Showing posts with label logo design. Show all posts
Showing posts with label logo design. Show all posts

Tuesday, October 2, 2012

Color Flavor: Jay Feather and Sorghum

Autumn blows in on the backs of leaves to the calls of the garrulous blue jay. The electric blue feathers stand out against the contrasting golden leaves. Kitchens are thick with the smells of apple pies and pumpkin bread. On foggy mornings, warm biscuits aren't the same without a creamy spread of butter and sorghum. The rich, warm gold of this special syrup from the south paired with the near-holographic blue of a shed jay feather is the perfect combination to welcome the closeness of the season.


Sampling the darkest tones from the jay feather, we come up with a slightly greenish blue deepened with gray. This color is a little rustic and very natural. In design, the color is great for use on backgrounds (as it is fairly easy on the eyes) and in themes that call for a 'rugged' feel. See the theoretical logo for Dean & Sons Custom Denim. Here, the blue is married with a vellum neutral and the syrup umber. The tones separate well and accent each other perfectly.

In the home, jay feather and sorghum are a recipe for cozy with a touch of class. The colors are rich and deep, but not shocking or heavy. Here, the walls and ceiling are painted in the jay feather color (Behr Kingfisher 520F-7). The window seat inset is in a slightly lighter hue (Shale Gray 540F-4) and the neutral is a cooler cream (Windsong 390C-3). To warm things up, the upholstery and accents come in unadulterated burnt umber and gold. Throw in a rich, warm oriental rug and you're set for a little reading in the afternoon sun.

Jay feather and sorghum are colors of nature in transition. Summer is giving way to autumn's bounty. The jay calls in the blazing trees and the cane is cooked down into semi-liquid gold. If you're in the market for 'country' with a touch of elegance, give these hues a try!


Patterns can be found here, here, and here.

Kentucky_Club
Color by COLOURlovers

P.S. If you'd like a good cookie recipe using sorghum, check out the chewy ginger cookies on my past post here. I mention molasses in the recipe, but I always use good Kentucky sorghum.

Tuesday, August 23, 2011

Iron Designer: MateVana

Imagine a client brings you a brand name, a niche market… and tea. The client wants branding, website design, and a few interior design ideas for an upscale, Japanese-themed cocktail bar named 'Katsu' (Japanese for 'thirst'). Your inspiration is a variety of loose-leaf tea sold by Teavana, the MatéVana®. Iron Designer, begin!

MatéVana® is a blend of mate and red rooibos teas with cocoa, almond, chocolate chips, and enhanced with hazelnut. It's mostly chocolate and nut browns, all with a woody but smooth texture. The tea is accented with a striking violet blue and a few shades of yellow ranging from citrus to sunflower. These portions of the tea are leaf-like and feminine. The client wants something that incorporates the clean, simple lifestyle of traditional Japan with a modern, rich atmosphere.


I pulled the palette above from the tea provided. We have a dark rich brown, a milky chocolate, two tones of gold, and a vibrant electric blue. Once we have those, we can apply them to our logo ideas. The client wants something sophisticated, but also evocotive of Japanese design and culture. On that vein, we have the logo ideas below.



I chose design at the bottom right to fashion a web site. I used the textures of tatami and wood grain. The photographs are simple and all match with black backgrounds. The site design is spartan and clean.



The bar itself should feature the textures of tatami, a touch of brushed metal, dark wood, rice paper, and a nice blue and neutral Japanese print fabric. The fabric brings in the feminine touch we found in the cornflower petals of the tea. Lighting should be intimate and utilize the golds in the palette.


Clients often find inspiration in things you may not expect. Sometimes it's good to practice by figuratively pulling an idea out of a hat. To be an Iron Designer, you have to be versatile and agile and ready to tackle any request. Explore the possibilities and take a second look at the world around you.

Teavana and MatéVana are registered trademarks. No copyright infringement intended.

Tuesday, July 26, 2011

Color Flavor: Mesquite

With summer comes the joy of grilling. If one is resourceful, an entire meal can be prepared out of doors. While some prefer gas and others charcoal, many add a touch of smoke to their meal by adding wood chips. The varied, tepid tones of mesquite chips can really spice up design as well.

Mesquite is a small tree, usually shrub size, that grows in the desert and range lands of the southwestern United States and as far south as parts of southern and western South America. It is a hardy plant that withstands droughts because of its long taproot. Used for many things, mesquite is perhaps most well-known as a smoke flavoring for southwestern foods. When the hardwood chips are soaked prior to use on the grill, the deep colors are amplified.

