Sunday, May 29, 2011

Logo Design: Wolfe Landing LLC


Usual logo depictions of a wolf more often than not exude fierceness, aggression and dominance. These themes are very appropriate for sports teams and tattoos. But sometimes, the wolf image is required in a logo without necessarily portraying these themes. For instance, a logo for a real estate company or a home community, which would focus on tranquility, carefree living and comfort. In a project I recently did, I was required to develop a logo for Wolfe Landing. The specifications were very simple: I only needed to have an image of a wolf, and the name "Wolfe" and that it should have a similar feel to earlier logos I made for them (Eden Park Homes and Fairfax Park). Pressed for time, they wanted me to come up with my own design and proceed immediately with vector work. Cool! The challenge I faced in creating this logo was how to portray the wolf in a manner that focuses on the positive aspects that is appropriate for such a company: privilege, freedom, dignity and respect. I knew that I can avoid the ferocity of the wolf by entirely using curves in the graphic (notice that most other wolf logos utilizes sharp lines). I had to select a dignified posture for the head of the wolf and work the curves from there. For the text, I chose Optima as the preferred font, simple yet elegant. I provided them with variations of the same logo. And luckily, they immediately accepted this design with no revision at all!


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