I narrowed down the last round of 40 sketches to 2 designs. The first design I tried to build in Illustrator was looking too bulky and heavy. I really wasn’t like that connotation for a streaming media application. I moved onto option two which was one of my favorites because it struck me as being sleek and clean.
The “e/s” logo was the original idea, connecting one point to another in an unbroken stream down. I wanted to use a typeface for the full logo that maintained the circle theme, but didn’t want to waste time trying to find the perfect font. So I went about creating all the letters, maintaining 30 and 60 degree increments as cut-off points and keeping the same thickness of the letters throughout (which would have been hard to do with a stock typeface).
The logo was in good shape at this point, but still wasn’t great. I mocked it up at this point and it was too tight. I went back into the logo file and opened it up a bit more to create more space around each letter and aid in readability.
I then went back into my mock-ups to see the changes.
designery. 