EDGAR ORTIZ A LOGO GLUTTON’S COLLECTION
1ST EDITION
Logoso: A Logo Glutton’s Collection, 1st Edition Edgar Ortiz Š 2016 Edgar Ortiz. All rights reserved. Designed by Edgar Ortiz Edgar Ortiz Design edgar @ edgarortizdesign.com edgarortizdesign.com
EDGAR ORTIZ A LOGO GLUTTON’S COLLECTION
1ST EDITION
ABOUT
Edgar Ortiz is a graphic designer from Belton, Texas. At the time of putting together this book, he was a month away from graduating from the University of Mary Hardin-Baylor. By then, he had been freelancing for a little over a year. In that first year as a freelancer, Edgar worked on a variety of projects that included menu, ad, web and print design, as well as some illustration and more. The majority of projects, however, were logo and visual identity design.
Edgar worked with clients in his hometown of Belton, Texas, and other nearby cities, including Temple and Bruceville-Eddy. He later worked internationally, with clients in Mexico and one in Arusha, Tanzania. This book catalogs the logo projects that Edgar completed from September, 2015 to October, 2016. The process and stories behind each logo are described briefly as well.
TABLE OF CONTENTS 010
022
040
028
042
038
044
WHAT’S A LOGOSO
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WHY LOGOS
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Table of Contents
048
078
096
058
084
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068
090
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Table of Contents
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152
170
OTHER LOGOS
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160
178 ACKNOWLEDGEMENTS
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166
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PROJECT INDEX
INTRO
Logoso
[loh-goh-soh]
A logo glutton. Derived from the words logo and goloso, the Spanish word for glutton. “that logoso was staring at my box of cereal �
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WHAT’S A LOGOSO? CLARIFICATION
I first started considering myself a logoso when I noticed that I spent a lot of time staring at logos. I couldn’t go one car ride without analyzing a logo I saw along the way. I stares at the packaging on stuff at the grocery store. Things got to the point where my girlfriend had to involuntarily listen to a logo analysis every time we had a conversation.
It’s safe to say that design, especially logo design, was on my mind a lot. Probably too much. However, my obsession with logos wasn’t wasted. I began designing my own logos for personal projects, friends and family. Eventually, I started freelancing for local businesses, where I had the opportunity to put my logoso urges to work on something that could help someone.
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WHY LOGOS? INTRO
Last year I did a project that included going around my hometown of Belton, Texas, taking pictures of the local businesses and organizations’ signs. The purpose of the project was to get a general idea of the graphic design in Belton specifically, so the signs and logos of large corporate chains, such as McDonald’s and Taco Bell, weren’t included.
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The results of the project showed me that the vast majority of the local businesses didn’t have much of a visual identity. There wasn’t a sense of consistency, nothing that made the business memorable. This lack of a visual ID immediately gave the big national brands the upper hand, most of whom have established branding.
Why Logos?
Signs of local businesses and organizations in Belton, Texas. Logoso
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Intro
The unfortunate thing about this is that good people end up missing out on business. A small business can be great at what they do, but low quality branding can give the misconception that the quality of the actual business is also low. This subconsciously makes it hard for new potential customers to trust the quality of a business; pushing them to choose the “safe” corporate brand instead.
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Good design isn’t just for the big brands. Schoepf’s and The Gin are examples of local businesses from the project that had strong visual identities. The two have been featured in magazines, receiving attention from outside of the local area, and in turn getting more business.
Why Logos?
When speaking to some of the owners of businesses with a less refined visual identity, I found that many of them didn’t think a stronger logo was important to their success as a business. A logo alone won’t make or break a business, but it can make a big difference. It plays a key role the first impression, it’s the cornerstone for the visual identity.
The project inspired me to help people see the true value of design and the impact a strong logo and consistent brand can have on their success. People shouldn’t lose business because of a bad logo.
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BARBERIAN BARBERSHOP BELTON, TX | SEPTEMBER 2015
Barberian Barbershop is a one-man business run by Chris Carattini, offering quality, carefully crafted haircuts. Being an artist himself, Chris thought up the concept for his shop’s logo, but had trouble making his sketch into something usable. That’s where I came in.
Carattini’s initial sketch. 18
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Barberian Barber Shop
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Barberian Barber Shop
Sign on the front of the shop. Carattini added a few barbershop poles to the logo.
Although the logo didn’t require much work from my part, it holds a special place in my memory as the first logo I had worked on that was exposed to the outside world on a big sign. On top of that, I earned myself some free haircuts from the best barber in town.
