When he approached me about creating a logo for the Copywriter Café, he said flat out, “I don’t have much of an idea in mind,” a very common problem in the design world. Many creative writers struggle with adapting their ideas visually. I love a challenge, so I set out to capture the essence of Steve’s brand symbolically. Here’s what I came up with:
Logo Design Elements
Before I get into the details of the Café project, I thought it might be helpful to provide a brief overview of logo design principles for the writers in the audience. Logos are a critical aspect of brand development; they have the ability to communicate powerful messages when they exhibit the following characteristics (in no particular order):
- Simplicity – This term usually appears in the context of minimalism, but in this case simplicity means that the image will be highly recognizable.
- Memorable – The best logos create inseparable associations in the mind’s eye.
- Timeless – Corporate logos last for decades. The key to developing a stable logo lies in avoiding design trends or gimmicks. The goal should be to limit the need for future rebranding.
- Versatile – Logos become part of virtually all of your marketing campaigns. For this reason, they need to work everywhere you can possibly put them from your website to a t-shirt. On a related note, logos must be viable with and without color.
- Relevant – Above all else, logos to must speak to the target audience. A logo can display the above traits and still fail if it’s not relatable.
The Copywriter Café Logo Design Process
Now that we’ve covered the basics, let’s explore how I applied these principles to the Copywriter Café project. Steve started the Café to fill a gap he noticed in the freelance writing community. Specifically, he helps writers uncover their natural abilities and channel these talents into professional success. I couldn’t think of a better way to express his mission visually than through the use of negative space.
The negative space concept hit me early on, but I didn’t realize how well it fit until I read Steve’s post about unleashing your talents. His words reminded me of a quote from one of my idols, Jim Morrison: “We’re trying for something that’s already found us.” In the logo, the word copywriter forms through negative space because Steve’s program brings out the aptitude from within. I chose to incorporate a pencil rather than a pen for the same reason. Both symbols would make sense under the circumstances, but the pencil feels more primal i.e. universally relatable as an instrument of expression. After all, when we learn to write as children, our lessons are done in pencil. The pencil in the logo faces forward to signify the promise of the future, a future that awaits those with the courage to write their own.
About the Author
Katherine serves as the Online Marketing Director at PrintFirm.com. She fell into online marketing in 2010, and built her career around this dynamic field. She earned her B.A. in Political Science from California State University, Northridge (Summa). When she’s not writing, Katherine enjoys photography, skateboarding, graphic design, and chasing her dog around with her husband. Connect with her on Facebook, LinkedIn, and Google Plus.