The colors of wood grain run the gamut from the usual umber and chocolate to a bright mustard gold. When combined with the browns, the tinted yellow adds a great deal of interest. In design, these colors are tailor-made for masculine or earthy brands and themes. Food branding is a given for this scheme that is warm, rich, and spicy. Take, for example, this branding for Vint Coffee. It uses all of the tones of mesquite, showcasing the striking gold. The branding brings to mind a classic, easy sense of comfort while maintaining a contemporary style.

This web page and all holdings are © Vint Coffee.

In interior design, the colors work best in rooms where you really want to add energy and warmth all at once. Kitchens, dining rooms, and living rooms benefit from the gold's soothing vigor and the tones naturally work well with wood floors and furnishings. These colors alone may seem bland to some, so feel free to spice up the mood with some graphic print on furniture, pillows, or art. Here, the yellow is used as an accent with Cinnamon Brandy (Behr 23OD-7), Honey Bear (Behr 34OD-4), and Oyster (Behr W-B-720).

Finding inspiration from nature is easy and to find it in food, simply follow your nose and taste buds. The most alluring foods can bring some amazing colors to your life.


Mesquite
Color by COLOURlovers



Friday, May 27, 2011

Color Flavor: Coral Bells and Egg Shells

In this double dip of color, the melon-tinged pink of coral bells shares the stage with robin's egg blue. These two colors are a staple of late spring in some areas. Coral Bells (Heuchera) come in many varieties and are prized almost as much for their amazing foliage than they are for the bell-shaped blooms that perch on tall stems. They can thrive in full sun or shade depending on the variety and are a source of great visual interest in landscaping. Though the color of the flowers can vary, the most common flower color is a rich melon pink (PMS 709). This is a creamy color, tart and sweet all at once.

In design, the coral bell hues will naturally be appropriate for feminine ventures. Its freshness is great for food logos and design, such as dessert shops or paired with other bright colors and earth tones for an ethnic feel. This color is used a lot in Indian art and fabrics so it would be great for the logo and decor of an Indian restaurant. Due to the rich nature of this color, it does well as an accent in interior design. Its energy would naturally be at home in a kitchen, dining area, or bathroom. In this bathroom, coral bell pink is used on an accent wall with calm tones of gray (Behr: Hushed White W-F-710) and white (Behr: Off White int. flat enamel 1873).



Everyone seems to have a different idea of the exact hue of a robin's egg. Through research by matching a PMS book to an actual egg shell, I acquired the color you see featured in this blog post (PMS 570). A robin's egg is a bright teal with a hint of gray. This color is perfect for a wide array of uses and themes. It fits in well with beach themes or can be great for something with a bit of a vintage look as it is close to the 'pool' blue of the mid-twentieth century. For this look, group the color with black, white, and chrome or earth tones. It's relaxing, but not boring and would be a fresh and peaceful color for a bedroom. Robin's Egg is used here as an all-over color with trim painted in a crisp linen white (Valspar: December Starlight 7003-7).


These two colors add a lot of energy and excitement to any project. They can be very versatile and change feelings depending on their accents. Natural colors like these can tie us to creation without necessarily nailing us down to just bland earth tones. For your next project, see how you can use one of these amazing colors to take the interest up a few notches!


Tuesday, March 22, 2011

The Importance of Good Logo Design

It's the first thing the public sees. It's the short mission statement of a business. It can be dynamic, prolific, and legendary. Why then do so many dismiss the importance of good logo design? Creating a logo should be no small task. Any good designer knows distilling something down to its typographical and pictorial bones isn't always easy. A great logo can make a business and move mountains. A bad logo can be a disaster.

A logo should be a simple, yet comprehensive, statement of a person, place, or thing. It tells the world who someone is, what they believe. It explains a product or business in a quick glance, something that's very important in our fast-paced society. It can be a single image, a combination of images and words, or a person's name. Some logos are easy to recognize no matter where you're from or what language you speak. Take Nike for instance. Their iconic 'swoosh' is known almost instantly all over the world. Words aren't needed.



Another logo that succeeds world-wide is the blue oval with the signature of Henry Ford. That signature with the swirled 'F' has been around since the brand's inception. Though a customer may not speak English or read our words, they could recognize the script in the blue oval because of careful marketing strategies and a century of brand stability.

