Eric Coates brand traits included Traditional, expression and patience. A traditional letterpressed invitation inspired us. The ink spilt out and absorbed into the paper created these detailed and inconsistent edges to each letterform. We decided to use a serif for the traditional qualities and designed a custom made inky letter faces for his logotype.
The letter styles gave the logo a more raw and human feel with the rough edging. With the use of capital letters, it formed an invisible top and the bottom line. A much need contrast from the detailed busy edging each character presents.
I experiment with the thickness of each character within the development process. The more detail and differentiation each character exhibited, helped capture inky feel and made the design feel authentically unique and less like a computerised design.
We choose for Eric Coates brand a blue as a primary colour for it’s cooling, calming qualities a little nod towards the idea of patience. We’ve nicely compliment the primary blue with as secondary colour – burnt orange with tan hues selected to evoke a warming, calming joy and glow qualities.
methods + approach
Once you have had sufficient time to look over the designs. On a booked in zoom call, we will discuss and evaluate together. This is a safe space for clients to voice their honest feelings about the design. Such as, things they liked, don’t like and what they would want to see differently on the next reversion. I do put my designer hat, judgements and feelings to one side, to see it from a clients perspective.
I have realised that not all feedback is constructive and or actionable. We really have to get into the specific for feedback to work. It can be frustrating for some clients to articulate effectively on how they feel about a design. It is not the client’s job to be good at this either, but I still need quality feedback to move forward.
At this stage, I have to read in-between the lines and play a detective to seek out more information by asking questions. Because general statement such as I don’t like the font, could mean a range of thing. Such as, too thin or too bold, one letter looks weird and or not having the right feel you wanted etc. There are many reasons why something might not be right for you. But with my focused questioning, we can pinpoint the specific root of why.