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TYPE COMMENT WEEKLY BELTON, TX | FEBRUARY 2016
TYPE COMMENT WEEKLY WEEK 3
WEDNESDAY, FEBRUARY 3, 2016
TYPOGRAPHY II
Multitasking Type THIS WEEK we look at the Cafe Olé logo’s type, particularly the “Olé” above the image of the cup. The type in the logo interested me one afternoon while at work. As an H-E-B employee, I would often see this logo but assumed the word “Olé” was simply drawn in the same type of style that the cup was so that it would work together as one image. One night while returning a package to it’s location on the isles, I looked at the logo on the coffee package a little longer than usual. I noticed that the “Olé” above the cup also represented steam coming from a hot cup of coffee. Once I had noticed this, I couldn’t “unsee” the type as steam. I found this to be interesting considering that for
Using type as image and text at the same time brings to mind the way type was used by Herb Luballin in his logos.
The Cafe Olé logo as it appears on one the coffee packages. Picture taken on January, 2016.
many years I saw it as nothing but type written in scribble-like lines. The letters are in a decorative, sans-serif, cursive font.It is clearly custom made to fit the image of the cup for this logo. The blue strokes inside the type give it the same feel that the rest of the logo has, allowing it to work together nicely as one image. The rough strokes look like handmade scribbles, giving a more cultural feel to the type and logo. This was likely done to
portray the variety of coffee flavors the brand offers from several different kinds of cultures. Using type in this manner brings to mind the work of Herb Luballin, who mastered the art of using type as text and image at the same time, as he did in the Mother & Child, Marriage, and Families logos. Edgar Ortiz UMHB graphic design student
Early version of Type Comment Weekly before switching to the logo featured in this book. 22
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Type Comment Weekly was a short-lived weekly article that I wrote as part of a school project. The articles critiqued bits of typography I ran across in everyday life. TCW had a short life span, only active during the spring of 2016.
Type Comment Weekly
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February 2016
WEEK 12 WEEK 8
A Delight-ful Change While scanning a customer’s items at work, I noticed the Sunny D juices he was buying. A new logo was slapped on the juice bottles. The new logo isn’t entirely different as it’s still in the same format as the previous one, keeping the sun-filled oval with the brand name crossing in front of it diagonally, but the feel of the new logo is entirely different. Although I personally dislike the illustration inside the new logo’s oval, I am a fan of the change to all-caps type. The type is bolder and feels more playful and child-friendly than the previous type that had a more serious feel to it. Another good reason for the change was found after conducting some online research on the logo’s history. I found that when typing in “Sunny D logo” in google, one of the search suggestions that google provided was “Sunny D logo looks like”. Choosing to follow the selection, the search results showed several websites poking fun at the outline of the previous lower-case logo’s type for making a shape similar to that of... well, you know. The all-caps type on the new logo removes any previous vulgar associations, while appearing more suitable for it’s mostly child audience, making the change a sucessful one.
New logo
Previous logo
Previous logo’s type & silohuette Edgar Ortiz Graphic Design 2016
Some of the last Type Comment Weekly articles, using the logo featured in this book. 24
APRIL 13, 2016
PIXELS!
WEDNESDAY, MARCH 9, 2016
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We are going super local this week as we look at the work of one of UMHB’s students, Justis Martinez, on his identity design for UMHB Play Night. The event will feature video-gaming tournaments, prizes, and pizza. Justis chose to go with an extremely pixelated font for the posters and other applications. The type fits the pixelated appearance of classic video-gaming systems. On the logo, the type is pixelated as well, but is thicker than the type used else where. The font has a gradient inside of it and an outline. These effects help the type look fresher and therefore allows it to connect to a wider range of video games rather than limiting it to an older time in video-gaming. This could attract other video gamers who are possibly not as interested in the older games. In conclusion, the type works perfectly with the event it represents. A round of applause for Justis, showing that designers from smaller towns are capable of good work as well.
a flyer advertising the event
logo detail
Edgar Ortiz Graphic Design 2016
Type Comment Weekly
OH, I GET IT!