Some logos use simple graphics to elicit different feelings. Amazon's logo is a combination of the company name with an arrow-like 'smile' underneath. That happy appearance, combined with the vibrant, energetic color, assure the customer and liven sales. The arrow denotes speed, a much-desired hallmark in any e-commerce company. Though it's more than an image, (like the 'swoosh') or word (like Ford), this logo succeeds because it remains within the realm of 5-second recognition. The consumer doesn't have to spend a long time 'figuring it out' or trying to make sense of a lot of elements.

A logo must, first and foremost, tell the customer what you do. It must also convey your personal confidence, which in turn will give confidence to your customers. If a logo is hectic, with lots of colors, graphics, and text, the customer may feel ill at ease. Consumers don't feel like they can trust a business or individual who can't nail down a streamlined statement. It shouldn't be muddled with elements that don't translate well across platforms like photos and three-dimensional items. Logo design and reception is highly psychological; as is marketing. If your product or service is stellar, you may not think customers would be disturbed by a bad logo or messy advertisements; but people are wired to react adversely to something that doesn't look quite right.

Branding is the best investment someone can make in their business. Though a logo may change over the years, evolve with the times, a great one becomes an icon. Whether you're selling hand-made goods online, marketing a new brand of ice cream, or running for public office, the logo and materials you choose for yourself are always more important than you may believe. It's better to be safe than sorry, especially when there is so much on the line.

Thursday, March 10, 2011

Saul Bass

Though you may not have known at the time, you've likely seen the work of Saul Bass. Born in New York in 1920, Saul Bass was a key figure in graphic design. Some of his most notable work came in the form of poster and title design for films. Before Mr. Bass, most movie posters were paintings or head-shot photos of the film's famous stars. With his help, graphic design became an art form!

Perhaps one of his most famous works was the poster for 1955's The Man with the Golden Arm. The film's stars were still featured, but they were arranged in more dramatic fashion, eschewing the campy vignettes of years before. The lines were a bit off-level, a touch wavy; simple shapes had created tension where pearl-white smiles could not. When it came to animated title sequences, Bass was a master. I remember one in particular, the cheeky sequence for It's A Mad, Mad, Mad, Mad, World, one of my favorite movies. He worked with the greats like Alfred Hitchcock, Stanley Kubrick, and Martin Scorsese. He even designed the storyboards for the chilling 'shower scene' in Psycho.

Saul Bass went on to design posters and title sequences for 40 years, all the while, putting his mark on logo design. Ever hear of AT&T? The globe logo was designed by Bass. Like Girl Scout Cookies? That famous logo printed on the box, that's one of his. United Way, Quaker Oats, Kleenex, they're all Saul Bass.


Design started as a trade, but on the shoulders of Bass and visionaries like him, it grew into an art of its own. His work is still salient today, putting both the graphic and art in graphic arts.

Inspired by this amazing artist, I decided to throw a little Saul Bass style into a fun tribute to a favorite film of mine, Arsenic and Old Lace. It's not a straight copy of his style, but the influence shows through. I used haphazard lines and a bold, two-color presentation. The font is called 'Hitchcock' and can be downloaded here. Enjoy!


Arsenic and Old Lace
poster design © Rachael Sinclair 2011
film property of Warner Bros. Entertainment
no copyright infringement intended

Monday, January 3, 2011

Iron Designer: Guacamole

Happy New Year everyone! Let's start out the new year with something appropriately new. Iron Chef is a popular cooking contest where chefs are charged with creating amazing dishes with a special, secret ingredient. The world of design is a lot like Iron Chef. Oftentimes, designers are broadsided with the most random and inexplicable requests. The best designers, like the best chefs, are able to think on the fly and use what they've got to create something wonderful. Based on this principle, I created Iron Designer. I picked an 'ingredient' and did illustrations, graphic design, and a room design around that ingredient.

Avocados are one of my guilty pleasures. I love everything about them. It would stand to reason I also love guacamole. Using guacamole as a starting point, I first created some illustrations freehand in Illustrator. I used this watercolor method tutorial to sketch out the ingredients in guacamole. From there, I tiled the items into a vector pattern, creating what I call 'lickable wallpaper'. Did I mention I liked guacamole?


