Logo design is something I've generally stayed away from in the past. There tends to be a lot of cooks in the kitchen and they all know how to make the dish. It's almost more about marketing than anything to do with the book and I'd rather stay away from that noise. But in the last few years, this year and last specifically, I've been getting back into them and really enjoying it all. I've done a number of logos for DC this year and they were an absolute pleasure and entirely in my wheelhouse.
Okay, that's great Steve-O, but what does that have to do with this Family Tree cover over here?! Well, I don't know, but I was already lettering Family Tree when Jeff and the gang asked if I wanted to handle the design and logo, too. Spoiler, I said yes. The first issue was done and I had a good idea on the tone of the book and what everyone might be into so I cracked my knuckles and came up with a few ideas.
I always show a few ideas. Anywhere from 3-6 is usually good. Sometimes I show 1 and that ends up being a mistake. Never show 1 idea. It's probably not as good as you think it is. So, I showed a few and most of them sucked, but everyone dug the one we ended up using. I found a font I liked, made some adjustments, staggered the letters in a pleasing way and then I stared drawing little branches--or roots, whatever--coming up from the bottom of the letterforms. Side note: I dig logo's that have a story element in them. Like how I made the Frogcatchers logo look like frog toes. Or the tentacle in Plunge. So--branches! Freaking brilliant!
Then we lay it out and try a few different options. The creative team and Will, our fearless editor, keep throwing notes at it. Jeff keeps saying make it bigger. Bigger. BIGGER! So, I do. Then, I think it was Phil says he wants the branches, or roots, or whatever coming through the cuts I made and really gelling with the logo. Then I'm thinking to myself great idea, but it's more work, and there's cold beer in the fridge I'd like to get to. But before I even have to try, Ryan says he can handle it. He colors the book so it makes more sense anyway. Teamwork makes the dreamwork, I say. He knocks it out of the park and makes it look easy.
And that's it! I hope you were paying attention cause that's how you make a logo. At least this one. Mileage may vary.