KRAYON TYPE WEEK 11
APRIL 6, 2016
This week we’re going back to the past with what was pretty much my favorite band throughout highschool. Korn is a rock/metal band formed in 1995. The band’s known for lyric’s that touch on the challenges the band members faced growing up and the problems fame bought to their lives as well. The logo for the band was originally drawn in crayon by the lead singer, thus resulting in an unclean grungy appearance when vectorized. The logo expresses the disoriented, angry lyrics the band had for most of their music through it’s equally messy edges and harsh strokes. Korn is also one of the few bands that has used the same logo in every single album they’ve released. This note is especially impressive when considering that the band has been around for over two
decades. In all fairness, the logo is slightly different on the second album Life is Peachy, but the approach is still the same, as the logo is still spelled in agressive crayon strokes. In later years, the logo’s type was used to make an entire font that is now used all over the band’s website, Korn. com. In recent albums, the band has been incorporating electronic elements into their music, helping the band to touch with some younger audiences of today. This change in musical direction was reflected on the album covers as well, as the band’s logo was made “high-tech” on the cover for The Path of Totality. In conclusion, the logotype is unique from any other band I know of, is versatile and can be used in many different ways, and perfectly captures the personality of the band.
WEEK 13
APRIL 20, 2016
This week we look at a logo designed by Jon Hughes. Jon had a simple but clever idea to use the insdie of the M to make a mask similar to the one used by Batman. My only criticism is that the flat line at the bottom of the middle point of the M feels a bit awkward, but I understand that the M is like that to help make the shape of the mask clearer. The designer might have noticed this hower, because the K has an awkward space between the
stem and the bottom leg too, and it’s almost the same size as the flat line on the M previously mentioned. This break in the K helps to balance the M a little bit. The mask isn’t immediately clear, making the viewer take a closer look, but it’s clear enough to be understood once the viewer looks at it for a few seconds. Overall the logotype is solid , clever, and pleasing to the eye.
M detail
K detail
The same logo has been used on every album cover. Logo detail.
Edgar Ortiz Graphic Design 2016
Logo detail.
Edgar Ortiz Graphic Design 2016
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Type Comment Weekly
Alternative icons. Logoso
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FAMILY PROMISE EBC BED RACE BELTON, TX | FEBRUARY 2016
Family Promise of East Bell County provides food, shelter and comprehensive services to homeless families in Bell County, Texas. Family Promise accomplishes their goal with the help of community partnerships and a network of congregations who open their doors to those in need. One of the ways Family Promise EBC raises funds for their mission is by holding an
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annual Bed Race, where teams of runners race to a finish line while pushing at least one team member on a custommade bed with wheels. Family Promise EBC came to UMHB for help branding the event. The school held a logo design contest among the graphic design students, where the winner’s logo would be used for the event. My logo won the contest.
Family Promise EBC Bed Race
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February 2016
Family Promise used two of the logos I had presented. One was used to represent specifically the 2016 Bed Race, and the other used to represent the entire series of bed races.
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Both logos use loose, bubbly hand-lettered type that expresses the fun and silliness of the event.
Family Promise EBC Bed Race
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The logo was used on the t-shirts and posters that advertised the event, which I designed as well.
The poster and logos use the blue and yellow used by the national Family Promise brand.
The 2016 Bed Race logo was used on the front of the t-shirts. The bed race series logo appears on the back of the T-shirts. T-shirts designed by a member of Family Promise EBC. Far right: Event poster ad. 32
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Family Promise EBC Bed Race
The 4th Annual Bed Race & Evening Dessert Celebration
Supporting the Mission of Family Promise EBC - Saturday, April 2nd 4th Annual Bed Races
Evening Dessert Celebration
First United Methodist Church (main parking lot) 205 E 3rd Ave, Belton, TX 76513 10 a.m. to 1 p.m.
St. Luke’s Catholic Church (fellowship hall) 2807 Oakdale Dr, Temple, TX 76502 7 p.m. to 8:30 p.m.
- Enjoy the thrill and silliness of watching teams push “racing beds” in support of Family Promise - Free funfair activities for kids - $5 hotdog lunches available - Limited seating available or bring your own lawn chair
- Enjoy assorted desserts and Starbucks coffee - Bid on a large assortment of silent auction items - Celebrate the mission of Family Promise - Honor winning Bed Race teams
Free Admission
Cost: $10 per person (pay cash or check at door) RSVP by Monday, March 21st Email: familypromisetemple@yahoo.com or call: 254-773-9980
Presented by United Way of Central Texas and Family Promise of East Bell County Full Size Sponsors: First United Methodist Church of Belton | Remax Temple-Belton | St. Luke’s Catholic Church Twin Size Sponsors: Chris Lockett (Remax Temple-Belton) | 31st and Market HEB | Lott, Vernon & Company, P.C., CPAs
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Families, runners and volunteers rockin’ the t-shirt. Photos sourced from the Family Promise EBC Facebook page.
