Staying Busy. This is a new logo I designed for my friend Nial's new business. He already creates these high end cables for guitars and now he is venturing into taking vintage guitar amps and punking them out for that harmonic brown tone everyone is after. He wanted a steam punk vibe to it. He chose the font. Not too crazy about it but its growing on me. Below was one of my earlier versions that I thought would make a great t-shirt. Nial wanted something much more simple though.
The ideas twirling in my head while creating the logo were a combination of - harmony, makeover, singing amps, more efficient, organic mythical sound, small sound making it larger, the swan, steam punk, even order harmonics, etc.etc.
The couple represents harmony, love, the "even order harmonics" and symmetry. Indirectly, I wanted the couple to represent my friend and his wife building the business together.
The swan scroll work on the amp actually mimics something I took note of during the initial meeting with Nial. I wrote in my sketchbook - "makeover - the swan, ugly duckling." By upgrading the amp - Nial is taking the ugly duckling and turning it into the swan.
The "singing amp" idea is illustrated through scroll work coming out of the phonographs. Also how the amp seems to get bigger and bigger with the Victorian scroll work above - this represents the small sound made larger through the upgrade.
It holds with both the Victorian and "steam punk" styles that Nial and I had discussed, but I tried to give it modern flair with the levels of grey and overlays. So, it would give the brand mass appeal to the young and old.
I like the simplified version, but I really love the more complicated on for t-shirts and posters. I think it has more of a presence. That is the way these things go when you are creating for someone else.