Moxie Cupcake wanted a brand that would balance the "cuteness" of baking cupcakes with the boldness & spunk inherent in the name. I wanted to create something punchy and simple that didn't follow the same-old "soft pink, thin fonts" trend of most cupcake brands.
DC Indoor Golf
DC Indoor Golf is an indoor golf facility in Poughkeepsie, New York. For their logo, I created a visual double entendre with "Indoor Golf". The logo can be interpreted both as a ball rolling into a hole (with the flag still in it) or as a cracked open door with a knob.
A compounding pharmacy with locations in Saugerties and Woodstock, New York. With a pharmacy, the de facto representative graphic is a mortar & pestle. Pushing the boundaries of that concept, I wanted to leave behind the standard looking versions of that idea, whilst also incorporating the sense of health, nutrition, and environment inherent to compounding.
Modern Construction Services
Everything I needed to know is in the name. The owner wanted something (obviously) modern, sleek, and professional; something which would transfer well onto his trucks and equipment and remain recognizable/unique. I wanted to add a touch of cleverness, so I formed the buildings in an M shape.
Eight Seven Media
87 media is a media firm out of Long Island, New York. Because there was nothing that could be physically represented from the name, and given the leeway a designer has when creating something for any company in a creative field, I went with pure abstraction on the name/numbers.
Poughkeepsie Ice House
A restaurant/bar in Poughkeepsie, New York. The concept is fairly direct – it's intended to resemble ice bricks. That's about it.
A pharmacy out of Manlus, New York (just southeast of Syracuse). As with Village Apothecary, I felt like a mortar & pestle couldn't not
be used. That doesn't mean I couldn't make it unique and/or have a particular visual flare. Abstracting the M and keeping with an earthly color scheme seemed a clear way to go.
Mark David Interiors
Pretty simple/obvious concept. Simultaneously represent the initials of the eponymous owner's name while also representing the concept of his work.
The Mill Restaurant & Lounge
A restaurant in Poughkeepsie, New York. There's nothing "cleverl" about the concept here; just an attempt to design based on the feeling the owner wanted the branding to emit. The mark is an amalgamation of an actual mill and the actual building of the restaurant.
CrustNation is a news source for the New York City nightlife/music scene. "Crust" as in that which builds in your eyes when it is so late that you should be sleeping but are instead enjoying yourself. The logo is an attempt to make that notion clear.
There's really no way to directly represent the concept of a liposuction company without being tasteless, so abstraction seemed the way to go. The logo is really just meant to look nice, though the dots decreasing in size toward the middle is meant to repressent the decrease in size a person might experience.
Plant it Forward
A pretty obvious interpretation of the name. Leaves moving forward.
My own company's logo. The mark represents both the q eponymous with the name and a (reversed) question mark, matching the tone of the name.
Smokyjar productions is a media firm in New York. Straightfoward idea – simply an attempt to visually encapsulate the name of the company directly, in a visually pleasing way. This was an unused concept.
Susan Von Reusner Law Offices
As a "not your normal lawyer" lawyer, Susan needed something modern and unique; something which would set her apart from those..."normal" lawyers. The credit for using a quill as the mark actually goes to her (and it's a great idea, at that).
A comic book shop in LaGrangeville, New York. The idea is simple – encapsulate the feeling and tone of comic books into a single mark. The talk bubble is a graphic synonymous witht the medium.
Versatile Electric is an electric service/technology company in Milton, New York. The logomark is simply an attempt at abstracting the V of the name to suggest technology (a circuit board, chips, etc.).
Sometimes you work on silly projects for silly products. This is a hair care product (see here
) that you roll across your scalp, the idea being that blood flow to the scalp can increase hair growth/health. I can make no claims as to the product's efficacy, but I'm proud of the logo.
This is another "tone only, no visual representation" logo. The mark itself doesn't literally represent anything – it's only supposed to abstractly give a feel for the philosophy and personality of the company. It's supposed to be a very brandable, minimalistic mark, and I was definitely channeling my love for one of the (arguably) greatest logos ever, Nike
SafeCampus is an alert service for schools and Universities – students, parents, and teachers can report incidents, violence, bullying, threats, etc. anonymously. The logo is supposed to be friendly and youthful while also obviously representational of the idea.
A backpack-making company looking to brand itself as fresh, edgy, urban, and creative, my idea here was to forego any literal visualization of the company's field and focus solely on the personality from a design perspective – the stylization of a "t" in a circle, the negative space of which creates a "z", I think, nailed it. The fact that it abstractly resembles a zipper was an unintended luxury. On their website, you can design your own bag (if you'e a "partner").
Literary & Arts Foundation
This was a logo redesign for a nonprofit arts foundation. The original logo
had the treble clef, but used it only in place of an ampersand. I wanted to create something that would be wholly inclusive as one symbol, containing "L" and "A" along with and including the treble clef.
An abstraction of the "W" for woodstock as well as an obvious nod to the "green/natural" concept, with a jarring maroon thrown in to represent "modern/scientific" and to spar with the first concept. This logo is supposed to be friendly, welcoming, hip, and representative not only of the concept of the company, but of the town.
