• Graphic design
  • Hedonism
  • The making of the Hedonism corporate identity

    Overview   Process   Real life  

    Our first assignment is to read a preface from Robert Parker’s book to clarify the use of the term “hedonism.” Next, to design a logo which, among other virtues, would have a one of making a new store look good. Chichvarkin gave us a tour along wine stores in downtown London, explaining what’s wrong with them.

    Starting by drawing a lady enjoying some grapes. Exploring different settings and perspectives.

    hedonism process 01

    The last one is ok. But she needs bigger tits. Bigger yet.

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    No, keep searching for the woman.

    hedonism process 03

    More.

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    Too revealing.

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    Bingo.

    Working on the text portion.

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    This’s the right direction to move

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    Balancing the text to the image proportions.

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    Challenging the composition.

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    A vertical, matryoshka-style arrangement popped up—checking its potential.

    hedonism process 14

    Meanwhile trying out a horizontal group.

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    And, just to top it off, a diagonal composition.

    hedonism process 17

    Horizontal matryoshka does not really rock. Diagonal option is not a straight shot either. But the exercise brought in a fresh wave idea.

    hedonism process 18

    Throwing in some envelopes layouts.

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    Letterheads.

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    And business cards.

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    Abbreviated logo.

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    Print-outs revealed a necessity for a simplified version of the logo for everything except large-scale jobs. That’s how two main logos were approved: fine detailed and basic.

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    Attempting to introduce new color-schemes. Painting the dress.

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    “Sanding” that matryoshka some more.

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    Adding new color.

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    Designing store sun shades.

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    Store entrance plate.

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    Order a design...