Though we discuss gradients elsewhere in this lesson, utilizing this treatment on
these marks is not about trying to give dimension to a surface.
The use of gradients here, is more about conveying a process, often
by a color shift from one side of the spectrum to the other.
It maybe the idea of a process that takes you from warm
to cool, or it may be about transitioning from one season to another.
The correct name for transitioning from one color to another is a split fountain.
This is a phrase derived from the print industry, when
two colors have ink or loaded on opposite sides of the
same press head, for a few magical moments the colors
would start to blend in the middle, creating a vibrant transition.
That's the exact reason these logos take advantage of this.
They all express, for the client, a vibrant transition.
Keeping with this theme of irregularities, marks that appear to have been
crafted with watercolors certainly express an imperfect human touch we're called for.
The surface treatment allows these logos to
really stand out in a crowd of perfection.
The way paint goes down, it creates unexpected transparencies that
express dimension and texture that lifts these off the page.
Note that most of these use the watercolor effect for the dominant image, but that
they blend typography or vector imagery with them,
to confirm that these are in fact logos.
I'm especially fond of this kangaroo, which is ony
one of a series of animal marks by Paradox Box.
All of these use spilled coffee to create the mark for, what else?
A coffee shop.
I'm no expert on textiles, but we all live in a
world of vibrant pattern associated with the clothing that we wear.
And we make assumptions about various patterns.
Quiet plaids may be hipsters, while deep
vivid tartans certainly conjure the Scottish Highlands.
A great argyle may be reminiscent of vintage golfers or a preppy wannabe.
Dayglow florals might evoke a hippie and granola culture.
I think you get the idea and could see how deep this list could get.
These patterns may serve as the complete surface of
the mark, or they could just be used for critical.
On this monkey logo for a coffee company, we see a plaid, but in fact, this area of
the mark is designed to be changed up using
different textile patterns to reflect their various coffee products.
In Scotland, every family name has a unique tartan that represents their clan.
When McCoy Realty requested a logo, it was a simple step
to identify them with a pattern tied to their family for centuries.
As we discuss background treatments, we have to look at new patterns as well.
These marks have been filled with digital solutions
utilizing geometric transparencies that reflect a bright contemporary message.
These are a bit like creating a modern stained glass peephole
that gives the consumer an insider's
glimpse into a corporation's visual aesthetic.
The personality for each of these could
be honed to reflect your client's brand message.
By offering a way to break up the color, these designers have found
a way to remove the visual tension
associated with large fields of flat color.
Because they're incorporating transparencies, these
also give the impression there could
be an inner light or glowing warmth associated with your client.
Last on our list of treatments is the king of imagery.
Filling with photography is a very demanding
solution because it can be incredibly literal.
Photos can be so domineering that they often will
trump whatever the shape is that is being filled.
This requires a careful balancing act.
You need to establish whether the design or
the image is more important in the hierarchy.
The upside of this technique is there is
no questioning what you're looking at with a photo.
It is what it is.
In the spaces solution, by Tokyo Design, a series
of different images are rotated out for various exhibits.
What better way of showing the gallery is ever-changing?
In the Math as a Second Language mark, the designer is
using an image of a pattern referred to as a phyllotaxis.
It's seen here as the center of a flower.
And it's the same mathematical pattern nature uses to create a pine cone.
I think that the photo was used brilliantly
here to connect a challenging subject with real life.
We've investigated just a few of the many ways to treat the surface of a logo.
Until now, you may not have considered the use of this
prime billboard to tell an even deeper tale for your clients.
To make these solutions truly work, they need to be a perfect fit.
Be conscious of the appropriateness when electing to use a surface treatment.
But also be aware that this may be one of the best ways to
break through the clutter and tell an
additional story that consumers may never forget.