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Family Promise EBC Bed Race
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February 2016
A decade’s worth of the logo, just in case they want to keep using it for a while.
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Family Promise EBC Bed Race
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GORDITA BRUCEVILLE-EDDY, TX | FEBRUARY 2016
Gordita is the mascot for Gorditas & Burritos, a Mexican food truck that my girlfriend’s mom, Rosa Torres, plans to open up.
Gordita is a Spanish word with double meaning. It can refer to a stuffed Mexican flatbread, or a plump woman.
Single color Gordita for cheaper printing. 38
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Gordita
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GOODSON-WADE FUNERAL HOME TEMPLE, TX | MARCH 2016
My friend Trenis Jordan and his friends cooked up plans to start up Goodson-Wade Funeral Home. Trenis came to me with the opportunity to create the logo for their start-up.
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The logo keeps a serious, reserved design to remain appropriate for the sensitive topic of funerals.
Goodson-Wade Funeral Home
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BLUE LILLY FLOAT SPA BRUCEVILLE-EDDY, TX | MARCH 2016
Israel Torres, my girlfriend’s brother, learned that flotation tanks allow users to experience a new level of relaxation. This relaxation can free up the mind like never before, creating the possibility of finding peace of mind.
The logo consists of a blue lily (symbolizing delicate floating) and a circle (symbolizing enlightenment).
Inspired to bring the experience to Central Texas, Israel began plans for Blue Lilly Float Spa. He asked me to design the logo for his start-up. Flat version of the logo for use when gradients are inconvenient. 42
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Blue Lilly Float Spa
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3RD COAST SURFING COMPANY CORPUS CHRISTI, TX | MARCH 2016
This logo was designed for a logo contest that was held at a design conference in Corpus Christi.
The logo was selected to be included in the UMHB Design Book, which catalogs the university’s best recent student design work.
Brainstorming sketches. 44
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3rd Coast Surfing Company
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March 2016
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3rd Coast Surfing Company
Alternate colorful version. Logoso
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GILL SANS BOOKLET APRIL 2016
As a student project, we were tasked with designing a booklet over the history and characteristics of a typeface and its designer. I chose Eric Gill’s Gill Sans. Using techniques inspired by George Bokhua, I created an Eric Gill icon to accompany the book. The icon was created using this picture of Eric Gill as a guide. Photo sourced from the University of Otago.
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Gill Sans Booklet
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Gill Sans Booklet
Left: A rough draft of the book laid out on paper during the first round of critiques. Right: The front cover of the finished booklet, which I printed and put together. Logoso
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April 2016
Getting shots this clean wasn’t as easy as I initially thought. 52
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Gill Sans Booklet
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April 2016
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Gill Sans Booklet
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April 2016
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Gill Sans Booklet
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ROOM ROOM MEXICO CITY, MEXICO | MAY 2016
Room Room is a restaurant bar in Mexico City, Mexico, featuring live bands and geared towards middle class families and “hipsters�. The restaurant theme is inspired by European/American taverns, with wood furniture, old leather sofas, and weathered bricks on the walls.
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Consultores Fatfish, who help businesses in Mexico City with their marketing needs, organized a logo contest for Room Room. Carla Chanes, an employee Fatfish, made me aware of the contest through Instagram. I submitted a Baroque-inspired logo, with a presentation that was way too detailed, but hey, it won the contest.
Room Room
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Screenshots of the in-process illustrator file. Logoso
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May 2016
Going out of my comfort zone, I used a Baroque-inspired design to fit Room Room’s old tavern theme. I started by first designing a monogram, a common feature of Baroque-style branding. The monogram is commonly used as part of the full emblem, but can be used alone to brand small spaces where the full logo doesn’t fit (like bottle caps and favicons). Monogram brainstorming sketches. 62
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Room Room
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Room Room used the monogram at a large scale on round objects such as drink coasters (seen above) and plates. 64
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Room Room
Breaking down the monogram’s design.
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May 2016
Inked sketch of the logo emblem. The final logo went through revisions that made it slightly different from the emblem shown above.
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ROBERTA’S PIZZERIA MEXICO CITY, MEXICO | MAY 2016
Roberta’s Pizzeria is a fast food restaurant for middle class families, friends and couples. Roberta’s features recipes that you wouldn’t find in your everyday pizzeria (like a pizza made on a portobello mushroom). The first establishment will be opening at Punta Norte Outlets in Mexico City, Mexico.