Moving from the illustrations to the colors, I created a room design scheme. A kitchen would have been a natural room to choose, but I wanted to show the versatility of the colors. Here, I showcased the buttery green of the inside of the avocado (Behr: Citron 400B-4), accented in the ceiling wells by lime zest (Behr: New Green 420B-6), and crowned with rich red onion (Behr: Cranberry Splash 120D-6). The sofa, I slipcovered in a stripe of a lighter onion hue. The throw pillows and accent items use blocks of the green and purple with a punch of tomato.

From colors, I moved to texture. The avocado-skin background helped me create this web site design for the fictitious coffee shop, Javavoom. Again, I wanted to show how the colors and textures of guacamole could be used in something that wasn't directly related to the food. Inspired by guacamole's fresh and spicy nature, I chose a free-flowing script font for the logo. The static buttons pop in tomato red against the wick green content background. Rollovers flash to the onion purple, reflecting in the dropdown content.


Iron Designer is a feature I hope to continue. The next time you find yourself faced with a design dilemma that leaves a bad taste in your mouth, pull out your skills and an apron and get crackin'!

Friday, October 29, 2010

Design Dissection: Sleepy Hollow

“What was to be done? To turn and fly was now too late; and besides, what chance was there of escaping ghost or goblin, if such it was, which could ride upon the wings of the wind?” -Washington Irving, The Legend of Sleepy Hollow



There are few things as frightening as a ghost that can haunt and kill without necessity of a head. The original text of "The Legend of Sleepy Hollow" was included in The Sketch Book of Geoffrey Crayon, published in 1820. Set in the 1790's, Legend follows the story of Ichabod Crane, a nervous schoolmaster. Ichabod relocates to a glen of Tarry Town called Sleepy Hollow, where he encounters the horrific tale of the Headless Horseman. In 1999, Tim Burton released his own adaptation of the story starring Johnny Depp as Crane, a forensic investigator from New York. Burton's story, though it deviates from the original, was an amazing romp. The visuals and atmosphere were particularly notable. "The Legend of Sleepy Hollow" is one of my favorite scary stores of all time so I've chosen Burton's film for this installment of Design Dissection.

From the first, Sleepy Hollow swaths the viewer in a dusty, faded shroud of terror. We're party to the first killings of the horseman against a tumultuous evening sky. Gelatinous blood splatters on the foreboding face of a scarecrow and the stage is set. The promotional title is wrought in a jagged, heavy-inked script, a typeface that looks like the writing of calligrapher who is under great emotional distress. The tails on the font are drawn down like the slice of a blade, most apropos. The film titles are aged but elegant in serif small caps. Text appears against shots of the New England countryside and the hurried trek of a carriage. The letters react to their visual field, fading like fog, wavering like sun through the trees, and falling like autumn leaves.

Costuming is period appropriate. The men wear breeches, buckled shoes or riding boots, longcoats, cravats, and powdered wigs. The women are laced in corsets, their dresses flaring in large bells. To match the atmosphere, everyone seems washed out, something that gives the red of spilled blood even more impact. An interesting color note; most of the blacks in costuming and even the sets are a dusty tone, more like charcoal. True blacks are used sparingly. The overall feel of the film is reminiscent of an early 19th century portrait or perhaps a folk-art painting. The sets, even those 'out of doors' are intimate, like a stage production (as is natural considering nearly everything was filmed inside a studio building). The cinematography places actors and structures like elements of a folksy illustration. Symmetry is used as a character itself, creating stiffness and tension against the wispy mist and twisted trees.

The Headless Horseman merits mention all to himself. The costume designer, Colleen Atwood, did a magnificent job with the wardrobe. The 'Hessian' looks all the part of a long-dead phantom with a worm-eaten cape and body armor in a perpetual coating of Hudson Valley mud. Though otherworldly, the horseman is all too real, from his thorny spurs and snake-hilted sword to his frothing black charge. The hellfire is in the actions of this ghost, not spewing from the nostrils of his horse.

As I mentioned before, Burton's film is faded and weather-worn. Grays, browns, sun-bleached blues and yellows are abound. The reds are artificial, like the stain of old rouge on a powder-white cheek. The startlingly clean and soft hair treatments and luxurious wardrobe fabrics add a softer touch to the textures of the film. Without them, we would have only element-tortured wood and leaf-littered forest floor.

