“Good in, good out,” I say.
It all starts out with some research…
I start out looking at other ideas, designs, etc. for inspiration. Then dive into any other reading & research surrounding the topic, industry, audience, etc. In this case, I spent some time reading up on fears – specifically the top one’s inflicting our society. It was super interesting to read about the very tangible fears that top the list … heights, spiders & insects, public speaking, money, death, dentists, flying, snakes, enclosed spaces, mice, dogs, thunder & lightening, terrorism, pain, losing freedom…. But, then dive into another level of fear – the intangible, sometimes hard to name and explain kind. The unknown – no control or darkness, disappointment, misery, loneliness, ridicule, rejection, and failure.
A little dark & gloomy – sorry about that. But after that exploration, I focused on what the theme needed to say and corresponding logo to represent. I found some great motivational lines – “Admit when you are scared.” “Deal with the heat.” “Develop a new frame of mind.”, as well as a fantastic quote to inspire the next steps even though I had no idea where we would end up…
Everything you want is on the other side of fear.
Take it digital
The sketch below is one of the two or three I decided to take into the digial creation stage. In the numerous sketches I did, I realized both “fear” and “forward” had similar characters – “A” and “R” … so I played around with NUMEROUS variations where letterforms overlapped and completed one another. The truth is fear is always a part of actions and moving forward –and I loved how this conceptually conveyed that.
Refine the final artwork
A lot of nitty gritty details here, but the gist is that we presented 2-3 variations of the sketch above.
Walk it out
In addition to the website update, social media graphics, day of programming and other collateral featuring the logo, we also had some fun bringing some fears to life within the context of the theme logo. Its not a common opportunity or challenge to create graphics that evoke an emotional response, so I had to go there.
What do you think?
At the end of the day, the “Fear Forward” theme provided an opportunity to go bold with the design and we all truly enjoyed the creation and design process. We hope you can tell!
Interested in fearing forward with us on your next logo project, brand or event marketing, get in touch with our geeks & creatives.