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This project came to me from Fatfish Consultores, who continued to provide work for me after winning the Room Room logo contest.
Roberta’s Pizzeria
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May 2016
The brief requested that the design fit the fast-food franchise aesthetic while still alluding to its unique pizza options. I went with thick, friendly, hand-lettered type that’s as unique to them as their pizza options. The final touch was dipping it in red to give it that salesy, fastfood franchise feel.
In-process sketches. 70
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Pizza options icons. 72
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Roberta’s Pizzeria
After completing the logo, I was tasked with designing a set of icons for the variety of pizzas offered by Roberta’s. These icons were used on the menu, which I designed as well.
Pizza & dessert icons. The pizza icon alone can serve as the logo in smaller applications where the wordmark would become illegible. Logoso
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The menu is designed for use on five large TV screens displayed over the ordering counter. I used a simple layout that emphasizes the variety of pizzas available.
Promos were added on the other two screens to complete the five-screen menu.
Menu screens. Food photography by Fatfish. Logoso
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May 2016
Promo screens designed by Carla Chanes. 76
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Roberta’s Pizzeria
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ARCTIC SHARKS FC BELTON, TX | MAY 2016
In the spring of 2016, I coached my two sisters’ soccer teams. Arctic Sharks FC, my youngest sister’s team, worked hard all season but wasn’t able to win any trophies. At the end of the season, I didn’t want to let the girls leave emptyhanded, so I made an emblem for them. Arctic sharks is a weird name for a soccer team of 8 year old girls, but that’s what they wanted. The shark was kept simple and friendly to stay appropriate. No sharp teeth! 78
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Arctic Sharks FC
ASFC
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May 2016
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Arctic Sharks FC
At the end of the season party, each player received a certificate with their name and the team logo on it. I’d put a picture of the team here, but the girls didn’t let me get one because they were more interested in eating pizza and playing games.
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Arctic Sharks FC
Thumbnail and previews of the emblem’s creation video on YouTube: “Making the logo Arctic Sharks FC”. Logoso
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2016 TSUNAMIS FC BELTON, TX | MAY 2016
Unlike the Arctic Sharks, the Tsunamis won trophies, but the older of my two little sisters would kill me if I didn’t give her team an emblem too. The emblem features 14 waves, representing the 14 kids on the team who collectively formed the tsunami.
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The Arctic Sharks and the Tsunamis both wore the same color uniform, so I used the same color palette.
2016 Tsunamis FC
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2016 Tsunamis FC
Most of the team and their certificates, with the other two coaches.
Certificates featuring the emblem were presented to each girl for their hard work throughout the season. The team was nice enough to put their food down and let me take a picture of them (take notes Arctic Sharks!).
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2016 Tsunamis FC
Thumbnail and previews of the emblem’s creation video on YouTube: “Making the Logo 2016 Tsunamis FC”. Logoso
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XREEFER SNIPES TEMPLE, TX | JUNE 2016
Xreefer Snipes is a gaming YouTube channel ran by Pedro Alvarez, the little brother of my cousin’s boyfriend.
The design uses bright colors and simple flat illustration to appeal to Pedro’s young audience.
Being new to the world of YouTube, Pedro wanted something to make his channel stand out, so he asked me to give his channel some fresh visuals.
Initial sketch. 90
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XReefer Snipes
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May 2016
Mobile channel homepage. 92
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XReefer Snipes
Desktop channel homepage. Logoso
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XReefer Snipes
Thumbnail and previews of the avatar’s creation video on YouTube: “Making an Avatar in Illustrator - Speed Creation Video”. Logoso
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SONEEDO BELTON, TX | JUNE 2016
A student project tasked us with creating a concept and design for a mobile app. The concept I came up with is Soneedo, a music streaming app. The name “Soneedo� is a play on the words need and sonido, the Spanish word for sound. Yes, another pun.
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Soneedo
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June 2016
Logo grid. 98
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Screenshots of the app. 100
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Soneedo
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June 2016
Promo image. Background photograph taken by me. 102
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EDGAR ORTIZ DESIGN SEPTEMBER 2015 – JULY 2016
When creating my brand I wanted to make sure it represents the way I roll as both a designer and a person. My core values I kept in mind while designing: Strong customer/client relationships, attention to detail, and determination.
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The identity remains minimal and clean to keep it from distracting from my other work on my website, this book, and other things that showcase my work. I started designing the identity in 2015. Learning more as time went on, I refined the brand in July of 2016.
