…A Thousand Words

Aug 25

If we buy into the premise that a picture is worth a thousand words… then designing a logo feels like writing a novel… in haiku form… on a deadline… and everyone is watching.

It has to speak volumes - about who you are, what you value, and how you work. It has to capture the essence of your brand, strike the right tone, match the vibes of leadership, and look great on a water bottle! No pressure!

Like many business owners, I have agonized over this process. It’s exciting and terrifying!

When launching Lunar Telephone Company, I knew that I didn’t want a DIY approach. This new idea was too important to me. I wanted an outside perspective - a collaborator. I needed a creative partner who could help translate the vibe into something visual. (In other words, I took the advice that I often give to my own clients.)

I interviewed several brilliant designers and spoke with a couple incredible marketing agencies. A first for me - I even consulted the Tarot, with my friend Brandon Alter (Spiritual Gayz) reading the cards!

Ultimately, I chose to engage Art Machine.

Then came the deep dive!

I shared my vision for Lunar Telephone Company - describing my goals, our strengths, our aesthetic, our target markets, and the design styles that inspire me. I used many of the same phrases that I’ve included on other blog posts and mailings - Retro-futurism, space-age optimism, jet-age graphics. I expressed my love for the awe captured in astro-photography, the boldness of vintage national park posters, the clean lines of Scandinavian minimalism, and the clarity of san-serif fonts. We enthusiastically obsessed over colors and fonts. We poured over mood boards and concept art.

The process has been terrifying and delightful. These are some of the highlights of our journey.