Located in Woodstock, New York, I wanted this logo to represent the personality of the town, each word individually, and the concept as a whole. It's supposed to be somewhat kitschy, hip, and clever, railing against the seemingly stale nature of the pharmaceutical idea. I actually think I came up with a bunch of good ideas
Environmental Forest Products
Given the environmentally conscious, though extremely masculine, nature of the company, I wanted to create something that would encompass and marry both of those ideals. The first time around
, I got one, but not the other.
Drifters Film Studio
There is no one
"personality" that would encompass and represent the wide-ranging types of movies produced by a film studio, save for that of "film", so I wanted the logo to reflect that, not just in its ambiguity, or in its generalized "film thread" element, but also in the fickle baseline of each character.
A Hudson Valley specific social networking website. The logo is supposed to resemble two people waving at the "camera". I was hesitant that it did, but a poll of about 15 had a 100% success rate in recognizing that without prompt. Simple idea: it's supposed to be friendly and welcoming while also metaphorically "legible" and self-explanatory.
Entirely abstract. There's really nothing to "represent visually" in any literal way, as the idea of the project (a social-networking search engine) is not really something that can be understood in a visually literal sense. Thus, the focus of the logo was to create a strong brand sense and to remain true to the tone of the project.
Pillars of Remembrance
The client plans to sell jewelry to commemorate/remember the September 11th attacks and wanted a logo that had literal representations of the World Trade Center, United 93, and the pentagon all in one. While that sounds like a designer's nightmare, I think the results are sufficiently minimalistic. Just the right amount of abstraction.
R.S. Abrams & Co., LLP
There's no real conceptual process behind this – it is what it seems at face value: a simple abstraction of the acronym of the company's name. There are tones intended – knowledgable, professional, wise, intelligent, experienced, etc. – but no visual representation of any particular idea.
Dental Sales Professionals
Dentistry is a field all-too synonymous with "boring". I wanted to challenge that notion by making something fun, easy to understand, and pleasing to the eye. The web design I created for them can be seen in the web section, and follows suit.
Phygment Design is a crafts design company that specializes in everything from wedding/party invitations to making Christmas decorations. Given the abstract and somewhat far-ranging nature of the concept, the logo couldn't be visually specific to anything, so I tried to run with the "figment of the imagination" angle. There was another concept
that encased the word "phygment" in it's entirety, but I thought it too cumbersome.
Dental Arts of Tuckahoe
Abstracting the acronymous version of a company's name, while also visually representing what that company does, is an identity goal I almost always try to meet. Rare is it that everything works out so nicely. They're a cosmetic dentistry center and the logo is smiling. Get it?
This was a conceptual redesign. As far as corporate logos and logotypes go (or, more accurately, logos of any kind), I think the actual Aqufina logo
is about as dull as it gets. I wanted to inject some "interesting" into a place where it clearly wasn't previously. On top of that, I wanted to conjure up the idea of something else that should
be painfully obvious in the company's logo (but, again, isn't) – water.
Cornerstone Services, Inc.
Given the one huge
constriction of "it has to be a griffin" (the CEO's last name is Griffin), I wanted to create something that would (obviously) be visually interesting and simple, and yet still read as "logo" and not "clipart", an oft-mismet goal in logo design that I think the original
failed to do.
This was mostly a cleanup design based on an existing one, not my orignal concept
. DataConsulate is Cornerstone's in-house data management program. The idea here is to evoke a sense of "your data and information will be handled with the delicacy that would be given to it by a library...or a government records office...or something like that".
Another example of a client predetermined to have some concept in their logo (in this case, the bridge), I had to compound that idea with the general one of dentistry. Thinking of the toothbrush/bridge was a lucky epiphany.
Hudson Valley bike fixer! This is a fairly straightforward design. The logo itself is meant to directly reflect the concept and name of the company. There was another concept
that was more "roadbike"-esque, and had spokes, but I felt this version was cleaner, both visually and legibly (that is, I think the logo reads more obviously as "we fix bikes").
This one was for a fitness/personal training services company. Using symmetry of the letterforms not just as a purely visual element, I wanted to evoke a sense of exercising/fitness, but not in the typical "muscles and strength" fashion. I didn't make the website, but check it out anyway
Quick Brown Fox
The intention for this logo was to match the technology-and-health-and-humor-oriented personality of the concept. Fixedsys
, the typeface used here, is also the one used on many PC code pages, including the infamous Blue Screen of Death
Paint it Forward
Simply – a painting company. The obvious direction, given the nature and name, was to go for the idea of "forward", and what better way to do so than with an arrow?
SUNY New Patlz' Graphic Design BFA program holds a thesis exhibition each year for its BFA students and calls it "Omnibus". The students from what will be the following year's BFA program design the current year's logo (i.e. class of 2009 designs a logo for class of 2008). This was my proposal.
Hudson Valley Bankruptcy Bar Association
This logo was intended to marry the two concepts of "Hudson Valley" and "Law Firm...ish". It's a little too abstract on the first, but certainly on the money on the second. On reflection, I think it seems a bit more "Noah's Ark" than I would have liked, but my other ideas
were rejected in favor of this one.