Behind the Scenes of a Logo: The Flight Deck

On August 28, 2013, I met with clients (who are now good friends), Anna Shneiderman, Amanda Bornstein, and Amy Sass from the Ragged Wing Ensemble at Bittersweet, the Chocolate Cafe. We knew it was destiny to work together!

I took photos of the outside of the space to get an idea of the area and its surroundings where the logo would be showing up.

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Ragged Wing gave me iterations of the logo they had procured from 99Designs (can be a way to generate a lot of ideas, but not often a way to get a final logo or design). We talked about how the new logo needs to reference the Ragged Wing logo, but make its own, independent statement.

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I poured over 1000s of fonts… what are we looking for?… It’s an intuitive process. Feeling into the client, the larger picture, a balance of strength of statement and fluidity. The logo needs to connote an inspirational and purposeful container for artists.

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Amy Sass and I look over font finalists together and idea sketches at Local 123. Yes, and we have a good time in the process!

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Some final designs were submitted to a few members of the public and the board for feedback.

Very close to the final logo! Playing with tweaks to the foundational design using pads of tracing paper.

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The Flight Deck is a black box container of light and dark that’s ready to take off; it fosters the launch of imaginations. It acknowledges the rough qualities of the artistic process, has movement, and lithographic qualities hearkening to Ragged Wing’s aesthetic. There’s a slight hearkening to a flag, a banner we can all raise in praise and inspiration to embolden the birth of new arts and explorations for the city of Oakland and yes, the world.


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