You may have noticed a gold symbol on my website and social media accounts, this is my logo and the start of my own brand. Designing a brand for yourself as a designer can be more difficult than designing a brand for somebody else as you have to be more self-critical and more analytical without the feedback of anyone but me, myself and I. In this post I discuss my brand name reason and the conceptual theory behind my logo design.
Choosing the name
When I first considered what to identify myself as I remember reading Duncan Bannatynes autobiography and why he decided to brand his businesses with his own name. He decided to brand his gyms with his name because if anything went wrong it would be on his names reputation, it shows confidence in what he is able to provide and should criticism arise to correct the problem that caused the negative feeling. I was inspired, I considered it to be a noble and great idea so borrowed the idea.
Considering the concept by Mr Bannatyne , my initials JAW and my profession as a specialist in communication design, I took them both and used my initials in a literal sense of “jaws” that we use to speak and communicate. This was the basis of my idea, to inco-operate a mouth into the design of the logo. My name would be “Jawz of design”…
I decided to begin playing with shapes, shapes that could convey a simple modern idea but with traditional influence. I worked with several shapes but decided upon a square, a shape that is very symbolic in many countries with similar symbology of perfection.
A square can also represent accuracy, integrity and righteousness. After I delved deeper into symbolic meanings it believed that the four sides of the square represents aspects of human inspiration. Angelic, diabolic, human & divine. It has been believed these four elements underscore the potential duality in everything and encourages balance.
All of these elements combined invite us to do precisely what the square implies :
Implement a plan
Build on that plan
Manifest ideas into our reality
The square is a balanced plan that allows creativity to flow without risk or error thus the square was chosen
Drawing on the concept
Having established I wanted a mouth and to use the square I came up with some very basic sketches ( see below ).
I then chose my favourite few and developed them further. No 14, 15 & 16 where my favourites as they were less literal and quite tribal looking. I also liked the idea of the long hair/antenna like line, representing the flow of creativity coming from the square.
Considering whether the logo should be flat or a cube and whether to include teeth or not was also something I considered. After careful consideration I decided to leave the teeth out as it would have looked less professional.
Colours have psychological meaning and depending on the part of the world you are from can have greatly different values so I did some research. I wanted my logo colour to appeal to the vast majority of the world not just my country and I discovered that the colour gold had the most positive impression with the most of the world.
The colour gold is the colour of success, achievement and triumph no matter where in the world you come from. It can be associated with abundance and prosperity, luxury and quality, prestige and sophistication, value and elegance. It is also said to inspires knowledge, spirituality and a deep understanding of the self and the soul which I like to sometimes write about in my blog. To read more about the colour gold please click here.
A year later I altered my name
I felt using a z instead of an s in the JAWZ section of my brand was what creative people do who are trying too hard to be different and I didn’t want to be Jaws otherwise I would make people think of a deadly killer shark! I decided to make it simple and called it JAWilson Design instead, my name so it still kept the idea that I borrowed from Mr Bannatyne for his brand and ending it with the word design to easily identify what the website was about ( which also works well for seo ).
It took quite some time to develop my own identity, although a logo is small and “only” one image a client must remember that it needs to be adjusted and developed and given some time to reach its perfected state.
A good branding identity will look so effortless that those who are not from creative backgrounds will look at it, recognise it and even be influenced by it ( apple ) and believe it is “easy and simple” but the truth is the best logos MUST be developed and at least a few iterations of the original design produced before reaching its final destination.
If you require a conceptual identity please get in touch and we can discuss your requirements further.