“Ah ha!” Moments
One thing I love most about graphic design is the opportunity for new creative solutions. Especially the simples ones that come to you on a whim and make your eyes get wider as you gasp for a larger breath of air in suspense that you might loose the brilliance that just flooded your mind. These are the coveted “Ah ha!” moments.
I was set to the task of creating a logo in late June of 2014 for Lorenzo Cuevas in trade for head shots and photographs of my hula hooping art. Lorenzo was very prepared at our first meeting. He had examples of other watermark logos that he liked and knew what he wanted. Something simple, straight forward, no nonsense, ambigram style and possibly similar to a cattle brand. When we left from the meeting I was confident that I could come up with my first photography/cinematographer logo with ease.
Fast forward to a week later. I’m sitting at Jobot coffee shop in downtown Phoenix on a high top table enjoying what I believe to be, the best chai latte in the valley. Then I started my creation process for Lorenzo Cuevas’s logo. The inspiration research begun by rereading the creative questionnaire he filled out, looking up photographer imagery, icons and other logo inspiration via Pinterest, Google, Logopond.com, etc.
Once the research had reached a certain point, that’s when ideas, imagery and connections start happening. Though there’s no recipe for this kind of creation… “Bake for 30 minutes until brown and fluffy.” No way! The thoughts come, when they come. As they start to flood my head, I take to my notepad and start sketching out ideas. Letters, placement, symbols… symbol… a simple symbol of a camera and portrait. Hmmm… the letters in his name. They started matching up with the shapes in the symbols. And then… “AH HA!!!!” Lorenzo Cuevas Photography and Cinematography logo was born.
It’s not every day ideas come quickly with such steam and power, but this one did and it fit quite perfectly. Lorenzo agreed we had found perfection in the logo! We both knew no other options needed to be explored.
The result? Simplistic beauty.
To see more of Lorenzo’s work go to www.lorenzocuevas.com