Logos are a fun thing to create and I enjoy them because they tell a visual story of a company. What is the company about? What are their values? How should they be represented? One wrong move can change the whole meaning of a logo. If a business is about something serious, for example banking, you wouldn’t want to pick a font that is comical. You want to pick a font that is bold but dependable. The same can be said if the company is about something fun, like kids’ toys or a balloon company. Using a gothic, serif font doesn’t really seem to fit.

That’s what I love about logos. It can tell a story and describe a company by just seeing what the name looks like. For example, I had the chance to create a logo for a friend’s theatre company as part of an assignment. He already had one but to be honest I didn’t like it. It wasn’t horrible – it actually had a good concept. The execution of it though was poorly done. There were some pretty bad alignment and kerning issues. I pointed these out, and asked if I could try a redesign. If anything, it would be something personal for me to work on and I could have fun with it. He agreed.

It’s called Monstrous Little Theatre Company. I focused on that first word. Monstrous. The shows they put on are serious in nature and touch on topics that aren’t comfortable. So I created a font that would go with that. Something horrific but also inviting. They do want people to come in to see the shows. The mark itself is a lot like that too. I created a plague mask doctor. The ones that look similar to a bird with the long beak. It may be a doctor, but it might not be a doctor you want to come visit.

I love how stories can be told. So I was happy that I could try to tell this one.