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.
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:
very lively monogramme for ASHWOOD Natural Products of South Africa.
Design: Cecily Rocher.
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.
for a "wickedly decadent" ice-cream shop; with Tan designs:
aim here was to create something which looked personal, confident
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
Events, too, require branding. When I designed the the scroll
presented to President Nelson Mandela in 1998, we used the lettering
from the scroll on posters, banners, media communications and
invitations. It was most unusual and effective: