Think3
Job:12-84823 Title:RP-Graphic Design That Works (LDW)
175# Dtp:120/163 Page:69
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Process
The idea for the logo evolved out of early sketches designer Keith Anderson made
of people thinking. Aiming for both simplicity and boldness, Anderson eliminated
the people, distilling the design down to a single thought bubble. After scanning his
final sketch into the computer and cleaning it up in Illustrator, Anderson experim
ented with fonts, both serif and sans serif. Some, like Baskerville, Anderson deemed
too sophisticated for the feisty, upstart company; while others, like Trade Gothic, felt
too technical and cold. Anderson ultimately chose Clarendon, which, with its exag-
gerated, bulbous serifs, lends a dash of humor to the numeral three. And though
Anderson first used red as the logo’s primary color, he ultimately decided it wasn’t
distinctive enough, and opted instead for an intentionally garish orange. “Orange
invades you,” Anderson says. “You can’t turn away from it. By using it in a logo, a
company conveys attitude, one that says: Lots of people may not like orange, but,
hey, we don’t care.”
What Works
Rather than illustrating the company’s product, the logo focuses on what customers
do with it, namely, conceptualize and create three-dimensional objects. With its
comic book-style thought bubble and a numeral three seemingly plucked from a
grammar school primer, the logo alludes to the product’s accessibility and helps
create a company identity of playful rebellion and humor.
Client
Think3 is a company that creates inexpensive, easy-
to-learn three-dimensional design software.
DESIGNER
Keith Anderson
FIRM
Eleven Inc.
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040-069 84823 10/12/05 2:06 PM Page 69
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