(79 votes, average: 3.14 out of 5)
Logo Of The Day Award Winner:

2014-05-30 | McMullins

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“The moment I was asked to create a logo for Grant McMullin’s side-project micro-brewery I knew exactly the look and feel he was after. A few sketches later we have these letters looking good and talking to each other, whilst avoiding coming across as soft and feminine. Keeping the letterforms sharp with good posture created an unexpected result which would seem to visually epitomise the precision and technicalities of producing fine hand-crafted quality beer in relation to the enjoyment of actually drinking it.”

Credits: Indent

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3 Comments to “2014-05-30 | McMullins”

Jun 1, 2014 at 7:55 am

“whilst avoiding coming across as soft and feminine” #everydaysexism much?

Jun 2, 2014 at 10:28 pm

the script work is great.

it has a vintage & modern vibe at the same time.

Jun 4, 2014 at 11:48 am

@ Tiago

Re: “…soft and feminine…”

There are definite differences between the broadly accepted norms of how the majority in either gender group prefer to identify themselves. Until those broadly accepted standards change, I would say that “soft” and “feminine” are legitimate as used above.

Since graphic design is a communications oriented business (as is copywriting for that matter) it makes little sense to me that we should abandon language which quickly and clearly communicates to the larger audience simply because of politically correct sensitivities. In other words, if the words ’soft” and “feminine” clearly and effectively communicate to the larger audience in a way that is generally accepted by our culture, then why should we replace language which clearly communicates with language which is unclear, vague, or nondescript simply because of a smaller number of people would prefer that?

If one is designing a logo which they want to appeal primarily to one gender or another, are they not confined to operating within the cultural norms of the times in which they are designing? Ideals are nice things but in retail graphic design the goal is to sell product and make money and that requires a realistic approach. If all you want to do is make a statement, then perhaps fine arts is more your thing.