Blackstone
Job:12-84823 Title:RP-Graphic Design That Works (LDW)
175# Dtp:120/163 Page:80
Text (DS)
Client
Blackstone is a San Francisco-based company
that creates customized interoffice
computer networking solutions.
ART DIRECTOR
Joel Templin
DESIGNER
Paul Howalt
FIRM
Howalt Design
Process
With the Blackstone project, designer Paul Howalt faced two challenges. First, he
needed to find a way to visually represent “customized computer networking.”
Second, he had to come up with a design that would help the client stand out in a
crowded business category. To meet the first objective, Howalt focused on the word
“customized” and decided to create a “customized logo,” one whose basic shape
would remain the same, but whose details would change from one application to
another. To meet the second objective, Howalt decided to base his designs on fluid,
organic shapes—rather than hard-edged, geometric ones—to emphasize the flexi-
bility of the client’s services as opposed to the standardized services provided by
larger companies. Using Illustrator, Howalt experimented with monograms, basing
his designs on lowercase b’s, rather than the more closed and solid uppercase ones.
Stretching, bending, and distorting the b’s ascenders, he created three marks, each
one slightly different than the other, yet sharing the same fluid-like form. For color,
he selected a pale blue, a color associated with technology.
What Works
The logo, three organically shaped b’s enclosed in circles, changes from one applica-
tion to another, echoing the way the client’s customized services change from one
job to another. The mark’s fluid-like forms reinforce this notion of flexibility.
Graphic Design That Works
80
070-088 84823 10/12/05 2:17 PM Page 80
..................Content has been hidden....................
You can't read the all page of ebook, please click here login for view all page.