Life Art is a business that works with performance artists to deliver headshots, lifestyle photos, original monologues, and acting reels that showcase its clients’ unique strengths. When the artistic director of Life Art approached me to design his company’s logo, he had specific ideas and notes he wanted to incorporate, so the design process was very interactive from the beginning. During our initial phone discussion, we discussed the essence of the company’s work. Here are some of the words and phrases that emerged over the course of our conversation:
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timeline
life
moving forward
spirituality
digging below the surface
water ripples
sand dial
clock
sun
He had some suggestions for a tag line as well, and wanted to see versions of potential logos both with and without the tag line:
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Making it count
you are here
the time is now
He also mentioned a preference for certain colors:
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green
manilla
yellow
red
blue
I sketched a few ideas with pencil and paper, trying to combine the abstract notions of time and the evolution of an individual’s life with the beauty of art and nature.
One of my ideas involved a single water droplet rippling outwards, symbolizing a life’s artistic impact on the world. While I liked the concept enough to experiment with it in Photoshop, it didn’t work as a logo because the upside-down text wasn’t easily readable at a glance.
Another idea I had turned the concepts of a timeline and moving forward into a simple multi-colored arrow graphic. It was so strongly directional, however, that I was concerned it would confuse the observer, who might try to find the object at which the arrow was pointing.
I decided to go with something less linear that still referenced time and nature: the sundial. For the tag line, I chose “The Time is Now,” which both ties in with the sundial and prompts potential clients to take action.
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