Tag Archives: INK SLCC

Logo Design Start to Finish

Logo Design Process Start To Finish

How I designed the Runnable logo

It’s been a while since I designed a logo. Usually I stick to websites and apps, which I find much easier. Designing a logo is a daunting task. Done right it should be a mark that will represent a brand for years to come, and unfortunately you don’t get the chance to measure and iterate based on weekly usability tests or usage metrics..Below I’ll share the process I followed designing a logo for Runnable.

Company Research

Having just joined Runnable as the only Designer, I was still getting acquainted with the team and product.I spent a lot of time talking with the team members, to find out who they are, what they want, what they stood for, what the long term vision was, where did they want to be in 3 years.

The KJ Method was one approach I used to figure out the things that really matter to the company.

Industry Research

To get a better idea of the market I looked at the personas who would interact with our product, what were the related products, how do they brand themselves?As Runnable makes tools for developers I looked at related companies like GitHubAtlassian,HerokuTwilio. while asking questions on Twitter and Quora to get a better idea for what types of companies stood out to developers and what they liked about them.

Logo Design Inspiration

There are a lot of well branded companies out there and even more talented graphic designers. I made sure to get inspiration from what was being produced.This included getting advice from industry blogs (Logo Design Love), speakers (Speaker Deck), logo galleries (Logo PondDribbble), related brands and startup logos (500 Startups) to see what other designers have done.

Mind Mapping

I started mind mapping to come up with words and ideas associated with Runnable, as a result of the brainstorming session I had with the team.While I was jotting down words I would sketch out very low fidelity icons to help visualise ideas. I made heavy use of The Noun Project and Fontello to help me associate glyphs and icons with these words.

From the mind mapping I’ll try to focus on 3 different directions for a first round cut of ideas and to get initial feedback from the key steakholders, in this case the rest of the team.

Come Up With 3 Different Ideas

As a rule I stick to black and white at this early stage. I don’t want the client/team to get stuck on colours or aesthetics at this point. I just want a direction to go in.I played with several of the logo mark ideas I had and pitched 3 different ideas.

Note: I recommend not showing all your sketches/ideas, especially the ones you don’t like. It’s very likely someone will like one of these.

Focus On One Chosen Idea

Once I have feedback and a general direction from the team, I focused on that one area but explored multiple options and ideas.At this point I started playing with colours and aesthetics to help get a better idea of how the final product might look, keeping in mind it should look good in black and white and at different dimensions.

Experiment With Type

For me, type is the most difficult part. It’s hard not to just go with a typeface you use all the time, and it’s hard not to copy a typeface you like on someone else’s logo.Trying out different typefaces and fonts isn’t exactly easy either, and they’re quite expensive so you don’t want to buy until you know you have the right one.

I used Typekit and Typecast to help me experiment with various typefaces, which gives me a lot more flexibility than Photoshop.

Experiment With Colours

I used various websites to help me experiment with different colour palettes, including Colour Lovers and Kuler.

Add Polish

Once we had a logo we were happy with, I added some polish in the form of dimensions, balance, positioning and colours.I used Photoshop most of the way through the process as opposed to Illustrator. I’m more familiar with it and ableto iterate faster, so at this point I reproduced the logo in Illustrator.

I did a sanity check to make sure something similar does exist, and purchased the font(Parisine Sombre) that I decided to go with.

End Result

At this point I also produced some documentation and guidelines on how to use the logo, as well as files for different use cases, which I shared in a Dropbox folder e.g. various dimensions, inverted etc. I recommend Graham Smith’s advice on identity guidelines.Meaning behind the logo mark (in case you’re curious):

  • Play glyph to represent running, or starting something. Runnable runs server-side code in the browser.
  • The multiple overlapping circles represent discovery and activity. We aim to help developers discover code, APIs, modules and rapidly prototype.

Perfect Portfolio Photography Wrap Up

January 16th Lunar / Solar Creative hosted a workshop for photographing pieces for your portfolio. Here is a quick and dirty outline of what we went over.

1.  Have plenty of space to work, and be able to control any outside light coming in through windows.

2. You will need a table, a seamless background, some clamp-able work lights with daylight balanced bulbs, a tripod, and a bed sheet.

3. Use a camera with manual mode. (Learn how to use manual mode) shoot in RAW.

4. Set your backdrop up higher than you think you need to, you don’t want to be fighting with it later when you are framing your shots.

