When I was happy with my sketches, I went digital. I typed out the word “flying”, angled it upwards, making the word grow larger towards the letter “g”. This was supposed to be an initial idea, but it fitted the purpose so well I kept it. I found it demonstrated in motion, the forward thinking attitude this theatre company was striving for.
I then typed “chairs” beneath my “flying” text and I also left this very simple and clean, in uppercase, using the typeface Arial. Arial isn’t usually an elegant typeface for design, but in this context, it worked. I kept “chairs” an equal height across and instead of an “h”, I drew a 2D profile of a chair. Then, using my sketches I drew some 3D looking chairs around the text, flying in from different angles and moving pointing towards the clean company name. This initial mock-up unexpectedly became close to the finished logo design.
My design evolved over a day or two and I chose to get rid of the letter “h” chair, as I realised it looked crude and childish next to the crisp text. I replaced it with a third and final chair, which when designing, I angled to look like a letter “h”, forming the word “chairs”. I felt this worked much better and I also drew movement lines beneath each chair to finish them off. I’d done these on my initial sketches but left them to last as I didn’t know if they’d work, but they really did.
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