Notes Logo for Sundin Bulk

Creating a new logotype for a business is one of my favourite challenges to do. Here’s a recent one I did for Sundin Bulk, a two people haulage contractor. With a small budget, the client was looking for something simple and professional. Deviating from how the competition look. The logo should help emphasise a professional and serious company. Something for each employee to carry with pride. (figure: sundin_bulk-business_card.jpg caption: Business cards – back and front – for Sundin Bulk.) (figure: sundin_bulk-tshirts.jpg caption: How the logotype could be printed on t-shirts, playing with the length of the logo.)

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Notes Behind the scenes

This website is managed by Kirby CMS, running on a Linode server with Runcloud installed. Images and assets are on KeyCDN. The source code is in a private Bitbucket repository, set up with automatic deployment. I’ve written every line of HTML and CSS myself, and almost all of the javascript. According to a quick Pingdom-test, the site loads in 455 ms from Stockholm. Faster than 97% of the tested websites. (Yes, the numbers are worse from other locations, e.g. 2 690 ms from California.)

Yes, I like these nerdy details.

Notes Opinions on the NA-KD logo

As with every other nerd, the urge to “correct” things you consider wrong is strong. Well, I decided to do a little 30 minute exercise out of this. And at the same time educate and spread my views and opinions. The logotype for fashion company NA-KD is one that’s been nagging me a bit too much. With a max of 30 minutes, I decided to improve on the things I consider the most obvious. Only focusing on the logotype. (figure:nakd-1.png caption: Original NA-KD logotype, © NA-KD. Highlighted here are the areas I’m going through in this post.) ## My improvements Since this is a short exercise, I’m only highlighting the most obvious mistakes. The logo is not consistent, varies in optical weight and lacks optical compensation. (figure:nakd-3.png class:Figcap--marginalia caption: Separating the angled stroke from the stem, to avoid the horizontal line created.) With not being consistent, I mean that the top of the A should be in line with how the top/bottom of the N looks like. Since the A is more unique, I decided to incorporate that in the N. I’m also not a fan of the horizontal line created on the K, between the stem and diagonal strokes. The touching-not-touching part. With a bit of distance, it looks a little better. To make it more balanced I’ve also made N, K, and D more narrow. And the A is slightly wider. (figure:nakd-2.png) The end result is a more coherent, balanced logotype. Each character looks related to each other. The whitespace between and within each character is also better balanced, but not perfect. (figure:nakd-4.png caption: With my improvements, the NA-KD logotype could look something like this instead. The width of all the stems and strokes aren’t perfect, but I had a limit of 30 minutes.) I hope this gave you some useful information, and some practice on how to look at the details. **Bare in mind.** This is an non-solicited re-design. It’s easy to look at things from the outside, like I’ve done. I haven’t been in the room, taking part in any discussions. Sometimes, the client is very decisive. Other times, the end result is as intended.

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Notes If you can design one thing, you can design everything

That headline is an often referred quote from Lella/Massimo Vignelli. And I … sort of agree. There’s always more to it than meets the eye. But in the sense that design is all about solving problems, then, yes. If you can design one thing, you can design everything. The skill is to know how to solve a problem. What perspective to take into account. But some design related professions require more knowledge than others. And where does design start and where does it stop? So yes … and no.

Notes Basic latin Slab No. 1

I am currently designing my first typeface, the open-source font Slab No. 1. Here you’ll read about the process and the reasoning behind.

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Notes Carl & Fernando

Me and my good friend Giovanni Vivanco are both designers eager to create. As a way to feed ourselves with new challenges, we started a bi-weekly show and tell.

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