Note that any of these logos would be exceptional
solutions if there was no pattern incorporated into the design.
And while not every design calls for surface
treatment, I think you'll agree with me that all
of these designs have an enhanced story and
better target their specific market because of this treatment.
Here, the use of simple decoration, knocked out of or embedded
in the design, gives each of these a sense of finesse.
The guitar pick and butterfly for this female country artist start to
express a bit more of the musician's own personality thru the decorative elements.
The decoration on this skyscape reflects
the aesthetic of the individual buildings to
demonstrate diversity of personality while making
the overall design more interesting to examine.
A much more complete story.
Sometimes the pattern itself can be the surface of an identity.
There is no mandate for pattern to be dropped into a shape.
These solutions are whimsical and effective because the pattern they are
composed of are unique to each of the subjects being introduced.
A skull is crafted from a delicate, elegant brocade
to diametrically counter the brute subject of a Jolly Roger.
Von Glitschka builds this tattooed face out of elegant yet tribal patterns.
And this mark for South Ural, crafts a perfect mountain scape tooled
out of indigenous pattern flora and fauna from that region of the world.
How much more interesting all of these are,
since pattern is an integral part of the design.
Not terribly unlike the Unilever logo, created
by Miles Newlyn, these marks too rely on
the imagery to create the surface, as opposed
to simply applying a pattern to a shape.
The selection of content helps to tell the client's story.
A bird composed from a symphony store house of
musical instruments pecks with her beak at a single note.
These amalgams are interesting in that most
clients might tell you everything that they,
are you'd be expected to boil down and refine these thoughts to a single image.
The single image is the container.
But still, there's room for every detail to be part of a larger story.
These logos too are amalgams of many items, but
they focus on a single category for their composure, creating
the external shape from many pieces, again, but showing
diversity by color or scale as opposed to subject matter.
If your client is wishing to demonstrate strength in numbers and the power of a
team focused on a single objective, this may be a perfect approach