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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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Midcentury Phoenix Lives!
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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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I have a bigtime crush on making these retro-tasti I have a bigtime crush on making these retro-tastic City keychains. Scratching a very specific “lineart” design itch for me. #divinggirl #neon #mesa #arizona #illustrator #lovelocal
A wonderful community-focused program for az feder A wonderful community-focused program for az federal featuring my colorful card design. Posted @withregram • @arizonafederal Now it's easy to give back to the community just by making everyday purchases! Every time you use our new Local Artist, Local Causes Visa debit card, we’ll make a contribution to our Community Fund that provides grants to local nonprofit organizations in Arizona! ArizonaFederal.org/Community
Sweating the details on this new tablet, even when Sweating the details on this new tablet, even when I try to leave it alone! Lots of new goods in the works for 2021. #adobeillustrator #illustrator #arizona #wacom @wacom
I adore everything about our heavenly tree 😎. @ I adore everything about our heavenly tree 😎. @highjinks.az We’ve had a few requests to see our Christmas tree, and we’ll gladly oblige. I could stare at it for hours 🤩🌈🤩 @modernchristmastrees
Just finished a vintage-y local design for @highji Just finished a vintage-y local design for @highjinks.az ... Fun feathered fact. Rosy faced lovebirds have developed feral colonies here in Phoenix since the 1980’s. They are awash in color and total chatterboxes to boot. #lovebirds #phoenix #adobeillustrator
Lovely yellow-green prickly pear to finish off thi Lovely yellow-green prickly pear to finish off this 3-color final southwest greeting card in my first edition set. #letterpress #handmade #illustrator in the @highjinks.az shop today... gimme an hour or so 🙏
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