The sketch phase of my project was very odd because I was coming up with a bunch of ideas for a bunch of companies with completely different names and brand voice. I liked a few of them but felt most confident in my ability to execute the ghost publishing one. I am very familiar with drawing skulls and had an interesting idea for an animation for the future project. Skulls are complex shapes so I tried my best to reduce it to the absolute simplest form while keeping it recognizable. I am still unsure if it’s simple enough but I am hopeful. 

Picking fonts has always been my greatest enemy. I never feel especially confident in my choice and don’t really know how to go about doing it. I thought the display font was spooky and elegant which is why I picked it. I was even less sure about the body text but I figured simple and reliable was better. 

The logo itself took hours to get right but then the brand guide just about killed me. I did have fun making my dumb puns like “skeletons in our closet” instead of about us or “our unfinished business” instead of mission statement. I felt my word choice reflected the brand voice. I tried to decorate the brand guide to make it match the tone. 

The actual different logo layouts did momentarily stump me because I had forgotten to make a vertical version and wasn’t sure what I’d do. However when I made the letters into the neck I suddenly loved it. I hope its as good as I think it is. The other one I wasn’t sure about was the alternative. Now my logo can appear in all forms in any of the colors with one of the other colors for the background but I wasn’t totally sure if that was what the alternative part wanted. I probably should have asked but I can now only hope the color variations are enough of alternatives.