|
|
Design is a small planet, often self-referential, with well-worn paths for
exposition, criticism and analysis. When we contemplated devoting an
issue to self-promotion, we were acutely aware of certain tropes. The
usual way of portraying self-promotion by designers would be to focus
on the projects they use to market themselves and their firms—the
postcards, the tchotchkes, the e-newsletters, etc. But we decided right
away this issue would not be about that stuff.
» Continue
|
|
|
STEP Design 100 Annual 2006: Identity (cont'd) |
|
27. WINK
When designers at Wink first started working on a new logo for Copycats
—a CD and DVD manufacturer—they intentionally avoided a look
that was too retro. Many of the CDs the company produces have a ’50s
or ’60s feel, and Wink wanted to help the manufacturer stand out with a
more contemporary look. But when they presented 5 or 10 initial logos,
none of them connected with the company’s owners. “We went back to
the drawing board and designed to the personality of the company,” says
Richard Boynton, designer and partner.
The result is a retro mark that takes cues from vintage manufacturing
logos and record company labels. Designers dug through
old books and phone books to find examples of both. Then they
looked for common elements, which turned out to be the use of
badge shapes and script fonts. These were combined with a lightning
bolt to symbolize the company’s speed and a weathered black
color to indicate age. Joshua Wert, one of Copycats’ owners, says
the logo “has been a huge success.” Growth plans are on track, and
unsolicited compliments have been flowing from just about everyone
who comes in contact with the company.
Michelle Taute
Wink
CREATIVE DIRECTORS: Richard Boynton, Scott Thares
DESIGNER, ILLUSTRATOR, COPYWRITER: Boynton
PHOTOGRAPHERS: Copycats
CONTACT: www.wink-mpls.com
|
|
|
|
|
WEB-EXCLUSIVE CONTENT!