Edgar Ortiz Design
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September 2015 – July 2016
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Edgar Ortiz Design
Top Left: Initial sketches. Bottom Left: Former wordmark Right: Screenshot of the former website’s home screen.
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The changes I made in 2016 helped the identity represent me more accurately. With an emphasis on detail, the icon was tightened up geometrically. Futura Bold Std replaced the old wordmark to give it a fresher, friendlier feel.
The identity’s color palette was changed from black and white to gray and white, with some very occasional touches of blue. The gray and white give the brand a softer and cleaner look, while the blue injects a bit of life.
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Grids and safe areas of the logo variations.
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I began to use Futura Std throughout everything related to my brand to give it a consistency that wasn’t present before. The changes proved to be effective as it won me more freelance projects and earned me a Dribbble invite.
Screenshots of the changed website as it appeared on October 10, 2016. Logoso
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September 2015 – July 2016
Pretentious stationary shots.
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Edgar Ortiz Design
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EXPERIMENTAL JULY 2016
When I’m not designing, I’m creating my own music. Experimental is a music album I composed that brings together atmospheric, rock and metal influences with an electronic twist.
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Similar to the mix of genres in the music, the album’s design comes from a mix of creative mediums. Darkroom photography, woodcut printmaking, a selfie and Photoshop come together to form a visual identity that explores self-expression just as much as the music does.
Experimental
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The woodcut and darkroom photograph. 116
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Experimental
The initial dark-room photograph used in the design alludes to the exploration of the album. It originally came from a photography project that explores connections formed from throwing random household items together. The woodcut is a product of my first times trying out woodcut printmaking, alluding to exploration as well.
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July 2016
Album Front cover. 118
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Experimental
Album back cover. Logoso
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Experimental
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SoundCloud profile mobile app view. 126
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Experimental
SoundCloud profile desktop view. Logoso
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HISTORY OF HOFHEINZ HOUSTON, TX | AUGUST 2016
In 2017 the University of Houston closed down its historic Hofheinz Pavilion, which was the home of Houston Cougars basketball for decades. Joseph Villages was tasked with creating a website was to commemorate the history of the building and all that went on in it.
Joseph chose to out-source for the logo design portion of the project, asking me to design an emblem for the project.
Single color version used for print. 128
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History of Hofheinz
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August 2016
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History of Hofheinz
Old picture of Hofheinz Pavillion used to create the illustration of the building that appears on the emblem. Picture drawn from the University of Houston Digital Library.
The emblem includes an illustration of what the building looks like when it is viewed directly at one of its corners, giving the big square building a more dramatic appearance.
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August 2016
Season schedule featuring the logo. Designed by Joseph Villegas. 132
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History of Hofheinz
Merch. Logoso
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AIGA UMHB STUDENT GROUP BELTON, TX | SEPTEMBER 2016
In my last semester at UMHB, I had the pleasure of helping my professor start the university’s first AIGA student group. The student group organizes meetings, speaker visits, field trips, workshops and more to assist students in understanding the design profession and encouraging them to take their education a step further.
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As president of the group, I’ve had several duties, including designing the group’s logo and the posters for the speaker visits.
AIGA UMHB Student Group
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September 2016
“Up with the Purple, the Gold and the White”. 136
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AIGA UMHB Student Group
First meeting poster.
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September 2016
Poster for the first speaker visit.
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AIGA UMHB Student Group
Poster for the second speaker visit.
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IRON ADDICTZ BELTON, TX | SEPTEMBER 2016
Iron Addictz is a fitness program that encourages physical and mental fitness, run by Ivan Ortiz, my determined cousin. Ivan encourages mental growth and motivation through his Iron Addictz Instagram page with inspirational quotes and pictures. Iron Addictz plans on setting up a custom website and a physical building in the future.
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In the website, Users will be able to choose from plans that guide them in either gaining muscle, losing fat, or maintaining their body, depending on the user’s needs. Iron Addictz offers something for everyone, but specializes in bulking up young men.
Iron Addictz
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Iron Addictz
Left: Mind map with keyword bubbles. Used to find concepts for the logo design. Right: Logo concept sketches and options. Logoso
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September 2016
The concept behind the logo icon comes from a combination of: The letter A - for Addictz of course. A dumbbell - In reference to weightlifting and pushing it to the next level. An up arrow - symbolizing progress, forward thinking, and growth.
