Right now I’m working on a film called The Homefront that will premiere this May on PBS. It’s a documentary about the lives of military families.
It’s not a particularly graphics-heavy film, but it’s part of a larger campaign that will include web segments and additional resources, some of which won’t be made by us. All of these elements need to have a consistent look and feel, which is where I come in.
I really like the final logo system I came up with. Here’s how it evolved:
I was going for something that felt “military” but a little softer — rounder corners, muted colors, no grunge/distressing. We don’t want to have deal with font licensing and distribution to partners, so I’m also limiting myself to free-to-use-commercially-and-embed-online typefaces.
Feedback: Too much of a “military” feel; focus more on the “family” side. A bit too clean and flat. Needs to match the marbled gray background used for interviews.
This one incorporates the interview backdrop. It’s too far to the “family” side, and I knew it, but I wanted to put together something very different and get feedback from that direction.
Feedback: Way too bright and colorful, almost cartoony; too much texture. Don’t like the title in lowercase, but the font weight variation and underline are kinda nice. Want something that feels more like a “logo” than a film title card.
Kept the background, muted the colors, and started thinking about ways to give the underline some motivation. What if it evoked a house? Got to playing with shape layers, and made a whole bunch of different options.
Feedback: Finally feels like we’re on the right track. Colors are good. Not sure about breaking the title up onto two lines. Like the ones that have a suggestion of depth; want something that doesn’t feel like it has an “antenna” on top. Start thinking more about how this is going to animate.
Let’s try a house with a bit more dimension. I modeled the simplest possible house in C4D, brought it into AE via Cineware, then played with the camera angle until I found one I liked and traced that.
Feedback: We like the first option! (Yay — I like that one better too.)
Swapped out the background for a higher-quality version, and here’s the resulting logo and look:
Now all that’s left is to animate it…!