Chromatic studio

Daniel Poindexter's picture

Typophiles, I need your assistance. I've decided to get a bit more serious about my freelance web design work, so I've decided dump the name and logo I was playing around with before. I'm looking for a distictive typeface to help develop an identity.

I'm not planning on everything being married to the mark; I don't need a logo so much as a good typeface and consistent colors. Nevertheless, any critiques on positioning, size, etc. would be helpful.

So far, I've tried (in order) Morphica from Shinn Type, Luna Modern from PsyOps, and Reykjavik 2, D Weight from PsyOps. Tell me if they work, and feel free to recommend any other typefaces.

kakaze's picture

I like the first one.

And please do your images vertically instead of horizontally, you have to scroll constantly that way.

cgonzalez's picture

i also like de first typeface, your image work i find it very confuze, it reminds me like heavymetals or anarchist bands isotype, like Sepultura or Mobid Angel. I think you should simplify it... ...your work is web design were simplicity is appreciate and complexity y avoided ;-)

keep on posting the changes

CG

Daniel Poindexter's picture

Sorry, I didn't realize the images wouldn't wrap naturally.

I'm also leaning towards the first, but I'd still love to hear some suggestions for alternate faces. Which ones do you like? Which ones could you see attached to this sort of visual scheme? I've spent the last few days combing the internet, but I've only just scratched the surface.

The image: it's not supposed to be heavy metal, just abstract. I was hoping the vaguely floral colors and arrangement would contrast with the sharper edges to balance it out a little. Does anyone else have an opinion on this?

hrant's picture

I like the complexity.

hhp

andrew_baker's picture

At the current size its interesting.

Whats it look like at half-size?

That could be problematic. I'd simplify the shapes and keep the colors.

I like 3 with simplified shapes.

Do you do 3-d rendering, or animation? The complex mark is more appropriate for graphics-intensive fields.

squeeze's picture

The complexity of the mark is why I like the #1 typeface, however, the the mark is still a little more complex than the typeforms. Maybe use Morphica as your inspiration for the mark, rather than trying to find a font that works well with your mark. As you can see by the postings, thus far, Morphica seems to be a pretty good type selection, but there is a lot of concern about the mark.

Aloha!
Scott

Daniel Poindexter's picture

<font class="dontLookLikeCrap">Not messing with the mark yet, but still narrowing down the type.

1. Senator Bold, Emigre

2. Eunoia, Shinn Type

3. Preissig, Storm

4. Regula, Storm

5. Morphica AC, Shinn Type

6. Satisfaction, P-22
</font>

kris's picture

I think that Pressig matches the coloured mark almost perfectly. Satisfaction is next in the matching catagory. I reckon Pressig would be a good choice, because it seems to be rarely used for anything. I am willing to stand corrected if people know otherwise.

kris.

Tom Cannon's picture

Eunoia and Morphica (lower case) work best I think.

kakaze's picture

The Pressig is just ugly.

Senator looks quite nice, however.

pablohoney77's picture

i tend to like the softer forms of Reykjavik and
Satisfaction just because they stand in
contrast to the more severe graphic elements
and give me a greater feeling of harmony when integrated with the design

zato's picture

Loose the exploding violins.

Daniel Poindexter's picture

Arg. For pretty much everything that's been said, someone else has said the exact opposite.

After consideration, I've decided that the complexity of the mark isn't an issue. I don't have to worry about small size applications, because I'll simply remove it. Consistent colors and a strong typeface will work just as well in the identity department, and give me more flexibility in the long run. Thoughts on this?

As of now, I'm still leaning toward Morphica lowercase.

zato's picture

Did I type that?
lose

Tom Cannon's picture

I like Morphica lowercase too. I would decrease the tracking slightly.

squeeze's picture

Sounds good. IMO, Morphica captures the character of the word, chromatic. It is also a typeface that has plenty of personality to stand alone, without the graphic. In fact, you don't need the graphic element to be part of the identity at all

Daniel Poindexter's picture

Alright, I've purchased a license for Morphica, which gives me the ability to clean up tracking 'n stuff. Here's pretty close to final version:



I'm still open to new directions, but I'd also like a take on the kerning for this one.

