When I work with new clients, I sometimes use the phrase, “It’s not a product; it’s a process.” That certainly was the case last fall when Nick Henderson at Henderson Graphics worked with me to come up with the logo for this site — I was fascinated by the process, and perhaps you will find it interesting as well. At any rate, I think it’s worth sharing an abbreviated version of how we arrived at this:

Nick is a long-time friend and has been my designer and advisor for more than 15 years. One of the reasons I like working with him is that he is an artist first, and a computer geek second. Like me, he does a lot of his best thinking away from the computer, with an open notebook and pen or pencil in hand, so it was fitting that the process began with a series of sketches. I also appreciated that he generated so many ideas for me to consider.

Comments in italics are Nick’s.

10/1:  Sketches and Notes

A logo is an opportunity to expand the depth of the communication in a compact area. Sites like Slashdot use logotypes that are type only, with no mark or ideogram. We can fall back to that for FileMaker Hacks, but I hope you’ll help me develop the character of it such that you have a signature quality and collection of elements that are memorable, and convey the character and integrity you have in mind.

I like the idea of hacks as doors. As a visual motif, I think it works, and isn’t misleadingly architectural.

Seems that the idea of an ‘F’ casting a shadow that’s an ‘H’ also has some merit:

Having a folder in there in some combo is almost irresistible however…

And while I know it doesn’t suit you as much personally, the miltary metaphor of the target crosshairs sure seems to fit the marketing hyperbole around software hacks and work-arounds.

While a folder might be too explicitly like FM, there’s something about a very modern representation that reminds both of the open folder, an array of units with depth, dimension and shadow. I think this one can be both elegant, very contemporary, and convey an upper level of professionalism.

Here are some more folder ideas to kick around:

In order to convey the ‘hack’ nature of the site/project, I’m not above trying to capture the romance of pixels….

[Editor’s note: anyone who equates pixels with romance is okay in my book.]

Possibly too cheesy, but in the mix nonetheless, I threw in some wings for the folder – a hack is about adding spead, or uplifting something stuck in the sludge afterall…

…and one of my favorites, which I’m calling frames, though is some other breed of 3D object:

I figured you might like a geometric approach – this is rough, but gives the idea. The only one to which I’ve applied color – but an example of how much more substantive a sketch can become if you see promise in it. (Hindsight would have that H be a capital.)

To be continued… (click here to go to part 2)