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* wordMarks * A good wordmark is pivotal in the establishment of a company or product name. It is usually wise to place more emphasis on the presentation of the wordmark than on a graphic or abstract logo -at least until a strong association between the name and logo has been established. A wordmark should be appropriate, original and distinctive or, to use design-speak, "ownable". The latter is often neglected in favour of the use of mass-produced typeface resulting in a weaker branding. Usually, the only way to achieve a strong wordmark which you can call your own is to customise the typesetting or do it by hand. Some good South African examples of the latter are the Appletizer, Bokomo-Weetbix, Vinolia, and Safmarine wordmarks. Of course, the best known hand-drawn wordmark world-wide is Coca-Cola. The
old BLUES Cafe signeage along with one of my proposals. The old
design had a boring shape which didn't fit, looked too busy, had
extremely poor lettering and confused the existing BLUES branding
which has each letter associated with a patch of colour:
A
very lively monogramme for ASHWOOD Natural Products of South Africa.
This logo was designed by the Graphic Shop for a music shop at the V&A Waterfront in Cape Town. The rythm and verve of the lettering struck just the right chord with the illustration.
Branding
for a "wickedly decadent" ice-cream shop; with Tan designs:
My aim here was to create something which looked personal, confident and stylish:
I cant remember who I did this for, or even what sort of business it was for!:
Branding for a nutrition project in Kwazulu-Natal which encourages
the the growing of certain vegetables. My aim was to portray health
and growth. Art direction was by Trish Carey of the Medical Research
Council:
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