WTF IS ICONOFLAGE?

Let me explain…

Through the month of October, I started to publicly share a personal project of mine that I have dubbed “Iconoflage.” It’s been really fun to share something I have enjoyed doing for quite some time now, but I realize that there are a lot of people that still don’t know WTF is Iconoflage.

How did start?

It originally started as simple doodling, drawing random iconic shapes like cars, people, hands, letters, etc. and filling the white space with indistinguishable shapes. Now, these projects have evolved into having more of a purpose where I am fitting shapes together that build up the meaning behind the logo, word, or image it fills up.

What is Iconoflage?

Essentially, I fill or surround a specific shape (logo, lettering piece, etc.) with shapes related to the topic or brand. Each project is done by hand without planning other than what shapes will go into the piece.
It’s like doodling, but with attentiveness.

How long have you been creating Iconoflage?

I have been doing similar sort of work since high school or college, doodling on my school notes or what-have-you. In 2009, I started making “pieces” with it. The first large-scaled piece I did was filling an entire 24” x 36” sheet of drawing paper, and later, I filled a skateboard deck.

Fast forward to 2015, when I did my first client project for Old 99 Brewing Co. in Roseburg, Oregon.
This year, I have created a couple pieces for my fellow designers. One for Terence Tang, of TinLun Studio, and the other for Daniel Palacios of Highpulp Studio.

What do you want to do with Iconoflage?

After doing a few client projects, I’m just now starting to see the full potential of what was originally a personal project. There are a lot of possibilities for applications of Iconoflage.

Several that come to mind are framed pen pieces, murals, car wraps, t-shirts, shoes, publication artwork, music album artwork, collaborative projects with my fellow designers and letterers.

The clientele can vary from a freelance designer who would like to have a unique piece done of their logo, to a corporate apparel company needing artwork for a special edition clothing line, to a startup business wanting an inspiring mural in their office, or a store wanting an exterior graphic that will grab people’s attention as they walk by.

Seriously, I’m just getting started.

Why are you going to put more effort into building Iconoflage?

As a designer, I know the best way for me to stick out is to find work I enjoy doing that people also appreciate. Iconoflage is my niche that I have enjoyed doing for years that I haven’t done much with, but as I start to see the potential for it and the interestingly various potential clientele, I realize I have something unique I can share with the world.

Are you going to stop designing logos?

I’m not going to completely stop my logo design work. In fact, I’m starting up a logo design project for a client at the time of writing this.

Logo design is still something I have a passion for. It’s important for meaningful brands to have meaningful visual identities and I enjoy solving that problem, but I understand I can easily get lost in the sea of logo designers and agencies out there and I need to find my special place in logo design for me to shine in the industry.

What’s your next step?

Aside from the client work, I’m basically going to flip the way I have been creating and sharing this past year. I’m going to share more of my Iconoflage work so more people can see and enjoy it. This should also get the attention of potential clients and allow me to do more work doing something I have enjoyed for years.

I will continue to design logos and share some of the process, but keep that work mostly in the background. I really want to finish [50 States 50 Brands](), it just might take me a bit longer than I had originally planned.

My ultimate goal right now is to become a full time freelancer. By sticking with only logo design, it would take me quite some time considering how large the field is. By niching down to Iconoflage for the time being, I immediately stick out for something that is uniquely my style.

I know there are going to be some bumps in the road as I make this shift, but I also know it is going to be completely worth it.

Do you have any other questions about Iconoflage?

Let me know below.

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