It's easy to get bogged down in the theme of a film like this and find it difficult to appreciate the elements and feel on their own. As usual, we will start with typefaces. Inked scripts like the one used for the promotional title can conjure a few things. Scripts in general are more organic, as one might expect from something patterned after handwriting. Calligraphic scripts are elegant; simple ones appearing masculine while those with long sweeping tails can seem more feminine. Meter of stroke is important as well. The typeface used for the promotional title is thick as if the stylus was held with the wide part of the nib perpendicular to the baseline. The ink flows freely and heavily. For this reason, the words aren't always easy to make out at a distance. Usage should be contained to one or two words. This breed of script would be good for masculine branding and perhaps a fine clothier or a pub-like eatery.

The film titles are done in a serif font that appears to have oxidized over time. The strokes waver, but remain strong. This type of lettering is useful for blocks of text as well as names and titles. As a basic serif, the uses are endless, but this one, with its added age character, is especially good for things relating to 'old world', antique, or well-worn and treasured items. This face would be appropriate on materials for a high-end furniture store, attractions relating to history, financial institutions, or blogs.


Atmosphere is key in designing with Sleepy Hollow elements. As stated above, the feel of the film is heavy, foreboding, and misty, yet artificial and nonthreatening; much like the Hammer films that lent Burton inspiration. Lighting remains soft and mostly even. This lighting can be used to decrease the dark sharpness of any design and is good for things that need to appear aged or vintage. Use colors, textures, and effects that play up and with diffused light. Use black perhaps only in logos, accent items, or text.

Speaking of colors, Sleepy Hollow presents a rather muted rainbow. Presumably set in late autumn/early winter, the colors are washed out and heavily tinted brown. Colors like these, again, are good for vintage schemes, but also for earthy palettes and seasonal items. Textures are those of era-appropriate fabrics and furnishings. Damask print, faint stripes, satin, lace, and rough wood can be used to infuse any design with a late 19th century Hudson Valley feel. Low contrast patterns are excellent as backgrounds for web sites or print media. Don't be afraid to use wood grains in these schemes as well.


When decorating a space in Sleepy Hollow style, remember it only takes a few steps too far to lose your head. I suggest this look for a dining area, living room, or bedroom. For this example, I've chosen a living room with a fireplace. Start with neutral walls in your preferred film hue. Pale mustard, muted moss, or misty gray blue would be nice. Choose an accent wall and adorn with a damask print (or a black and white stripe, something featured quite a bit in Burton design) that coordinates with the other wall colors. For furniture, choose classic pieces but nothing overly ornate. Wood constructed lounge chairs work well, as do spindle-back chairs and benches. This time period was reserved in a lot of respects; the simplicity in furnishings due partially to availability of supplies and labor in the small farm towns.

For window treatments, I suggest plain drapes that extend to the floor in a coordinating color. Hang these from a wrought-iron-looking rod with swirled finials. (Tim Burton's style often includes swirls.) Rustic paneled shutters would work too. Wall adornments should be sparse. If you wish to hang art or mirrors, choose modest frames. Electric wall sconces or 'wireless' ones with large candles or oil lamps would be appropriate. Choose a sconce that is antique in design. Table and floor lamps would be nice, perhaps ones with a rustic iron finish. Built-in bookcases in stained wood are optimal, ones with decorative molding at the top and bottom. Hide the bottom shelves (if you have some) behind modest doors, perhaps inlaid with the damask pattern from the walls. This shelving should frame the fireplace, the mantel being understated but still maintain a presence

Texture is always important. As I've stated before, bare rustic wood is fitting. You can upholster modestly in stripes and less modestly in leather. Instead of heavy upholstery, consider cushions in muslin or pillows in quilt prints. Wood floors are best, but area rugs in understated 'oriental' patterns can add the right touch regardless of flooring.


A gore-filled film about decapitation is a treat on Halloween, but the design is just the trick for all kinds of looks. So when the air gusts cold and the Jack-o-lanterns burn, cast an eye to the western woods and capture some chilling design inspiration.

Thursday, September 9, 2010

Design Dissection: Kojak


Who loves ya baby? Kojak loves ya. Telly Savalas turned a name into an icon in the 70's series Kojak. Theo Kojak was a tough New York detective with a soft spot for nearly lost causes, cigarillos, pretty ladies, and lollipops. In true 70's form, the series was full of smoky rooms, gritty streets, drab earthtones, and ugly cars. But there is something to learn from the look an attitude of a television series no matter when it was made or the era in which it was set.

