Someone once told me that I need more art in my life. Which causes me to ask the question. Is graphic design considered art? According to Art Chantry, "No, design can’t be art any more than dentists can be doctors." I think there is, at least, some art involved in graphic design. Merriam-Webster defines art as, "the conscious use of skill and creative imagination especially in the production of aesthetic objects." Roux Louisiana hired me to do just that. Create a logo and brand collateral. Encompassing the companies' values and the owner's aesthetics.
Roux Louisiana, a youthful, and emerging catering company, accommodates tradition creole victuals with a modern twist. They cater to wide range of events including corporate, schools and weddings. The website states they are, "the definition of regional cuisine." Trust me their food is delicious!
The project started as most of them do. An in-person sit down, with the owner, to go over ideas. I sketched out some logos based on what he had gathered while searching online. I left with the owner seemingly excited about the direction it was going. I've seen this a few times with owners branding their company for the first time. They collect logos they like then, what me to create something similar. Rob Frankel, author of The Revenge of Brand X states "The success of a brand varies directly with the ability to accept the mantle of leadership." I could explain in the beginning that they probably won't like those options but, in my experience, they need to see it for themselves. And, it's great for getting the obvious stuff out, then moving on to the really creative designs.
Post our brainstorming session, I went to my studio and digitized the sketches. Then, presented them to the owner. Low and behold, he didn't like any of the four options I showed him. They were some good ideas. However, something was missing. We went back and forth a few times, revising and expanding on those options. Till no avail.
Back in my studio, with feedback from the previous versions, I created a few more logos that I thought he might like. With the last one capturing his attention. We started playing around with it. Seeing how it would look on a dark background. As well as, if it would stand out among other logos. We ultimately decided it did not work well in some situations.
At this point, I could tell the owner was getting discouraged. So, I decided to throw everything previously done out the window. Stacey Goodman suggest we should "Break It Apart and Put It Back Together" as a "method of finding creative inspiration" So, I started thinking about southern tradition, modernism, creole food, and how to visually represent that. I knew from speaking with the owner that he wanted an iconic type symbol. Something that people can instantly relate to his company. That's when I came up with "R" initial. I remember being nervous before presenting the new logo. It is very different than other logos he showed me. Fortunately, he loved the new design.
Next, I worked on the branding elements. Choosing textures, images, and colors that correlate. Designing letterhead, business cards, labels, and a menu. I also provided files for a website update, and for advertisements and articles. Ultimately, creating the cohesive look you see.
Thumb through the gallery below for a closer look.
I enjoyed working on this project. There was a lot of back and forth with the client. We went through many versions and revisions. I even had a logo he loved but, it didn't work for some mediums. However, the final logo and brand came out better than expected. I ended up capturing the owner's aesthetics and in the process gained a repeat customer. I would call that using "creative imagination."
So, what do you think? Is graphic design considered art?