Where there’s a will, there’s a way

When I am designing a logo, I ask a lot of questions. I don’t just want to know the name of your brand, I want to know what pleases you aesthetically, what colours you have an affinity with, if a particular font draws your eye, what you have in mind for the ‘feel’ of your branding, and so much more.

When I was designing my logo, I wanted something that wasn’t just font based but also had a symbol. While doing research into symbols, I came across the rune Inguz.

Inguz is a rune symbol that means ‘where there’s a will, there’s a way’. Well, I couldn’t ask for anything better to describe the way I work. If there’s no obvious solution, I’ll find it. If something isn’t quite gelling, I’ll make it work. Where there’s a will, there’s a way.

But looking at the symbol itself, the symmetry is so satisfying and yet it feels so tactile, especially when you use a brush stroke effect when drawing it. When redesigning my TIG Creative logo this year, that’s what I did. The first edition of the logo, from 2017, was very angular, no movement. It was so bland!

Next, fonts. I love a contrasting font. I will not stand for plain old Times Roman or Papyrus. If you haven’t seen the Ryan Gosling sketch about Papyrus…google it! One of my work colleagues and I used to have a daily eye-roll about certain fonts we were often asked to work with. I will say no more as I don’t want to get in trouble. Contrasting fonts add so much more character. It’s worth having a play. Websites like DaFont.com are amazing resources for finding free fonts. A font can be engaging or completely give away the fact that you couldn’t be bothered/don’t know what you’re doing. If you don’t have that creative bone in your body, please don’t design a logo. Get someone to do it for you. It’s an investment into your brand! If you want to have a go, great! Do it! There are so many tools out there to help you create something amazing. If you’ve not discovered Canva.com where have you been? It is an incredible free design tool that is so easy to use. There really is no excuse to have a boring font based logo anymore.

Anyway, that’s how the TIG Creative logo was designed/re-designed/came to be…enjoy.