Virtual Design
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Client
Virtual Design Company is a California-based
computer design firm.
ART DIRECTOR
David Lecours
DESIGNER
Van Duong
FIRM
Lecours Design
Process
To reflect the three-dimensional, interactive structures that the client creates,
designer David Lecours hoped to devise a logo that suggested both depth and move-
ment. “From the beginning we were thinking about how the logo would work both
as a static image and as a moving one,” says Lecours. “We wanted a viewer to be
able to enter the logo and, in a sense, interact with it in the same way that viewers
can enter virtual spaces and interact with them.” Early explorations, which were
two-dimensional, centered around the letter V made up of overlapping, translucent
planes. Hoping to create more depth, Lecours’s team shifted to three-dimensions,
incorporating a translucent V into a rectangular outline. “The idea was to visually
communicate 3-D space,” says Lecours of the final mark. “The fact that the V inside
the square is translucent is meant to communicate the idea of a screen through
which a viewer can visualize an actual space in the real world.” For color, he chose a
vibrant orange. “People seem to have a strong reaction to orange,” says Lecours.
“They either love it or hate it; either way it gets an instant emotional reaction.”
What Works
The logo, a letter V encased within a three-dimensional rectangular outline, is
based on the client’s product: virtual spaces created on the computer.
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