A series about a police detective, especially one set in the rough city of New York needs a font that conveys authority. The Kojak title font (word in all caps) is something akin to Boris Black Bloxx or Musa. This is a san-serif with thick strokes and a more circular 'o'. It's got authority, but doesn't take itself too seriously as noted by the squat letters. Credit fonts were san-serif as well, keeping with the theme nicely.

The colors of Kojak were the quintessential colors of the 1970's. Browns, golds, and reds are abound. The scenes seemed to all be tinted slightly yellow. Though action took place outside of the squad room quite often, a look at the scenes within the precinct headquarters gives us a more Kojak-specific color and texture range. As one may have expected for the time and area, the Manhattan South squad room was housed in an old building. The furnishings were haphazard and everything was awash in a thin film of aged grime. The walls, painted various shades of institutional green, were peppered with posters and tattooed with cracks and stains. The equipment, phones, and dingy holding cell were all very rough. The only spot of freshness in the musty squad room was Savros' houseplant.

When it came to wardrobe, each character had a particular style. Kojak went for gray and pinstriped three-piece suits, long overcoats with popped collars, and black fedora hats. Bobby Crocker was a tweed and corduroy kind of guy, mostly in tones of khaki, camel, and brown. Captain McNeil was the grandfatherly type, wearing drab, loose-fitting suits and blazers. He seemed like he would be perfectly at home in an old cardigan. In black or brown pants, white shirt, and skinny tie, Saperstein was the classic overworked officer. Stavros was the token sloppy guy who always seemed to have his tie undone just a bit.

To dissect Kojak and reassemble the elements is easy baby! First, as in any dissection, one needs to think about the kind of feeling these things convey. For instance, san-serifs are usually considered a bit more laid-back than serif fonts, but they can also carry an air of stiffness. This font is blocky and thick, indicating strength with a little playfulness. Nothing says playful quite like a toy store. Lollipops Toys & Gifts is a great example.

A font with a squat stature allows for a circular 'o', something that adds even more 'common grit' as elongated letters often convey aristocracy and elegance. This font would work well as a title font for a novel or other entertainment endeavor in the gritty, witty mystery department. See example for 'Mojo'.

Another font choice with a Kojak feel would be a typewriter font. In this age before office computers and printers, typewriters were still prevalent. A handwritten script would also be acceptable considering the fact that messages would have been written and not emailed as we do today. The logo for Stella's Couture has a bit of both with a script 'S' and typewriter name. This logo also features a 70's inspired pattern. Bold, oftentimes monochromatic, patterns figured greatly into the fashion and décor of the 70's. This particular pattern would have been wallpaper in a victim's home or the print on a woman's dress. Kojak himself favored stripes and the occasional silk paisley.

Tiled patterns are great for web sites. Use monochromatic patterns with gradations or low contrast as backgrounds. Don't get too busy though as this may tire the viewer's eyes. Natural fabric textures, coffee ring-stained paper and clean or distressed metals are good for backgrounds too. These can play well as canvases for compartmentalized page elements. 70's colors are also good on the web, but beware of overly bright warm tones. Use these in accents only.

Using Kojak as an inspiration in décor can sound like a acid-trip disaster. A little bit of the 70's can go a long way and you certainly don't want to overdo it. Consider for an office an earthy moss green such as Aloe Essence (460D-4) on the upper wall and Billiard Room (480D-6) on the beadboard wainscoting with a trim color of Informal Ivory (330E-1), all from Behr. Build on that with a vintage metal desk and an understated office chair perhaps upholstered in tweed. Don't be shy of tall metal filing cabinets. In the right color, one of these in the corner can be a great place for storage of all kinds. Adorn windows with roman shades in natural muslin textures. A vintage-looking fan adds perfect punctuation, as does a few framed prints, perhaps black and white photos of Manhattan. Further accent with small potted plants on a low mod-styled table and a 60's or 70's-styled desk phone.


See, we've solved the mystery and like that. When you put aside the blatant time-period styles of something like an old TV show and focus on the pieces alone, you can create something new and fun. No matter what flavor Tootsie Pop you like, you're sure to find something useful in the life of Detective Theo Kojak.

Thursday, August 19, 2010

Design Dissection: X-Files

When you understand the components of something, you understand more fully how it works. In successful design of any kind, all of the components must fit together with harmony to bring about the right feel. Design Dissection is a feature where I take an existing design, a movie or TV series, book, piece of art, product, anything, and break it down into components. From there, I will show how to reassemble and utilize those components in new designs.


