Along with the website launch, Launchpad Photo recently debuted its logo and I wanted to share a little background on the process. After a lot of brainstorming and research, I envisioned a simple and elegant look that had a retro feel while still being contemporary.
That kind of unique look and specificity meant only one thing – custom typography. The great thing about a logo with custom lettering is that you won’t find the font pre-loaded on a computer. It’s completely original and the name itself becomes the visual symbol of the business.
Typography is an art that requires meticulous attention to detail. While my background is in design and advertising, hand lettering is not my forte so I turned to a fellow designer and friend, Jennifer Howard. We talked about the name Launchpad and what I had in mind for the logo. I gave her a few directions to explore and in what seemed like no time at all, she created the backbone for what would serve as Launchpad’s logo.
With a rough draft in hand, I needed a typography expert to perfect the design and make sure that the curve, height, thickness, width, etc. of every letter was not only precise, but flowed together in harmony. Joseph Calvo was the force that poured over every detail of the logo. After hand drawing the word Launchpad, he traced it in Adobe Illustrator to create a digital and completely polished final rendition.
We see logos every day but don’t often get to hear about the process and how they’re made. I personally love custom type and admire those that have the talent and patience to create custom lettering. I couldn’t be happier with Launchpad’s logo.