Note: the tagline on the bottom will pretty much only be on the business card.

dan's picture

Daniel I like your final version, but I liked it in the first place. I hope it brings you lots of work

squeeze's picture

I like it even better with the descriptive byline. At small scale the descriptor is likely to disappear in places, but for once I think that works really well. Morphica goes even better with the graphic element at this smaller scale because of its detail increases in complexity. The descriptor, combined with the bolder and simpler (at large scale) title, "chromatic" looks more like the graphic. The interior shapes of the graphic look a little more simple than the vibrant shapes that seem to be flaring out. In fact, I wonder what it would look like if the interior shapes and chromatic were the same color, while the outer, flaring shapes and the descriptor were similar varying colors

Tom Cannon's picture

Nice work. I love Morphica and I think your logo has alot of energy to it.

marcox's picture

I'm sorry, Daniel, but this doesn't work for me. The mark has a Leroy-Neiman-meets-'80s-bezier look*, and it looks really uncomfortable next to the postmodern Morphica.

If you're bent on using Morphica, pair it with a simple mark that uses color to play off of the company name. Use shapes, sizes or proportions that are sympathetic to the type. Or, as you mentioned, lose the mark altogether.

(*Where some see exploding violins, I see salad tongs.)

Daniel Poindexter's picture

I don't want to come off sounding offended, because I don't get offended, or angry, because I'm not. But it would help if you could qualify your statements a little more.

The mark has a Leroy-Neiman-meets-'80s-bezier look . . .

I really have no idea how to take this, because I don't know what it is. If you could explain yourself in a little more depth, then I would be able to take your critique into account. As it is, there's pretty much nothing I can use from that, especially given the amount of conflicting feedback I've received on this thread.

squeeze's picture

I think a very important factor to remember here, is that Daniel has said more than once in this thread that in most applications he will not be using the graphic and logotype together. He has implied that he will use consistency in color along with the logotype to identify his brand.

Daniel, it may be helpful to share some of your application designs as you develop them. I think some of us are having difficulty catching your vision.

Aloha!
Scott

Daniel Poindexter's picture

Good advice, Scott. I'm currently working on a website layout and a business card design, although ironically both will probably feature the mark.

marcox's picture

Sorry, Daniel, those references *are* pretty obscure. Let me try to explain. Leroy Neiman is an artist who came to prominence in the '70s, and who, in my opinion, uses color in a garish way. Here's a link to some of his work:

http://www.leroyneiman.com/merchant.ihtml?pid=347&lastcatid=20&step=4

Your mark reminds me of what would happen if his style of painting was combined with the hard-edged style I associate with the '80s, when digital illustration via Illustrator/Freehand became popular.

So when I look at your logo, I see visual nods to two decades, sitting next to type that's got a '90s deconstructionist feel. It just doesn't hang together for me.

Chromatica is a really cool name. I guess that's why I think you should explore more options.

Daniel Poindexter's picture

Wow, LeRoy Neiman's kind of terrible.

Anyway, I see what you're saying, but it's still a bit hard for me to address, given that I was never able to aquire a cultural bias like yours.

Now that I think about it, I didn't explore very much. I stumbled across something I liked and ran with it. I still like it, but I think you're right in suggesting I kick it around a little longer. Here's an updated version in which the shapes are smoother and a little better paired with Morphica. I know your problem is more with the concept, but let me know if this helps at all:



Also, I notice you said "Chromatica". Was this a suggestion, or a typo? If the former, I've certainly considered that variant and haven't ruled it out yet.

tsprowl's picture

The image: it's not supposed to be heavy metal, just abstract. I was hoping the vaguely floral colors and arrangement would contrast with the sharper edges to balance it out a little. Does anyone else have an opinion on this?

I didn't say it before because I was waiting for an explanation for the icon - about what it is. But now I'll say it - and I hate myself for seeing it, and I'm sure Freud would have something to say - but....I'm being really honest.

to me it looks like a bunch of penis's, penis's in a circle umm? splitting penis's? I donno - if the mark was smaller - maybe just a TM size'd mark or accent above the c and if it was a full flower? I do like the fall colours but I'm not sure what that has to do with chrome.

I do like the idea though - of incorporating alot of colours with a name like chromatic - it reminds me of "Technicolor" except not. same with the typeface - I really like the type chosen here its old and new

squeeze's picture

Wow! I have to concentrate really hard to see penises. It sounds like a personal issue Tanya

tsprowl's picture

haha - ok maybe its just me. but its not as if I walk around seeing penises in every logo...maybe if the colours in the graphic were reversed - skin colours on the leafy part and fall colours on the penises

hrant's picture

> its not as if I walk around seeing penises in every logo

"Exactly how fghequently do you see penises in logos, Ms Shpghowl?"

hhp

tsprowl's picture

probably 1 in 5

aluminum's picture

I think the mark is interesting
but I'm not sure if it's really
that solid. I don't see a connection
between the mark and type, either.