The inaugural Design Dissection is given over to my favorite fandom of all time; The X-Files. Running for nine seasons, spawning two feature films and countless other items, X-Files is a sci-fi cultural phenomenon. As with any series, X-Files has a look and feel that is unmistakable. Let's start from the ground up and examine fonts. With the exception of a distressed typewriter font used for the iconic 'X' and in various other places, the series used mostly san-serif fonts on promotional items and on screen titles. The X-Files 'logo' font, whose exact name I cannot find, is tall and narrow with equal apertures, mid-line crossbars, parallel strokes, and scattered semi-serif tails. It's a perfect 'modern' font for a science fiction program and brings to mind a digital age. Viking Gothic and Evening Edition are two fonts that come close to matching this one, though they don't have all the requirements. The logo itself, much like the series feel as a whole, is airy, with the letters spaced out quite a bit. This treatment helps things breathe and gives the viewer a sense of openness. I've used Steelfish on the examples later on in the post.

The colors of X-Files were mostly cool and dark with the occasional touches of fire. The predominate mood color was an eerie, otherworldly green with a sinister glow. Darkness with glowing accents was a running feature in the cinematography and production design as well. Lighting was key because lighting had to create the right shadows. The sets, wardrobe, and make-up were muted; as if treated with a slight dark umber filter. The series had a feeling similar to paintings by Rembrandt, de La Tour, and Caravaggio who all employed a keen sense of chiaroscuro, strong contrasts between light and dark.




Though UFOs are generally thought to be 'flying saucers', the UFOs in X-Files were very different. The curvilinear form was replaced by a hard-edged shape, usually triagular. Hard lines were prevalent. There's a post-modern feel to the series, a combination of line and form that comes off as very technical. With the exception of neckties, there's not much pattern. Clothing is solid color and tailored. Jewelry is limited as well, with featured pieces, such as Scully's gold cross, being quite understated.


A look at the players and their respective living spaces shows us how important personal appearance and surroundings are to establishing character. Mulder's apartment is dark with mis-matched furniture and is very haphazard. Scully's apartment is more furnished, lit with table lamps to create warmth, and appears clean and neat. Walter Skinner always had a strong, masculine presence with immaculate clothing and metal-rimmed glasses. His home, which we see only briefly, is modern and arranged almost
militarily, much like his personal appearance. C.G.B. Spender, or more commonly known as the Smoking Man, was always rumpled and disconcerting. His wrinkled suits matched his wrinkled skin and his living spaces were those of a vagrant, very utilitarian and sparse.

All the elements came together to make beautiful, but often unnerving music. These elements can be transferred to other design projects with ease to create similar moods. First, we must keep in mind what we want to convey with our project. If this is for a client, it's important to remember what these elements mean and what kind of images they bring to mind. As I said above, non-playful san-serif fonts are usually considered modern, sleek, and calculating. They're perfect for technological endeavors and architectural firms. See website example above for Byers, Frohike & Langley (named after The Lone Gunmen) with five-color palette blocked out at the bottom. The fonts are of course great for scientific clients as well, especially theoretical sciences, chemical, pharmaceutical, and research facilities. For an examples of this, see Fenig Chemical (named after one of my favorite minor characters in the X-Files universe, Max Fenig) and the S. Mulder Observatory (named for Mulder's lost sister, Samantha).

The colors of the X-Files, for the most part, appear damp. The series was filmed in Vancouver for the first five seasons, so the colors would be appropriate for something nautical like the featured Queequeg's Fish & Chips. The mid- and light-tones of these colors are great for offices or bedrooms as they are calming. Furnish spaces with metal-framed furniture, solid-color textiles and leather to complete the clean look. You could even pepper the area with some space-themed art. Remember, X-Files used high contrast between light and dark, so to truly emulate the style, consider small lamps as opposed to large overhead lighting. Also consider heavier window treatments, perhaps accent drapes over tinted sheer curtains.

When you find something that inspires you, whether it be a painting, a photograph, or a television series, it's fun to deconstruct the magic and use components in your work and life. The X-Files created a distinctive and detailed look that has remained the same over two decades. Actors age, styles change, but the atmosphere of the latest venture, I Want to Believe, was the same as the pilot episode in 1993. I hope you've enjoyed this Design Dissection. The truth is out there!