From Pencil Sketch to Pristine Logo

"Stu" from Pristine Video Productions

Event photography is always difficult – trying to capture every special moment at a wedding or graduation without ruining it – any photographer will attest to that. There is a skill in capturing the image before it passes. But if snapping beautiful pictures is an art, creating nice video footage is pure genius (I know this from the many hours it took me to create a very short and rough YouTube clip). But that’s the daily grind for the crew at Pristine Video Productions, in Narooma.

Unlike their stunning flicks, however, their corporate logo left a little to be desired. In May, Lorraine Boggs contacted us about creating a new brand mark that was a “fresh, light and breezy”. She had seen our logo and signage for the Amooran Hotel and wanted us to try our hand at a new logo for Pristine Video.

Amooran Oceanside Logo

The logo we created for Amooran Oceanside

At first, we juggled a few different concepts around – the Glasshouse Rocks (a landmark of Narooma), a purely typographic wordmark, a “play” button – I filled several pages with quick-and-dirty pencil sketches before developing a few concepts.

Pencil Sketches for Logo Design

Pencil Sketches

Pristine-Logo-1-mono

A Jon-Contino-Style hand-drawn logo concept

 

Pristine-Logo-2-colour

A concept based on the Glasshouse Rocks

 

After plenty of discussion, we decided to pursue a “tree of life” concept, rather than the Glasshouse Rocks, which – although locally relevant – may not be familiar to clients further afield. Lorraine sent a few images that inspired her and her husband Stuart:

Tree of Life 1

Tree of Life 2

Original Artwork by Artist Chris Chun

 

Tree of Life 3

Tree of Life 4

Here’s the first tree design we came up with:

Pristine Logo Concept

Pristine Logo Concept

Although nice and clean, this concept looked a little too “dead”. Lorraine wanted something more leafy and alive. This time we started with a painting:

Tree Painting

and developed it into a logo:

Pristine-Logo-Colour

Yes, this is a vector (if any graphic designers are wondering)

Lorraine and Stuart were happy with this final version. For the lettering, we used the typeface Carolyna Pro. It has a certain “wedding” look to it, which was just right for Pristine.

Carolyna Pro

Just as I was working on this project, the liquid amber (sweet gum) tree out front began to look a lot like the symbol on the Pristine logo. Unfortunately, I didn’t capture the moment, but here’s what it looked like after a rain in the night:

Liquid Amber Leaves, Oswald Street, Inverell

How to “Sharpen” a Cove Edge Inside Corner

Shel Israel

Shel Israel (Image courtesy of Google+)

“It is amazing to me how the most mundane topics can come to life by stories that explain the challenges, details, process and pride that go into almost any work or craft.”

Shel Israel

These words could apply to a wide range of craft work, but Israel happened to be writing about the sign making trade, and – more specifically – referring to this very blog in its younger days. And so, in keeping with an esteemed tradition, here’s a bit of down-to-earth, nitty-gritty shop talk. This little photo series demonstrates how we “sharpen” an inside corner, after routing a cove edge with the hand router.

Then, of course, you have to repeat the process again for each inside corner. No wonder so many signs in this world are rectangular!

Fancy Shaped Sign for bridal shop

On this double-sided specimen, I had to “sharpen” twenty-four corners! I would love to replace this image with a beautiful photo of the sign, hanging from the building. It’s in Seattle. If you happen to pass by, please snap a picture & send it through!

 

It takes a little extra time to “cut-corners”, but it sure gives the sign a nice, crisp look.

Street Art & Sign Art

John Claridge Photographer

John Claridge

“I’m for Street Art but not the defiling of beautiful things”

Said London photographer John Claridge. I have to say that I agree with this sentiment, as many of us would. A creative wall mural – whether commissioned or not – can brighten a derelict warehouse or a forgotten concrete wall. But when a beautiful building or sign is used as a substrate for a hastily scrawled tag, something is amiss. Since ancient times, sign-makers have had little tolerance for graffiti, especially when it adorned their own work.

