Jessica Hische: belief

Transcript context

…Are there things that didn't work as you tried to explore this process that you recall, that might be worth sharing of just like, "Oh, that was a cool concept," but didn't quite work the way you thought? With working on this refresh, so much of it was thinking about what are the immediate uses of the logo. Your logo, you have these very specific uses that you need it for, the avatar for the podcast being a top one. Some people, they'll design a logo and then have these illustrative versions of the logo that get rolled out for other things, but I feel like those layouts were actually more important than even just having a basic letterhead-esque logo. That's an interesting way to approach it, because usually, it's like let's start simple, and expand, and make it crazier. I felt like we had to always keep those things in play, so it was designing brand assets while also designing the logo. Sometimes you'll see examples of that in early explorations just because it makes it feel real to the client. That's why there's always the tote bag. You got to put the logo on the tote bag and then it feels real or whatever. But in our case, we had really specific uses that needed to get explored very early on, and that made it a slightly different process for me. In terms of things that didn't work though, I think just trying to work on the level of detail within the illustration and type so that it could shrink down, because we knew... One of the primo examples of the logo being used was on that podcast avatar, and some of the versions felt a little bit too detailed to shrink down that much. Trying to get the balance of that, having the illustrations feel illustrative and whole, but not when they scaled up, to feel too simple like we just pulled it from a icon library. I think that was an interesting challenge. One of the impetuses for changing my logo, for motivating me, is my wife's a designer, as you know. She's got strong opinions about my logo, and she always was making fun of my logo saying it looked like a clip art fireplace that anyone just could just plug and play. She's always like, "Oh, that's so bad. You got to change it." That was one of the motivators. I think I might have shared that when we started working together.…

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