For the record, I thought they
were burning staplers.

squeeze's picture

Wow, Tanya

dan's picture

The point is its a mark, or logo and would probably never be used the size its been posted here. See into it anything you want as long as you remember it. Like Mondonna says, "say good things about me, say bad things about me, but just talk about me"

pablohoney77's picture

what would have happened if freud had become a grapic designer rather than a psycholigist?

tsprowl's picture

well here - let me enlighten you...Scott, Hrant - 1 in 5 easily.



Daniel to your graphic - I'm sure I was seeing too much into it but that was my knee jerk reaction. I'm sure it'll be fine, I won't hijack this discussion with anymore talk of penises, promise.


Chris Rugen's picture

I saw the logo (initially) as a fiery flower, then I started to see salad tongs with leafy bits. But that's irrelevant, because my initial response was, "cool."

I'm glad you went with the Morphica, because most of the others gave me a very Op, late 80's, surf shirt graphic feel. Your logo could set the stage for a really kick ••• animation, too.

hrant's picture

> what would have happened if freud had become a grapic designer rather than a psycholigist?

He'd be working for Tanya. Or should I say under Tanya... (Sorry ;-)

hhp

squeeze's picture

I'm starting to feel uncomfortable. Does that constitute sexual harrassment?

Daniel, I'm anxious to see some of your applications when you get there.

andrew_baker's picture

I feel bad for Leroy....

tsprowl's picture

sexual harassment? me to freud (he wouldn't understand) or hrant to me? (no offense made or taken) or us to you (and your uncomfortable why?)

or is it just fun and games until some girl says "penis"?

don't be so squimish guys. falic symbols are everywhere, one day you'll see one and wonder too.

Of course I blew it a bit out of proportion after that . a little self-deprecation dosen't hurt now and then and freud can send me his resume anytime for review - its all cool

squeeze's picture

Please

Daniel Poindexter's picture

Okay, I'm pulling a Frankenstein and resurrecting this. I still really like the illustrative quality, but it just isn't looking good to me at small sizes. I've been thinking about how I can make the type-only treatment distinctive, since the Morphica is strong by itself. I really kind of want to get away from the idea of a twee little image that is contractually obligated to appear with every use of the name.

I was inspired by kris' recent Klim business cards to try a more illustrative approach. The type is the only "logo"

kris's picture

Yeah. I think this is a much better approach. Especially
if the illustration varied from application to application.
The "graphic Design studio" could match the colours
of every illustration. Looks like "autumn", very appriopriate
for me, cos it is autumn here! Funny if you made a seasonal
card! It might have cohesiveness like the CS branding, which
I happen to think is rather successful. Good work bro.

-kris.

gareth's picture

1 - your mark is fine, from the beginning. It does not look heavy metal to me, in fact that just confuses me.

If all logos were not busy, were would the busy people live?

2 - I like the very first font you posted. Morphica lower case. Suits it perfectly.

3 - The first thing I saw in the mark was a noisy flower. Energetic and fast. Swift!

4 - That last business card, based on KLIM's inspiration, is the choice for me, yes precious.

5 - I would be attracted to your studio with this design. The choice of colour is young and vibrant. Contemporary.

Great stuff!

dan's picture

Daniel, the beauty of the last design (leaves) is you can change the colors with the seasons, keeping it fresh all year long.

Daniel Poindexter's picture

The seasonal idea is great, but I doubt I'll be able to implement it just based on costs. I'll have to see.

Very soon now, I'm going to be asking for some specific advice on the printing process, so please bear with me. Y'all have been amazing so far.

dan's picture

Daniel my seasonal idea would be for your web site only. Not for your print work.

cjg's picture

Weaver, I like your idea of seasons

mad grab's picture

hey daniel,

i read a book about signs and symbols by adrian frutiger and he stated that "pure abstratction can lead to unwanted similarities in logotypes."

It seems like the people on this thread dislike it because they cant figure out what it is. I think you should go with the season idea. looking forward to seeing your progress. keep up the great work.

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