You probably will think that I am just saying this to say it, but I will say it anyway, and I will mean it. This is one of my favorite projects I have ever worked on! Logos can be so tough, in my opinion, logos are the most difficult of all of the graphic design realms. A designer needs to create one easily recognizable, visually appealing mark that represents an entire entity. That's a logo.
When the Greater Atlanta Modern Quilt Guild approached me about creating their logo, I was pretty psyched. Who doesn't love quilts, and if you Google "modern quilts" as I did, WHOA! A graphic designer's fabric dream come true. These quilts are bold, colorful, eye-catching, and completely gorgeous.
In conversations with my client, I learned that they were looking for a logo that represented modern quilting, but also represented Atlanta. Reading between the lines, I knew exactly what this meant: THE PEACH. This was the first, and only, time that I winced during the project. I mean, have you ever been to Atlanta? Every other street is named after the peach tree. Really, what other way is there to represent this beautiful city, aside from the peach tree? Well, my client did mention highways, so there was that direction as well. The highway direction was an interesting one because this is the greater atlanta guild, which encompasses a larger area than say, the Atlanta Quilters Guild.
I began researching, which was completely fun. I took a few weeks to let the ideas flow, it so happened that during this time I was in NYC for a few days. I went to MOMA and kept this project in mind as I went from gallery to gallery. In particular, I focused on colors and left the museum with some neat color combination ideas for this project.
Soon after I returned, I began sketching any idea that came into my head, creating a couple pages of pretty rough ideas in my sketchbook:
During my online modern quilt research, I came across one quilt in particular that really struck me. It had a repetitive circle pattern that I thought I might be able to use for my peach concept:
At that point, I decided to do a few tight drawings of the three initial conceptual directions for the project—the peach, the highway, and a third, which would be another tie-in with Atlanta. I literally took pen to paper, choosing to stay off the computer as long as possible for this project:
The two ideas on the left are based off that quilt I had seen, the circular pattern, I decided, would be a perfect way to integrate the peach, without making the peach too obvious. I am fairly certain that there are zillions of companies/organizations in Atlanta that use a peach in their logo. My main mission was to use the peach in a clever, subtle manner. I really think that these two ideas accomplished that rather successfully.
The idea on the top right is my highway concept. I used a pieced together highway, a nod to pieced together fabric in a quilt in this design, and wanted the road divider to double as a quilting stitch.
The idea on the bottom right is the third concept. I had researched different modern quilting patterns and a lot of them were boldy colored free style type patterns made up of colorful squares. I thought it would be neat to do something like that and bring in an A for Atlanta. I sent the three drawings off to my client and waited for them to review the ideas.
I was thrilled when they came back to me and said that they were thrilled with the peach concept that I had presented. We decided to go with the bottom layout, it is more contained for social media and looks a little more integrated with the type below the image. Their only concern was that the yellow of the background ellipses wouldn’t stand out.
At that point, I went onto the computer and tested out some fonts and some different color ideas. I wanted a modern font, so sans serif was the resounding choice. I selected Futura for the font because it is so elegant and modern, just like the quilts.
My client mentioned that they might want a blue color for the background ellipses, so once I ironed out the font, I tested a few shades of blue. The trick was trying to find a blue that nicely contrasted with the peach color of the peach, but didn’t share too close a value with the green of the stem. The blue in the middle logo below accomplishes everything perfectly, we had our logo!
I am so excited for the Greater Atlanta Modern Quilt Guild to begin using this beautiful new logo!