- Case Study - Vulpes Viator logo
- After moving onto bigger and better things, I realized that I needed to upgrade my own identity work.
- I have a bad habit of excluding a brief when starting personal design projects; so I wanted to make sure I had a clear outline this time around:
~ Vulpes Viator is the binomial nomenclature for "Traveller Fox," showing not only my own passion for change and exploration, but also my natural cunning and analytical thinking.
~ Since the popularity of foxes has increased since the 90's, and with several large companies using fox motifs, it's important to stand out.
~ The design has to match my own aesthetic. I like to keep things clean and modern, but not so clean that the piece seems untouchable. I prefer my work to feel "lived in," like my favorite spot on the couch on a rainy day.
~ After using redundant, unoriginal colors for years, the palette needs an update while continuing the "lived in" quality.
- I always begin by sketching. Pencil and notebook. No substitutes.
- I sent out sketch examples for peer review to help determine which were workable ideas. These two received the strongest response.
- This first one has a bit of Norse influence. Inspired by the legends of Odin, a one-eyed traveller, I incorporated some of those aspects into a stylized seal of a fox; however this felt as if I was shoe-horning the concept. I was making it fit the design rather than using the principles in my brief to create something more original.
- I decided to carry on with this fox-headed chess piece design, because it embodies those concepts of cleverness, strategic thinking, and forward movement I want to project.
- The concept was solid, but I realized the fox's proportions were off and the over all design needed some refinement.
- Once I streamlined the silhouette I tweaked the details in the ears, the slope of the forehead, and tufts of fur on the chest. (final concept in blue)
- My color scheme was inspired by alchemy. There are four steps in the alchemical process (prepare, develop, improve, achieve) associated with four colors: black, white, yellow, red. I took this too literally in my previous logo, resulting in a color scheme I now feel is primary and obvious. This time around I softened the palette to give it a more rustic quality.
- Though only two are included here, I experimented with a total of twelve typefaces because having options makes me happy. I eventually returned to my first choice: Archer Pro Medium (bottom).
- Final Result