5. When you’re shooting set your ISO low (To avoid noise) and set your aperture between F/5.6 and F/8. Adjust your shutter speed with the light meter, and use your cameras self timer feature so you won’t be moving your camera when you take the photo.

6. Look at your photos closely, see where your highlights and  reflections are and make any adjustments with your lights. You can use a white sheet of paper to bounce light onto your objects as well.

7. Take your images into Photoshop or Lightroom to make any adjustments, or clean up any blemishes. (Save editing time by cleaning up your objects beforehand with a cloth or compressed air)


NEWS: Member Dues (Fall 2012)

Dear INK SLCC members,

Some of you have surely been wondering how and where to pay your membership dues for this semester. And those of you who missed our visit to Advanced Type and Layout may even be confused about the membership application process at large. So, without further ado, here is the process broken up into 6 easy steps:

  1. Apply for membership.
  2. Upon receiving your application, we will send you an invitation by e-mail. (If you don’t receive one within a week, please check your spam folder and send us a message.)
  3. Accept the invitation. (You are now a member, yay!)
  4. Now, look at the sidebar on your right and scroll down until you see FALL 2012 MEMBERSHIP.
  5. Click Pay Now and complete the Paypal transaction.
  6. Print out a copy of your receipt, write your user name on it and give it to Kerry Gonzales by Mon, Oct 8th. (You’re done!)

NEWS: Hello and Welcome to the FALL 2012 Semester!

New to INK?

INK SLCC is an AIGA student group that strives to help members get off on the right foot in their design and art careers. We encourage creative and professional growth by providing access to information, resources, advice, critiques, portfolio reviews, activities and an environment to create genuine connections with other visual art students and creative professionals. As the official AIGA student group at SLCC, we are also your direct link to the information and events available to AIGA members.

There are several ways you can participate:

    • In Class DiscussionsIf you’re enrolled in Advanced Typography and Layout with our advisor, Kerry Gonzales, you will be seeing us often for in class discussions. In these visits, we are going to talk about everything from how to get your design career started and what classes to take, to finding new resources and ideas, how to stay inspired and current on design trends.
    • INKslcc.com
      On our website: inkslcc.com, we make regular posts about upcoming design events, job listings and internships, tutorials, competitions and all sorts of other useful information for new designers.
    • Critiques
      Through the site we also hold online critiques which allow you to post your work for valuable feedback and help others grow by commenting on their work. Critiques are essential to the growth of a designer and participation is highly encouraged.
    • Collaboration
      INK members can also use the group to find other like-minded individuals for project collaborations. For example, a graphic designer needs to find an illustrator for a project they are working on. INK can put the word out and help the two connect.
    • Group Activities
      As a member of INK, you will also be invited to attend design and art related events with the group, such as gallery strolls, Salt Lake Design Week, AIGA events, the occasional social gathering and more. INK does not hold regularly scheduled meetings at this time, but these activities give us an opportunity to get to know each other outside of the classroom and strengthen us as a visual art and design community.

To Join:

Please go to https://inkslcc.wordpress.com/join-ink and fill out the form. We are excited for a new semester at SLCC and look forward to getting to know you!



Before we dive into event updates, we would like to extend a big “Thank you!” to everyone who attended the INK SLCC Open House last Tuesday. We hope you had as much fun as we did and made friends with some cool creative people. By now, all the guests who signed up for membership should have received e-mail invites. If you didn’t get one, please use the Join INK form on the website and we will send you an invitation as soon as we can.

Our next club meeting will be held on:

When: Tuesday, Februrary 21st from 5-7pm

Where: Taylorsville Redwood Campus, Student Center, Parlor B (downstairs)

We hope to see you all there!

As far as events are concerned, the next one on the list is Perfect Portfolio Photography on a Brown Bag Budget. It is intended for students only and aims to provide useful tips on how to take good portfolio photography while working on a tight budget. The event will be held tomorrow at The City Library.

When: Wednesday, Februrary 8th from 7-8.30pm

Where: The Salt Lake City Library
210 East 400 South
Lower level rooms B & C
Salt Lake City, UT 8411

Price: $5 AIGA members, $10 non-members

Later this weekend, you can attend:
Valenteenies: Love Notes and Calling Cards

Sat, February 11, 9am – 2pm

Love Stinks: An Anti-Valentine’s Zine Workshop
Sat, February 11, 2pm – 5pm

You can refer to our calendar for more information on those and future events.

And once again, thank you for attending the Open House and, please, feel free to contact us with any questions you have.