- [Voiceover] I want to go over
what I call encapsulated design.
This is when a logo design has multiple graphic elements,
that all work as a distinct hierarchy
to form the finished design.
This is easier shown then talked about,
so let's walk through the creation of one such
encapsulated design and how I got there.
It all started with drawing.
And in this case it's a symmetrical drawing where
it's the same company that I showed in a previous movie,
called White Hat.
And so I'm creating another iteration, another exploration.
This one, as opposed to the last one,
is a slightly different style of cowboy hat,
but it all starts in drawing.
I create the shapes,
and once I have the shapes created,
I can simply clone 'em, Command + C, Command + F.
And then use the Reflect tool
in order to reflect these shapes,
and then select everything united with Pathfinder
to form the final base artwork.
Now in this case,
the final base artwork for this design looks like this.
This was the brand color that I'm working with.
And now what I want to do is
I want to deconstruct the process
of putting together or designing, or composing,
an encapsulated logo.
Obviously, you're gonna have typography
that's works in with it.
Now based off of the styling
and the movement of this typography,
I have secondary elements that are ornamental
that work to lock everything together
and to start forming that encapsulation of the information,
all the various components.
What's really gonna corral this,
pardon the pun fully intended here,
is the rope frame for this motif.
Since this company's based in Texas,
I'm already kind of giving that Texas vibe
with the cowboy hat and the styling of the letters
for that part.
I'm using a rope motif to encapsulate everything,
corral it if you will,
and to really bring it together as one unified whole
with a distinct hierarchy.
I'm gonna add some secondary information in it.
And this shows what I call an unnested encapsulated logo.
There's a distinct hierarchy.
You read White Hat immediately.
Texas and USA are secondary.
The hat is on par,
in terms of it's visual importance with the name,
but they're right around the same.
But it works as a unified whole,
that's the beauty of this style.
Some might refer to this style as a badge,
or a seal, and that's fine.
It's the same principle,
just a slightly different description that I use.
Now once I have this design,
I can further encapsulate it,
or in this case create a nesting shape
that holds everything within it.
And so you can see that showing here.
And this is the established brand color,
this is actually your parent company logo.
It's an investment firm in Texas,
and they have multiple entities within their firm,
all named White Hat,
but they have a secondary categorization
for what that business model is.
In this case this is there parent company logo,
and here's an iteration of their White Hat properties,
this is for their real estate division,
and then they even have a ranch.
So White Hat Ranch.
And the signage for this was a lot of fun.
It's out in the middle of the wilderness
and it arches over the top of the driveway,
so it's kind of cool.
Now what I envisioned when I gave him an idea
of how to handle the signage,
was I suggested that it would be plasma cut out of metal
and they backlight it.
So at night it would look really nice,
and it has a nice rustic look as well.
And that's what this shows
is their signage in context of their building.
And so that came out well.
That's a good example of the encapsulated logo.
Now I do this for large corporations, such as this,
but I also do it for small businesses as well.
So here's a small business owner in Washington State,
a retired veteran of the military.
And his name of his brewing company is
Forward Operating Base Brewing, or F.O.B.,
that's what that stands for.
And this shows the hierarchy of an encapsulated logo.
I have the primary type.
And if you move the primary type out of context
of everything else,
it's not really gonna make sense or work well
because it's all working together once again
as a unified whole.
What really makes this design work awesome,
and push over to the top,
is to, once again, have a nice nesting shape.
It also plays up the negative space going through the eagle,
it gives that additional context as being a banner.
So I think that works really well.
And it works really well on a colorized background,
such as this.
And on his print identity, his business cards,
we use this background on his business cards
for his business.
So it worked really well.
Now encapsulation doesn't just have to be graphic motifs,
they can be conceptual,
in terms of what you do and why you do it.
So here's a promotional logo for an event
for Lorain County Tourism Board in Ohio,
and it's called Waist High in Walleye.
It's about fishing for Walleye in Lake Erie,
up there in Lorain County
and this was to promote this event.
And I used the nesting shape as a conceptual component
in this design,
specifically a fishing rod and it encircles everything,
encapsulates everything,
and it works as a unified whole, once again,
with the nice hierarchy of type and imagery.
This is a positive iteration,
but it works just as well if not better
in a reverse situation as well.
So we also created some nice stickers
that people could put on their trunks or vehicles
to help support the event.
So it works well in a marketing sense also.
So let's move on to a different one.
And this one is a little different in that
it isn't so focused on a graphic element, like the eagle.
The eagle's part of it, but it's part,
once again, of a unified whole.
It has a distinct hierarchy of elements.
You first read Fidelis.
You might secondarily ready Farm & Vineyard,
or you might look at the icon of the eagle.
It all works, people are gonna read this fully
and understand it so it works well,
it's what I call an open field encapsulation.
It has a distinct hierarchy and a unified whole,
but it's not being held together by a nesting shape.
Not that it couldn't, because it very well could.
Here's an example of doing the same design iteration,
but using a more encapsulated approach with a nesting shape.
I'm playing off of the contour of the bird graphic,
contoured continuation is what I call it.
And it works really well in terms of being a label.
For example, for this client being a vineyard.
So we're gonna move on
and show you an additional encapsulation.
And this is more of what I call a custom word mark.
It's all letter forms,
but handled in an illustrative nature.
So it doesn't have a nesting shape,
but it works really well to hold together
this mark for an interior designer.
Now this interior designer,
she's been on Hotel Impossible
and helps the host to redesign interiors of hotels
to reinvision where they could be going.
So this was for her personal studio,
and I also created an encapsulation of it as well.
And this allowed her to use it in ways
that work well for promotional efforts
as on her website and her business identity,
so on and so forth.
So encapsulation is a great way to utilize
this methodology to pull of design for any type of client.
Here's a private school on the east coast.
This encapsulation of all the elements
communicates really well but there is a little flexibility
if you approach this in a way,
and explore different ways of handling encapsulation.
So this one is enclosed within this shape.
And then this one is the same iteration essentially,
but I've lost that container shape,
but it's still unified in the whole
because it's still encapsulated in essence.
So how you handle it,
whether you use a container shape or not is up to you.
It's gonna depend greatly upon the context of use as well.
But in this case I think it works really well.
So another example is if you're using a modular style,
and we went over modular styles, formats,
for logo design in a previous movie,
is this shows both a vertical and a horizontal.
This would be the horizontal, this would be the vertical.
And what I've done here is I've used an encapsulation,
not to create the primary logo,
but the secondary brand graphing.
So you can use it in any type of context,
in terms of a complete branding system.
It doesn't always have to be the primary or parent mark,
it can be a secondary support graphic
for the greater brand picture.
So keep that in mind as well.
And the last one I wanna show you.
If there is any kind of industry or trade
that really understands encapsulation,
it would be architecture.
They create entire environments that encapsulate people.
So I wanted to capture that essence in their mark.
And so I used an encapsulated type of mark to do that.
And you can see various iterations of exploration.
I created and presented for this client to carry
the idea of an architect being the designer
of encapsulation for those who interact
with his content that he creates and builds.
So for certain types of projects,
an encapsulated motif is a great way to enclose
a lot of visual and textural information
within a well designed container shape.
And really firmly establish that hierarchy,
or unified whole, of elements that all work together
to form a beautiful mark.
You'll see more examples of this type of formatting
in other movies as well.