The making of the Estestvoznanie gentlemen’s clubs name and logo

Overview• Process

Looking at the task. We need to come up with a name for a strip club that aspires to be respectable. Going back to the times when pundits like Descartes could drink, party and enjoy themselves and invent new sciences from their bed the next morning. The times of sensual and intellectual intemperance. The name should reflect this by being ambiguous.

Piling up ideas.

Natural Philosophy
Gravitation
Reflex
Cartesius
Natural Inclination
Estestvoznanie (Natural Science)
Patronus
Affect
Empiric
Empirics
Restoration
Warmth
Physiology
Imperative
Extremum
Positivist
Age of Enlightenment
Parterre
Lucullus
Flora
Florilegy
Baccardia
Cockaigne
Boccaccio
Rabelaisian
Continent Mu
Sylphides

And some more for good measure.

Heavenly Bodies
El Capitan
Camera Obscura
Hyacinth
Montpensier
Saint-Cloud

Art director (mocks): Or The Law of Physics. Or Black Hole. Or Quantum Mechanics.

Sending the names chosen by the art director to the client along with a note explaining Descartes et al. Estestvoznanie wins.

Starting to work on the logo. The first designer begins.

Getting an interesting “male” task. Diving into the problem with great zeal, looking at corporate identities of strip clubs, getting inspired by tempting photos of dancers and elegant curves of their bodies, getting a testosterone boost and producing first ideas.

Art director: No need for vulgarity. Tits and butts have to go.

Trying to abstract away from specific shapes, getting rid of intrusive images and producing more.

Art director: 10 is OK. 12 is very OK, try to add a heart to the first Е to make it look like an ambigram.

Creating a couple of alternatives.

Art director: 2 is not bad.

Having fun with animation.

Preparing presentations.

Inviting the second designer to join the effort. Saying he finds the topic interesting, he gets to work.

Choosing two designs and finalizing them.

Drawing the name.

The character of letters is close to what the designer was looking for.

Deciding to go with the round Е. Trying to place letters around the logo.

Preparing a presentation.

Showing to the client. They make the final choice.

Starting to typeset the guide. Choosing the typeface and deciding on the typography.

Testing the effects and cutouts.

Assembling the final document.