BRANDING A STORYTELLER – Holly Foster Media

BRANDING A STORYTELLER

Creating a good logo requires intense creative thought and a lot of hard work. And let’s face it — it might be small but it needs to be powerful!

… a logo represents and embodies everything a brand, entity, or individual signifies.

Landa, 2019

That one little word – everything – is daunting. I didn’t know it at the time, but it’s probably the reason I’ve been avoiding the job for so long.

My blog has been developing (slowly). Updates have been made — I’ve changed the layout, added a favicon, and revised my posts in hopes of making it better for my readers. But I have avoided creating a logo because I just couldn’t come up with a concept I liked.

You see, I love my domain name. It’s exactly what I want to say at the end of each post, just spelled a little differently. “Until next time” without the “e” in next.

I see it as a thank you. Thank you for taking the time to read my musings. It’s also a promise — if you liked my story, I’ll be back with another one soon. It’s my version of “au revoir.”

But this week it was time to Run to the Rhino, and so began my brainstorm doodling. Over the course of three days I sketched on all kinds of things: notebook paper, post-it notes, envelopes, napkins — anything that was handy. I fashion myself a storyteller, so the sketches included a number of book designs — but that just seemed too clich√©.

Unfortunately, I really didn’t like anything I came up with. They were all boring. I came up empty, except for two things:

  1. Time had to be a part of it.
  2. I had to send the message that “next” didn’t have an “e” so people could find me on the web.

Finally this sketch happened, and it started to feel right. Hallelujah!

And the iterations began … here’s a few of them.






I really liked this typeface, but the Roman lettering is a bit stiff — not my personality. As I scrolled through the list of font possibilities, it hit me. What about a typewriter font? A nod to my writing … yes, that just might work. And a short time later this happened.

That’s it!

It’s multi-layered and a bit of a puzzle, which makes it fun. It unfolds in three stages: first you see the word “until,” followed by “nxt,” and finally as a centerpiece, the “X” transforms into time.

In addition:

  • The American Typewriter typeface says “writer.”
  • The Noteworthy typeface used for the “X” is a great contrast to American Typewriter and delivers a modern feeling.
  • The tan color adds a human quality to the starkness of the black.
  • The tan also does double duty by representing the sand in the “X” hourglass.
  • Using two colors reinforces the domain name until nxt time.

Ultimately it works because it is a reflection of me — the writer, the creative, and the storyteller (no books necessary). It tells my story.

A logo is the smallest canvas for storytelling.

Gui Borchert, group creative director at 72andsunny

untilnxttime …

References

Foster, H. (2019, February 2). Run to the rhino. Retrieved from: https://untilnxttime.com/2019/02/02/run-to-the-rhino/

Landa, R. (2019). Graphic Design Solutions, Sixth Edition. Boston, MA: Cengage.

PTXofficial. (2016, October 21). [OFFICIAL VIDEO] Hallelujah – Pentatonix. Retrieved from: https://www.youtube.com/watch?v=LRP8d7hhpoQ

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