Today, however, the line between sign art and street art seems to be quickly blurring. I first noticed it a few years ago, walking down King Street in Sydney’s bohemian Newtown district. A colourful tag caught my eye. When I looked closer, I noticed that this was not a artist’s tag at all, but the name of the cafe “Istanbul on King“. The lettering has all the hallmarks of graffiti, but technically speaking, this is hand-painted signage as much as anything else is. Although I’m a traditionalist when it comes to letterforms, I must admit, there’s skill and artistry in this highly embellished type style.

[John Claridge] does not see any absolute distinction between graffiti and graphics, both are representations of language – whether graven on walls or painted on fascias
Spitalfields Life

Graffiti-style Lettering, Istanbul on King

In a recent chat with graffiti artist Christian Griffiths (he prefers to be referred to as “Sauce”), we discussed signage, murals and graffiti. I asked about the ‘gentrification’ of graffiti:

There is absolutely a growing acceptance of graffiti-style art and typography. That’s the idea with my studio in Murwillumbah. If you walk into Ikea, you can get graffiti-style photo frames. It’s everywhere. Of course, our Australian cities are quite far apart from each other, and there are big differences in attitude. Melbourne is definitely the most open to this style of art. I have friends down there who keep telling me “Come to Melbourne, you’d make a good living here”. The graffiti scene is part of the tourism down there. Murwillumbah is a fairly large town, but I can only think of two shops with hand-painted signage, and one of them is mine. Everybody is switching over to the digitally printed stuff.

Christian Griffiths (also known as "Sauce")

Christian Griffiths (also known as “Sauce”)

A far cry from a spray-can-wielding vandal, Griffiths is one of the new breed of graffiti-artists who use their skills for a wide range of professional work, from signage to murals and even logo design. He’s just as adept with a brush dipped in acrylic artist paint, as with an aerosol can, although the name of his business – Aerograffix – gives a hint which medium he prefers.

I first came across Christian’s work after seeing this rather unusual message on one of our notice boards for a Queensland school:

Strange – I thought – they normally keep a lower profile. And what was a graffiti artist doing at a school?

 I go to a lot of schools and do workshops. At high schools, this often involves painting a mural, but with primary schools I paint the mural and it often tends to become a demonstration exposing young creative minds to an art form they may not have witnessed in the flesh.

But how does he steer this creativity and enthusiasm towards legal activities?

We have to ask the question ‘Why do young people want to do graffiti?’. The authoritarian approach [to reducing vandalism] doesn’t seem to be working. I think it just pushes the scene underground. Creative young people really need an outlet to express themselves. Numerous studies have shown that when they have a legal outlet for their creativity, the illegal activities are greatly reduced.

I often make the comparison that a lot of towns have skate parks now. If you like skateboarding, that’s where you go on the weekend, but what if you like painting? Is there a place for that? For me, painting is my profession. I’m just as happy using an aerosol can as a brush, and I keep pretty busy.

Everyone is familiar with the artist known as Banksy, but who does Christian admire in the mural world?

I enjoy the work of Daim from Germany, John Pugh from the USA and Marc Spijkerbosch from New Zealand

DAIM mural in Germany

One of DAIM’s recent works

And now, for some of Sauce’s work:

A Mural at a Queensland School

Mural at a school in Queensland

A Mural at a Queensland School

Graffiti-Style Sign

Is it Graffiti, mural, or signage? I think it’s a bit of all three.

Sauce also designed the identity for Mooshka Restaurant, in Sunshine Beach:

Graffiti Logo on Fridge

Mooshka Graffiti Mural

Mooshka Restaurant Sunshine Beach Queensland

Mooshka Restaurant Graffiti Menu

To end with, I had to include a final example of “high-end graffiti” (by Artsigns, in Toronto Canada):

Graffiti-style Wall Letters

A response to this post from muralist John Pugh:

With the exception of Academe, I attached a few more recent mural images — might be good to use newer murals (I would like that). Good luck with your blog. – John

Blank Concrete Wall

Blank Concrete Wall

 

Mural in Process

Mural in Process

The Finished Work

The Finished Work

 

Thanks, John!