WHITEWASH STUDIO LOGO CASE STUDY
About Whitewash Studio
THE HISTORY OF THE NAME
The unique, memorable name Marc had come up with for Whitewash Studio was something he had thought up back in high school. See, his first name is Thomas, and as you can probably guess, the story of Tom Sawyer easily came to mind. This is a fun fact about the brand that was intriguing and ended up being used in the design of this logo.
INFORMATION ABOUT THE BUSINESS
The Future of Whitewash Studio
Just like all of my logo design projects, once I understood Whitewash Studio, the target audience, and the project goals, I started off by organizing my thoughts and drawing out thumbnails sketches. Boy, did I sketch. I sketched and sketched!
I spent several days filling almost four pages worth of thumbnail sketches. Some sketches that are there now came later on in the project, but most were drawn during this first week.
Hitting a Roadblock
I realized that Whitewash Studio is the architecture business. It’s what it has been and what it is right now. But what about in the future? If Marc employs contractors, “Whitewash Studio” doesn’t really convey the message of what the contractors do. They don’t sit in an office and draw, they’re construction workers. So there’s potential that instead of Whitewash Studio, this branch could be named Whitewash Construction (or another variation).
WORKING OUT THE DIRECTION
CHOOSING THE MAIN FONT
Once I picked out Futura Medium, I took the skeleton of the W and applied it to the design of the logo mark. With some light tweaking and a little work with the golden ratio, I eventually ended up with a solid structure for the logo.
FRAMING THE DESIGN
BUILDING THE LOCKUP
Now that I had the logo mark, I needed to put together the entire lockup of the logo (mark and name together). Again, I used the golden ratio to build up the logo to create an even, attractive balance.
Now that I had the symbol and the name together, I was obviously missing “Studio” to finish the lockup.