Logotype for FACETLAB | Skillshare Projects

Kirsten Blakeman




Logotype for FACETLAB


I'll save everyone the long read and put the latest version up here at the top (full lengthy process is still listed below)

Ultimately I decided to real it back in and simplify.  Focusing the main move on just the F and the L - also hoping to help visually break it and emphasize that it is two words.  I tried to achieve a more squat aspect ratio on the letters, allowing me to make the C and B a bit more blocky which I think helped those curvy shapes fit in a lot more.  


Also ran a few icon options for use with social media...


And here's how it looks on the website.  Its not as intricate as many of the other script fonts people are working with but for our minimalist style of work, I think it fits right in.  Its been a long road fighting my inner critic but I am finally feeling happy with the result.  (that being said, comments and ideas are always welcome!)




FACETLAB is a design collective created as a means to explore the many facets of design.  My husband and I are both Architects and although we love architecture, it is often a long, stressful, arduous process that can take YEARS before your project finally comes to fruition.  Throughout the long work weeks we frequently found ourselves exploring design in other mediums (graphics, furniture, jewelry, textiles, etc) as a creative outlet.  We started FACETLAB as a means of allowing ourselves to work as Designers rather that just strictly as Architects.

It is somewhat ironic that although FACETLAB is fueled by creativey, I am completely struggling with branding it.  I have gone through many iterations of logo design, but none hit home (see current design below).  Finally, we thought that perhaps the better approach is to focus on the branding the text



1.  The biggest struggle we have been facing from the public is pronounciation.  For example we get "FACE IT LAB" and "FACE-T LAB".  The logotype needs to distinguish the two words:  FACET and LAB.  We have contemplated changing the company name all together but we are already too far down the rabbit hole with email and web addresses, past work, etc.

2.  The whole point of FACETLAB is being able to design what we want, when we want.  Because of that our work spans across many disciplines.   We are architects by trade and have the capacity to do development work.  We also explore graphic design (from wedding suites to apparel).  The cornerstone to the company has been furniture, which we showed at Dwell on Design last year.  Although I feel our work has a certain aesthetic, it has been challenging for me to translate that into a logo/typeface.

4.1.15  Research/Ideation

One thing I am having a hard time with is incorporating any kind of "curve" into the logotype.  To me, "facet" is all about angles and refractions.... not about smooth fluid curves.  I am really drawn to the use of negative space and an angular style.  

4.5.15  Sketching 1

Did some research (see pinterest page here) and came home eager to get some ideas out. Eventually found some grid paper and a pencil (trace and pens are all we seem to have in this office!) but feeling a little less inspired looking over the sketches - I dont think I've found "it" yet but I have learned some things in the process.

1. Decided to start with the F and the L.  They are a very similar shape (mirrored horizontally) which I think could have some potential.  I'm hoping once I figure these out, the rest of the letters will be more informed and fall into place..  

2. Per Andrew's advice, I took another look at the original logo for some inspiration.  This logo was based off our design for the Facet Table (which is part of the reason I have never really liked it - too literal).  The design for the Facet Table (cover image for this project) was based on the concept of folding.  I tried exploring some folded geometry in the letter forms but overall it still feels pretty blocky to me.  I still think there might be something worthwhile here, just might need to stew over it a bit.

3.  I want to keep exploring the negative space for the F and L.  I would like there to be just enough to give some interest/identity but no so much that you lose the letter form.  I seem to keep sketching the corners knocked off or disjoining the horizontal from the vertical (i might need a lesson on graphic design lingo - I'm sure I'm not using the right terms here!) - we'll see where this goes....

Will need to give this another pass.  Not liking much of anything so far.... need to dig deeper.....



4.10.15  Sketching Refinement

From my sketches I decided I liked the ones that appeared to have the fold or facet in the F and L.  I also liked the concept of this as a reverse image (like in the solid box on the bottom of the sketch above).  I did another round of sketching and tried to incorporate the same language into the rest of the letters.  Perhaps I should have broken out the straight edge because it still looked a bit messy - I hoped this could all be smoothed out on the computer though.  In outlining my first letterform, I thought the stroke looked kind of nice, so left that and did another solid option.



Once I got it into the computer, I wasn't completely sold on the decisions I had made for the location of the breaks/gaps.  I decided to study that a bit further....I may have over-studied because my mind was pretty much mush and I couldn't really distinguish the differences between all the options.  I ended up making a parti diagram (the thick line indicating the break location) so I could be more systematic about the options and hopefully make some more informed decisions about where the breaks should go.  I am still struggling withe the A and C....



Oh man you guys, I am struggling so hard with the curves of the C and B.  Honestly been staring at these letters for way too long.  Tried a stroke version but am not having much luck here either...Need some guidance....  






Doing a thinner letter form made me realize I needed to be bolder in my "move" so I tried to think of the facet in more of a "slice" concept rather than a fold on the letter form.  I also tried to solve my C and B issues by focusing on the negative space and linking it back to the A's that preceed them.  I think this is stronger graphically but still not quite there.  



Tried to pay attention to the direction of the slice as well but not sure how successful this was.



Please sign in or sign up to comment.