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A Concrete Approach

Posted on June 2, 2014 at 10:00 am.

Written by Jon Arvizu

concrete-design-school-banner2

Logos are something I truly enjoy. The completeness of them, a neat little package. When I spoke with Brandon and Erin at the amazing Gore Design Co. they gave me a clear directive on style, to think of vintage patches and wilderness explorer camp design. National park art and design of the golden age. Bold and fun, I went off the beaten path, but my compass was true. 

The Process

Sketches and early comps here. I was given plenty of leash on this design, so I played with ideas and shapes I found interesting. Took it and ran!
concrete-design-school-concepts

Two of the early designs made the cut. Combining the script from #8 with the classic seal of #3. I spun out some different options of the seal and type combination to get the right design. It’s truly an art and not science, there’s a lot of pushing and pulling, actively trying things to get the right balance of elements.

A few different treatments

concrete-design-logos-group2

OUR WINNER

Here’s our winning design. Get your backpack and pack your butt crack, you’re headed to Concrete Design School! Seriously though, you better have your shit together if you’re going to pick up fabric-forming and all the other crazy concrete casting knowledge in just a few days. I enjoy the blend of script and sans-serif type and thick linework here. It lends itself to many applications.

final-concrete-logo-bw

MAKING IT WORK

I typically make variations of the logo for use on a dark background. Colors are last on my list. It’s more about collaborating with a client to find a nice, complimentary palette to their own personal style.

Clean final artwork. Clear message with an official look. Now get to class!

concrete-design-logos-group

ALTERNATE DESIGN

I developed this drippy-fun concrete float design to use as an alternate mark. I just liked it too much to let it fall by the wayside.

Maybe a woven patch or a cool sticker? 

concrete-design-logos-float-trowel2

Another alternate design here with the float-style trowels.

concrete-design-school-alternate

This project, like so many, is ongoing so updates are forthcoming. I’m sure there’s will be some touchable items soon, might just have to print something up myself!

if you like this article, you’ll also enjoy Midcentury Phoenix Lives! and the Vintage Coaster Set.

 

Tags: 50's, americana, art direction, art director, black line, branding, camp, concrete, concrete design school, custom illustration, custom type, emblem, graphic design, handlettering, illustration, Jon Arvizu, jonathan arvizu, lineart, logo, logo design, national park, patch, Phoenix, retro, school, Scottsdale, seal, summer camp, typography, university, vintage, wpa

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Jon Arvizu

You've reached the illustration portfolio, blog and the place for all things made by Artist Jon Arvizu. Look around, enjoy and let me know how I can help with your brand.

The store collection includes limited-edition, handmade silkscreens, letterpress coasters, small batch t-shirt designs and more.

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colorful design is hard to Refuse. Find this colo colorful design is hard to Refuse.  Find this color-maxxed container near Saddlebag trail & Shoeman while “e’ry body in the clubs gettin’ tipsy”. I will be eating pizza at Joes 🍕or the always fantastic Julios Too 🌮 . We even discovered a @schwartztv surprise inside at #canalconvergence 😂 #scottsdale #scottsdalearizona
Stop staring at your phone. Enough doom scrolling Stop staring at your phone. Enough doom scrolling for one day
Even with my greatest living moments (seen here) a Even with my greatest living moments (seen here) already behind me, still I press on.  47 years and counting ✌️
Another Colorful can sticker today for my friends Another Colorful can sticker today for my friends @scottsdaleazgov .  Don’t “Waste” your time hunting , find this 6 yard container situated by the farmer’s market on Brown & 2nd this season in downtown Scottsdale. stickers will be floating around town. #publicart #scottsdale #localart
Made some playfully trashy stickers of my dumpster Made some playfully trashy stickers of my dumpster designs for @scottsdaleazgov . Be on the lookout for this can in downtown Scottsdale on the waterfront . They should be installed in the next few days.
Can anyone else relate to this? Just wrapped this Can anyone else relate to this? Just wrapped this slice for a collaboration with @highjinks_co & @fire_and_brimstone get em while they’re 🥵 🔥#pizza
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