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September 2016
Secondary logo arrangement. 146
Logoso
Iron Addictz
Unused logo concept. Logoso
147
September 2016
Definition of the logos’ safe area (minimum surrounding clear space). 148
Logoso
Iron Addictz
Definition of the logos’ minimum print sizing (in inches). Logoso
149
September 2016
Merch concepts.
150
Logoso
Iron Addictz
Logo on a metal plate.
Logoso
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NEEMA VILLAGE ARUSHA, TANZANIA | OCTOBER 2016
Neema Village is a rescue center in Arusha, that cares for abandoned and orphaned babies. Neema Village has also recently started programs that help Tanzanian women start their own business and become more independent.
Icon sketches. 152
Logoso
Satisfied with the illustrations I had done for one of her children’s’ books, Dorris Fortson, co-founder of Neema Village, offered me the opportunity to design their logo. The logo features a custom hand-lettered wordmark, and an icon that’s all about the love in Arusha.
Neema Village
Logoso
153
October 2016
154
Logoso
Neema Village
The wordmark is based on a set of large wooden letters that were given to Dorris and put up in the baby home.
The wordmark smooths out the serifs of the smaller letters to help them better fit the style of the larger N and V.
Logoso
155
October 2016
Combination mark variations.
156
Logoso
Neema Village
Inverse icon.
Logoso
157
October 2016
Stationary. 158
Logoso
Neema Village
T-shirts. Logoso
159
ALAS BOX MEXICO CITY, MEXICO | OCTOBER 2016
Alas Box lives in a container park in Mexico City, selling wings and beer in a tiny space of 30' x 30'. Playing with the double meaning of the word box, the sport of boxing is also mixed in to the concept. Being in the middle of the city, Alas Box asked a fresh, urban identity to compliment its setting.
160
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Gotham was chosen as the brand’s typeface because of its urban origins. Paint and graffiti-like textures were the finishing touches to drive the street look home. This project came to me through Carla Chanes of Fatfish.
Alas Box
Logoso
161
October 2016
162
Logoso
Alas Box
Left: Boxing glove icon. Right: Definition of the logo’s safe area.
Logoso
163
October 2016
164
Logoso
Alas Box
Orange. Logoso
165
LEEWAY BELTON, TX | OCTOBER 2016
At the end of each UMHB art major’s journey, comes the senior exhibition. Students are able to experience first-hand what it’s like to show work in a gallery, better preparing them for life after graduation. I had the pleasure of designing the logo and postcards for the senior exhibition of my graduating class.
166
Logoso
This book is debuting in this exhibit, so I can’t include pictures of the actual exhibit. I do, however, have the logo and postcard design to show you.
Leeway
Logoso
167
October 2016
Front of the postcard.
168
Logoso
Leeway
Recipient mailing address goes here.
Back of the post card designed by Monica Danielle Reyes.
Logoso
169
OTHER LOGOS 2015 – 2016
Not all logos made the cut. Some were killed off during revision cycles, others were made for projects that never took off or old school assignments. Some of these were only made for fun and allowed me to experiment with something I hadn’t before. They’re the logos I’m less proud of, but through these logos I made the mistakes that taught me the lessons I’ve learned.
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Not all of them are portfolio quality, which is why they only appear at a small size in this section of the book. However, they all somehow played a part in making me the designer I am today. These pages are their tiny moment of glory.
Other Logos
These logos were the stars of Localogo, an early version of this book that cataloged the logos I had made in the first 2 months of my logoso journey.
Logoso
171
2015 – 2016
172
Logoso
Other Logos
Logoso
173
2015 – 2016
This poster was featured in a gallery showing at Osobay XIX in Corpus Christi. Made in March of 2016, it includes a lot of my earlier work that is now in the “other logos” category.
174
Logoso
Logoso
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2015 – 2016
EDGAR O RTIZ |B ACK ON TRA CK
Produced by EDGAR ORTIZ © 2016 EO Records / All rights not really reserved unauthorized duplication is a “violation” of applicable laws. 00-001 Made in the E.U.
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Produced by EDGAR ORTIZ © 2016 EO Records / All rights not really reserved unauthorized duplication is a “violation” of applicable laws. 00-001 Made in the E.U.
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Produced by EDGAR ORTIZ © 2016 EO Records / All rights not really reserved unauthorized duplication is a “violation” of applicable laws. 00-001 Made in the E.U.
Produced by EDGAR ORTIZ © 2016 EO Records / All rights not really reserved unauthorized duplication is a “violation” of applicable laws. 00-001 Made in the E.U.
