One of them being the brand. What is the company name? What is the logo? Is it memorable? Is it accessible? Does it make sense? It's a lot to consider. And I'm still considering it. My first logo, that I made all by myself in photoshop was a silly base relief of the name text.
I thought it looked pretty cool, until I saw what other people had. Then my logo seemed dull. I didn't have illustrator or lightroom or anything like that, just regular old elements. So I played around with shapes until I eventually came up with what looked like a film canister. Now this is cool, I thought. After all, I got my start in film, and it was artistic. I changed my text font and added the canister.
Yeah, it still just wasn't right, and the tagline was distracting. I realized that when I tried to make a decent looking business card. The logo was too much, too confusing. So back to the drawing board. I knew it needed to mean something. Not necessarily something that was obvious right away, but something that had to do with the name itself. The name, Arastan, is unintentionally Persian. Yes, it is the combo of my children's names, but it's a word I didn't know until I googled my website. And I thought that was pretty neat, so looking through the different fonts I had, I found one called 'Papyrus'. That seems appropriate. And what is papyrus made out of? Grass. There, got my font and my logo.
Haha, I know I know, it's a little weird. But, in the end, it's a very minimalistic, memorable logo. I mean, come on, it's not any more far fetched than all the lady photographers who have swirlies and flowers surrounding their logos, right?
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