Design That Works
Tovarkovdesign – design that works. Tovarkovdesign is my brand name that was created from my second name Tovarkov and a word design, meaning design by Tovarkov, as simple as that. Everything is simple and logical. So here I will present you my current logo and walk you through design process behind the scenes.
I'll start with the old and the current logo comparison. I like simple shapes, minimalism, order, and certain logic in design. The older version is already a history and to be frank it was a bit messy and entangled. Current version got no frills, it's quite straightforward and maybe just a tad edgy. But that's what I like about it.
As you can see both logotypes employ custom lettering approach, they both are text only logotypes (however there is an additional icon symbol, you should be able to see it in the corner of your browser tab, favicon). The first (old) logo is a monogram of my second name Tovarkov, all letters are capitalised, some elements are overlapping or just touching and merging into one grapheme, a single sign or symbol. What were the merits of that logo? It was unique (as I created it from scratch), quite easy to reproduce with a lot of media (even with handwriting), was good even in small scale, worked well even only in black and white (well it is almost my colour scheme), looked quite edgy. I guess that's where virtues finished. To be frank the logo was created hastily, without proper care to details, and actually wasn't the best example of good design. It was quite complicated and difficult to guess the meaning or to read it, some elements apparently were not very eye-appealing, like different height for V A R character edges, visual complication of overlapping R K O characters, inconsistency of forms with only R and K characters having curved shapes.
To be fare enough the old logo served its purpose, if not for that logo there would be nothing to redesign and to improve. Design is continuous process with a lot of iterations and improvements, one just should remember that one can always do better. Here you can see a full version logo and an icon which represents merging of T (for Tovarkov) and D (for design), it was designed as additional sign that could be used as icon, avatar, favicon, and in general in any context where full version wasn’t possible.
Finally I was ready to leave behind old logo and managed to allocate some time for logo redesign. As I mentioned previously I like simple shapes, minimalism, order, and certain logic in design. From thumbnail sketches you can see that I tried to play around T and T+D letters combination while visual research phase. But in the end I took the concept of the old logo as a base but decided to refine and polish it, make it more perfect and consistent.
So from lead pencil sketching I jumped to vector building. Rough vector shapes were like that. All letters same height and line width, only straight or angled lines, no curved shapes, angled letter elements have the same angle so that they are parallel. Thus it gives feeling of unification, cohesiveness, and letters even work like a single pattern.
As you can judge from the image I experimented with forms (like upside-down letter K, width of letter T) just to see if it feels right, if it feels better or not. There were tons of minor tweaks here and there, some were so minute that it's hard to tell. But the devil is in the detail. Still something felt wrong. I figured out that it was letter R. As you’ve already noticed most letters are built with the help of V letter shape. Letter A, base for letters R and K use this shape. I like the idea of graphical means economy. It gives you constraints that allow you be even more inventive. Thus I decided to rebuild R entirely with V shape. By the way these straight and angled lines give some runic like feel.
I created additional icon symbol following the same logic as in old logo, and oddly it turned out to be quite universal, because when mirrored it can be read as OT – Oleksandr Tovarkov, my full name.
Just some final touches and that’s pretty much how the final design looks like.
Tovarkovdesign – design that works