KCART NO KCAB .1 OG STEL .2 THGIN TSA L .3 TCELFER .4 PMUP .5 REBOTCO .6 ENOLA .7 ARIPSER .8 EERF .9
Produced by EDGAR ORTIZ © 2016 EO Records All rights not really reserved unauthorized duplication is a “violation” of applicable laws. 00-001 Made in the E.U.
ZITRO RAGDE yb decudorP devreser yllaer ton sthgir llA / sdroceR OE 6102 © .swal elbacilppa fo ”noitaloiv“ a si noitacilpud dezirohtuanu .U.E eht ni edaM 100-00
1. BACK ON TRACK 2. LETS GO 3. LAST NIGHT 4. REFLECT 5. PUMP 6. OCTOBER 7. ALONE 8. RESPIRA 9. FREE
Produced by EDGAR ORTIZ © 2016 EO Records / All rights not really reserved unauthorized duplication is a “violation” of applicable laws. 00-001 Made in the E.U. ZITRO RAGDE yb decudorP devreser yllaer ton sthgir llA / sdroceR OE 6102 © .swal elbacilppa fo ”noitaloiv“ a si noitacilpud dezirohtuanu .U.E eht ni edaM 100-00 ZITRO RAGDE yb decudorP devreser yllaer ton sthgir llA / sdroceR OE 6102 © .swal elbacilppa fo ”noitaloiv“ a si noitacilpud dezirohtuanu .U.E eht ni edaM 100-00
1. 2. 3. 4. 5. 6. 7. 8. 9.
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KCART NO KCAB .1 OG STEL .2 THGIN TSA L .3 TCELFER .4 PMUP .5 REBOTCO .6 ENOLA .7 ARIPSER .8 EERF .9
Produced by EDGAR ORTIZ © 2016 EO Records All rights not really reserved unauthorized duplication is a “violation” of applicable laws. 00-001 Made in the E.U.
Other Logos
Poster and packaging for “Back on Track”, an early version of what is now “Experi.mental”. Logoso
177
ACKNOWLEDGEMENTS THANK YOU
A big thank you to the people who’ve been a part of my journey in design so far. To Mom, Dad and Lorena for being supportive from the beginning, believing in me, and never asking me to do something “more practical” like being a doctor or something. To Dorris Fortson, Michael Fortson and Sue Hamby for giving me the opportunity to help with the visual side of the heroics they are performing through Neema Village in Arusha,Tanzania.
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Logoso
To my girlfriend, Gabriela Mendoza, for letting me blabber on about design to her every day, lifting me up when I was down, always being by my side. To eHouse Studio and the Quinn family for their incredible hospitality during the week-long nano-internship, which was super informative. To Carla Chanes for giving me the opportunity to work for several clients in Mexico. To Joseph Villegas for taking me along for freelance projects, and for expert practical advice.
Acknowledgements
To my cousin Ivan, for allowing me to use my passion to help him with his passion. To Trenis Jordan, Pedro Alvarez, Israel Torres, and Rosa Torres for giving me the pleasure of creating logos for their respective projects. To Family Promise of East Bell County for choosing my design for the bed race. To Chris Carattini for trusting me when I had almost no design experience, and for getting some of my work up in the outside world for the first time.
To Professor Matt Smith for being a mentor to me. Our conversations pushed me to think about design at a deeper level, making me better at what I do. To my classmates and professors for three and a half great years at the University of Mary Hardin-Baylor. To all designers who have inspired me with their work and/or advice. To all family and friends who were supportive in one way or another. To my Lord, who I’d be nothing without.
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PROJECT INDEX
AIGA UMHB Student Group 134 Alas Box 160 Arctic Sharks FC 78 Back on Track 176 Barberian Barber Shop 18 Blue Lilly Float Spa 42 Edgar Ortiz Design 104 Experi.mental 114 Family Promise EBC Bed Race 28 Gill Sans Booklet 48 Gorditas 38 Goodson-Wade Funeral Home 40
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Logoso
History of Hofheinz 128 Iron Addictz 140 Leeway 166 Neema Village 152 Other Logos 170 Roberta’s Pizzeria 68 Room Room 58 Soneedo 96 Tsunamis FC 84 Type Comment Weekly 22 XReefer Snipes 90 3rd Coast Surf Company 44
See more at my website: Edgar Ortiz edgar @ edgarortizdesign.com edgarortizdesign.com
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