Ecast
Job:12-84823 Title:RP-Graphic Design That Works (LDW)
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Client
Ecast is a San Francisco-based technology company
specializing in jukebox systems that allow patrons to
download music and games directly from the Internet.
CREATIVE D IRECTOR
Julie Tsuchiya
ART DIRECTOR
Mark Sloneke
DESIGNER
Andrew Harding
FIRM
Extraprise/Tsuchiya Sloneker Communications
Process
In developing what would become the Ecast logo, designers at the San Francisco-
based Extraprise/Tsuchiya Sloneker Communications hoped to create a mark that
felt both corporate, to position the client as an established, national company, and
fun and approachable, to appeal to potential customers not necessarily familiar with
cutting-edge technology. As a starting point, the design team looked at vintage juke-
boxes from the 1940s and 1950s as well as the client’s modern-day model, a system
whose sleek, curved lines reminded creative director Julie Tsuchiya of “a spaceship
version of a jukebox.” The team experimented with different ways to visually repre-
sent both the old and new jukeboxes in a single mark, eventually coming up with
the idea of a single record: as a symbol, an old-fashioned LP evokes the non-intimi-
dating feel of a low-tech world, explains Tsuchiya, while as a form, a record’s ellipti-
cal shape echoes that of the client’s high-tech product. The idea was then refined in
Illustrator, where curved lines were added to the record to evoke a spinning motion,
and a second oval shape was added underneath the first to represent the shadow
cast when a record drops onto a turntable. The record was then given a rakish tilt to
visually convey a sense of playfulness, and green was chosen for color to help the
mark stand out from the blue’s found in other technology companies’ logos.
What Works
The logo, composed of two tilted ellipses, suggests a spinning record on a jukebox as
well as a lowercase e, the first letter of the company’s name.
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040-069 84823 10/12/05 2:05 PM Page 43
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