My name is Jahanzeb Khan. I’m a Designer and Philosopher. I presently work as the head designer of a major fashion trend company, WGSN and Creative Director of Designer Reserve, a collaborative design studio where I work with interesting clients. Previously, I have been under the employ of design firms such as McRoberts Mitchell and FHM magazine, providing art direction and team management. My passions cover a broad spectrum of design mediums.
New York based Axis Denim is a global design & development company, as well as a manufacturer with fabric mills, laundry & sewing facilities.
Design Brief:
Design a Logotype and Icon; that conveys manufactured goods, with a comprehensive understanding of their clients; that adjust to the specific individual needs. Axis Denim is the only ‘true’ global denim manufacturing company in the world, with resources in China, Japan, Italy, Turkey & in the US; Los Angeles, CT, & New York.
Logo Development
Sketchpad:
The sketches illustrate different directions for the logotype. The mission was how to convey the passion Axis Denim has for its product within the design clearly and effectively as possible. It was challenging to portray this concept without some cliché denim reference or some funky typeface. I prefer to stick to a few timeless type choices unless the brand calls for it, otherwise loud or too expressive type choices are like an uncomfortable pair of fancy shoes; they might look great for dinning out with friends but I wouldn’t wear them every day. We had about 3 rounds of sketches until I hit on the idea of the “is” concept. Axis “is” Denim; it was simple, playful and memorable.
Typeface Selection:
Once the direction was established for the logo, I experimented with different typefaces that would convey the message clearly. This took quit a few runs, I felt some had potential and the client was happy with most of the selection; I wasn’t. I wanted something that was a more elegant, a bit more creatively threatening to its competitors while retaining a clear message from end-to-end. I decided to go with Adobe Garamond Pro; Garamond’s letter forms convey a sense of fluidity and consistency that is on par with what Axis Denim represents.
Color:
The color selection was based on reference images provided by the client. They wanted to incorporate stylized black and white photography, with their references of Asia, along with an industrial vintage feel. I use a tool provided by Colour Lovers, called Photocopa; It turns photographs into color palettes.
Icon Development and Type Placement:
I normally design an Icon and logotype together, but in this case they were done weeks apart due to some changes on the first brief. We wanted to have a symbol that would follow the design brief but would be used on smaller collateral; where the logotype would just not fit. The above are some of the directions that led to the final icon. The Ensō symbolizes a moment when the mind is free to simply let the body/spirit create in buddhism. The weaving machine was used to support the idea of manufacturing/sewing etc. Both references supported the idea of creation.
Collateral & Packaging:
Business cards and package labels/hang tags were all printed on recycled cardboard paper. The packaging idea came from some items I ordered from Amazon; not by the items but the box itself. It showcased the concept of manufactured products. Hints of yellow were used as elements in the design. In Chinese culture yellow signifies neutrality and good luck. 2 sets of business cards were also created, but due to manufacturing cost, we decided to follow more traditional standards. Internal tags were also created using a fabric from potato sacks and other raw garments.
Conclusion:
This was a great experience and fun project. I was very fortunate to get the chance to help brand a denim line. It was pretty huge in scope and new collateral is being produced everyday; but the joy of seeing my work in stores is well worth labor. Thanks to a great team of photographers and copywriters that helped keep this project on track. The website is being developed by www.crackedinthecranium.com, Shannon Farrell. I hope you enjoyed this post.
Nice and smart Jahanzeb Khan. I like the way you used ‘is’ in ‘Axis’.The correct approach towards creating anything related to graphics is to start scribbling on the sketch pad. I used to enjoy this a lot to begin with the simplest form or type or shape. Now a days due to time constrains I don’t use the sketchpad and usually create a document by the name of ‘scribbling (client abvr.) and use it as a sketch pad.
Thanks Sheji. Finding time to sketch is always hard when your deadline was yesterday. Sometimes I find myself jumping right on to a computer and things don’t go as smoothly. Lately I’ve been using a program called Sketchbook Pro, It works just like a real notebook and feels like pencil (you would need a pen tablet). It’s been helping with quick mocks and keeping better record of initial ideas.
Your process layout is super-tight. What made you decide to put the icon below the type. I’ve noticed lately in tech firms the offset approach for icon placement. Has your concept “Axis is denim” given the client inspiration for a possible ad campaign?
Great job.
Thanks Frank, I tried placing the Icon on the sides and it looked off balance. So the options left were top or bottom; the top would have been the default way to go, so naturally we went the other route. I once read a quote a “Be courageous enough to do the opposite of what everyone else is doing”, So now I try to apply that to my work, stay out of my comfort zone.
Hopefully aiming to have a campaign sometime, right now little design collateral keeps popping up, example: Dry clean only tag, size tags, signage, promo info…
Best,
J
Hi Jahanzeb,
What I admire more than the logo is your process, and how you display it on your site. Nicely done. I found myself thinking the company name was “ax is denim” rather than “axis denim” but I can see that was a conscious choice of yours.
All the best with your future logo projects, and thanks very much for reading my book.
Thanks David.
Your book was a major help in brushing up my process. I also thought about the “ax is denim” aspect, so decided to group the words using color; the idea fails on a black and white level, but 99% of the time it will be in color.
Hope everything is well on your end.
Amir,
I glad this project turned out so well. Glad to see it worked out with Artie…..
Hit me up.
Fred