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How a Sketch Becomes an Identity - N-Product

How a Sketch Becomes an Identity

To know us, you must understand that we are obsessed about the little details. Whenever we can, we try to add certain subtle design elements that may have been missed on first or even second view; but they are there, sitting and waiting to be discovered. 

The same is true for the Deckster logo. Here's some insight behind the logo and how it found its way in becoming what you see today. From the beginning, we knew that the cassette tape would be a strong design influence, from the name, the Pop + Lock System to logo itself. 

As for the name, we never ever considered using the “i” preface to the name such iDeckster or iDeck. We both thought that any variation of that would iSuck. So we thought of a couple others. Nanodeck. Didn’t like it. Timedeck. Lame. Nanotimedeck. Super lame. Decktime. You get the drift.

Deckster was our first thought, the only issue we had was that if someone heard their name, they immediately thought of a certain sexy and aloof serial killer on HBO.

Here's some early sketches with the other (crap) name options.

Once, we settled on the name. We wanted the typography to mimic that shiny ribbon that 'holds' the music inside a cassette tape. The typography needs to feel like the tape ribbons while maintaining legibility, single colour reproduction and scaling, etc. All those silly classic logo design rules.

The base typeface was Steiner Light, similar to Bauhaus and few others. Steiner Light is a simple sans serif font with no odd counters and other weird type anatomy. We decided on all lower cases, softer in view while the name is quick and bold to say out loud. The lower casing made for easier work kerning and other modifications.

We identified certain parts of the letterform that we wanted to modify.

A close-up of the positioning and interplay between 2 characters in particular.

After mods to shoulders, finials, descenders and ascenders. Here's a before and after.

Once we were happy with the custom mods, we kerned them real tight. Then we needed to do a bit of clean-up.

In this view, you can see that each character is made of multiple points on the curves. Makes for a less than perfect radius. Sure, no one would notice except us, but no matter. We couldn't sleep at night if those errant points stayed.

The mess zoomed in! The horror.

We wanted the logo to be made up strictly concentric circles and straight lines. So, we needed to be overhauled. Fresh start anyone?

You get a concentric circle. Everyone gets a concentric circle. 

Look how clean this is. I mean, it only has enough points to create the shape. No more, no less.

Finally done! Now, we knew that we would roll out various styles for the Deckster. We needed an unique modifier to our identity. We are using the ________:CLASS structure. The FIRST:CLASS speaks to the high quality of the design and materials, and because....it's the first style out of the oven. Genius right? To balance and unify the identity with its imodifier, we used a 'slash' that if you measure from the baseline, it's the same angle as the radius of the Deckster when opened. Neato!

So there you have it. A simple design, that took a bit of time, elbow grease and a heathy dose of typographic obsession.

 



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