For no reason in particular, I decided to start designing some fake logos. First up was one I thought up years ago, but never got past the initial napkin sketch phase.
I think it was my buddy Brad’s mom who had this absurdly random book of in-depth character and personality traits based on your exact date of birth. My Capricorn sign specifically broken down to an aquatic Capricorn, and as a beach kid, I was always happy about that. It’s where the Sea Goats idea came from in the first place. That was, wow, maybe ten years ago.
In the year 1776, a goat named Herb – the first goat ever, like in the history of the world – was grazing by a cliff overlooking the ocean when he glimpsed something curious in the sea. Befuddled by these massive, thrashing strands of… of what? Hair? Spaghetti? He trotted down a winding path – clip clop clip clop – to the water’s edge, and craned his neck so his bristled, furry, stubby horned head could get a better look. Continue reading How the Sea Goat Came to Be
This Starbucks logo is made from Starbucks coffee and Shop-Rite coffee filters. Looking at it now, I realize the photo is a bit askew. I could fix it, but no amount of java will make me unlazy. Continue reading Starbucks
I don’t have any new work to showcase this week, nor do I plan on having any, but I’ll probably have another cereal movie review (those are fun), maybe spotlight some more fine art that has influenced my creative sensibilities, and some other random posts.
I’ve been talking a lot of smack about how I’m going to start training to be a professional wrestler. I’m dead serious about it. Maybe I fall on my face (probably literally, possibly figuratively), but I need to give it a whirl just so I never look back and say, “What if?”
A lot of people don’t understand it, but I still have my art to fall back on, and for the meantime, I can definitely swing the ring thing as a part time gig. Anyway, I don’t start until the autumn anyway, once I’m done lifeguarding for the summer. But that doesn’t mean I’ma sit on my arse and do nothing til October. I’ve been thinking of a gimmick – name, music, catchphrases, etc – and in the couple of Foogos videos on the site, I refer to myself as Shredded Wheat, a cereal killer. Without spoiling it for some schmuck to steal, I know there’s so many creative ways I can take that character and concept.
Last week, while I was on my way north, aka off the first world grid, a bunch of stuff happened on Earth: Amy Winehouse died, some crazy Norwegian killed a bunch of people and the Winnipeg Jets finally got a visual identity. Because Foogos is a lighthearted site, you can Google news and opinions on the weekend’s morbid events. And since I’m bound to recreate this new Jets logo out of food at some point, I figured I might as well give my two cents on it.
THE PRIMARY MARK: True North, the owners of the Jets, give themselves a nod with the stylized compass pointing north. It’s a little pretentious, but at least its subtle. I like the overall simplicity of the concept, but I’m not feeling the reality of a jet superimposed over the maple leaf, mostly because it looks like a jumble, and nothing stands out. If anything, it reminds me of when I was younger and didn’t want to eat my mashed potatoes and lima beans, so I mixed them all together in a heaping mess spread around the plate.
THE ALTERNATE MARK:This is pretty much an ideal alternate mark, probably because it looks like a real air force shoulder patch. For argument’s sake, let’s assume this is too busy. We can do without the words “WINNIPEG JETS” and the hockey sticks. The winged leaf would look even more militaristic.
To go along with the military/air force theme, after the initial patch is adhered to the shoulder, hypothetically speaking, for every subsequent Stanley Cup the Jets win (after their 2nd) they could add another set of wings. The Islanders do it with the alternating color bars on their shoulders.THE WORDMARK: I can see why some might love the primary mark, and I admit I’m being nitpicky in any critique of the nice alternate, but this wordmark is not great by any measure. Let’s pretend for a second that the positioning of word and leaf, the style of the leaf and the overall color scheme of all the art doesn’t make you wanna pop a Molson.
The leaf is oddly placed, and almost looks like some crazy, artsy way of utilizing an apostrophe. The “JETS” word looks… weird. It’s like someone used four different font sizes, because none of these letters match up. In relation to the capital “J,” only the “T” seems to be in scale. It can’t decide whether it’s a cursive font or not, either. Look at the joint between “T” and “S.” No one’s script would make that about-face. The “E” is too bulky, like a beachball sandwiched in a word. I think this is a pretty crummy visual but that’s just me.
What do you think about the Jets’ new identity? Let me know in the comments section of this blog, or over at the official Facebook, Twitter and YouTube pages.