Dominic “Goldenchyld” Cueto is an accomplished DJ/Producer from San Jose, CA and has rocked countless audiences from around the world with his showmanship through the turntable arts. He has over 15 years of DJ and production experience and is a founding member of The Bangerz Crew. When he asked FlavorInnovator for assistance with a logo redesign the challenge was gladly accepted.
Problem: His previous logo mark was current and had a nice visual weight. However, it became illegible when scaled down. On top of that it felt a bit too structured. Needed to stand its own in a diverse music community.
Solution: Develop a brash, handwritten mark that is clear, and can adapt to a range of environments and screen sizes.
Initial sketches and type explorations.
Initial concepts fleshed out digitally. He chose A2 and A5 to explore further. A2 because of the readability and handwritten aspect. Graffiti but not really. A5 because of the classic element.
Revisions … plus a pass at a futuristic/electronic concept. At this point A12 was looking like the winner with the exception of a few changes.
Before and after. Did this improve on the old mark?
As a creative in this industry or even someone running your own business you are going to get tons of inquiries about projects – someone sends an email, you reply, schedule a meeting/call, and draft a proposal only to never hear back from them. Time wasted. The problem is how do you filter out the potentially productive prospects vs. the unproductive ones?
Before we get into the questions I have to give credit to Rhonda Page for elaborating on these questions. She is a fellow creative who has spent 25 years in the design and branding business – starting as a designer then progressively mastering client services and business development. Rhonda sees both sides of the coin. As a creative you might have an award-winning portfolio but clients primarily want to know if you can solve their problems. Can you? With each inquiry think of it as a strategic partnership and what kind of energy you both bring to the table. Don’t be attached to the outcome if you land the job or not. Rather focus on determining if the parties are well enough aligned to proceed. These 5 questions you ask upfront will save time and benefit clients and creatives alike.
1.) How did this project come about?
You want to find out the story. Does it interest you? What is the series of events that lead up to this? Why are they contacting you? Try to find out what role you will play in this and what problem needs solving.
2.) Who are the decision makers?
You need to find out who they are. Push to meet with them.
3.) What is your budget?
The trickiest question of all. Do this over the phone. If they don’t have an answer then give them a range saying it will cost X amount of dollars. Wait to hear their response. Their tone of voice over the phone can dictate a lot.
4.) How serious are you about moving forward with this project?
What is the time frame? Are they ready to start the next day? If they say they are looking for estimates, then find out what it will take to make them move forward.
5.) Who else are you talking to for this project?
You want to see if they narrowed in on your or are just shopping around. If they are talking to 2-3 other vendors that’s okay. More than 5 is a red flag.
If you feel a connection and think you are a match then proceed with the meeting. Everyone wants to do fruitful work with folks they trust and enjoy. These questions will help you get there faster.
What questions do you ask when a client inquires about your services?
BVMO is a music collective made up of individuals all coming from different backgrounds. Comprised of Dstrukt, SmoovGroovs, Shea Butter, and Rcade these musically forward thinking individuals strive to create a unique look, feel, and sound to their product. Their genres range from Remix, HipHop, Electronic, Funk, House, Boogie, Soul, to Progressive. Our initial brainstorm for the logo was peppered with adjectives like old school, new school, futuristic, spacey, and vintage. Here is how FlavorInnovator designed the BVMO logomark.
There was a wide array of ideologies to incorporate into one single graphic, but I pushed forward with a direction that suited them — futuristic. The type treatment would allow the name to be prominent while taking on futuristic qualities. I was hoping they would choose A1 because there were endless possibilities with color and using the overlapping elements as a texture for future business collateral. BVMO is also know for taking selfies with their “fonk horn” gang sign so I implemented that personal aspect into a few of the proofs.
Although they really liked A1 they threw a curve ball and asked me to explore a totally new direction using a space helmet. I wasn’t really into the idea at first especially when they sent me their rough sketch. However, after I started sketching things out I saw that the helmet was iconic, visually pleasing, and fit the futuristic theme perfectly. Some times it takes that curve ball to get you out of your box and see things from a different angle and I’m glad BVMO did that. That sketch though!
B6 was the direction to refine. BVMO mentioned they wanted a simple iconic helmet and a detailed helmet that would have stars so I combined the best of both worlds. A really detailed logo wouldn’t work well since they’re meant to be legible when scaled to various sizes. After playing around with the typeface in various locations B7 was the winner. Did some minor tweaks to the logo and there you have it. A rather painless logo exploration for some supremely talented folks! Follow their journey: BVMO on Facebook
Dope to see this project finally come to fruition. I designed the initial logo for BandFuse Rock Legends while Mark Sebastian added the amazing final touches. Stopped by to test the game today, and for someone who has never picked up a guitar or bass I learned a lot. You can plug in your own instruments and jam with your cronies. BandFuse will be available for PS3 and XBOX 360. Hits stores Nov. 19th! Follow me on Instagram: @flavorinnovator
My latest vision for the overlords of Henn and Coke. This campaign is ramped to see the light of day in the future. Youngsters will be turnt up. Older heads will disapprove. Repost for a chance to win one of the many Henn and Cokes you will have this holiday season. Shipped personally from FlavorInnovator. On Instagram use #hennandcoke #flavorinnovator. On FB tag Steve FlavorInnovator Ha . Can’t beat the classics!
Stop by the Homegrown Blends and FlavorInnovator booth on October 13th to see the new goods in store. F.A.M.E. is a bi-annual event that strives to collectively gather fashion, art, and music to exhibit the work of passionate artists of every caliber and every medium. F.A.M.E. FW2012 : My Favorite Things not only shares this unique experience with the general public but also the opportunity to take home a piece of it.
I try my best to filter out the good clients from the bad, but every once in a while there is a breach of security. Designers … get everything in writing and communicate. Leave nothing to assumption. Clients … don’t be one of those “I want the world for $10” types. Treat your designers with respect and don’t micro manage. End PSA.
We visited the Aguirre Fitness studio again. This time blessing another wall and working past 5am on the first day. One of the rare times we enjoyed adorning uniforms to “work”. For the look and feel, Jennifer wanted us to use a quote and tone down the vibe slightly. We implemented a combination of graffiti, typography, and photorealism. One of the highlights of this experience was visiting a “hackerspace” to get some laser cuts done for the mural. So many possibilities!
In case you didn’t know, Tim and I are painting under the Illuminaries alias. We are offering a finders fee for people who help us land new mural opportunities. Find out more at www.illuminaries.net.