EDGAR ORTIZ A LOGO GLUTTON’S COLLECTION
1ST EDITION
Logoso: A Logo Glutton’s Collection, 1st Edition Edgar Ortiz Š2016 Edgar Ortiz. All rights reserved. Designed by Edgar Ortiz Edgar Ortiz Design edgar @ edgarortizdesign.com edgarortizdesign.com
EDGAR ORTIZ A LOGO GLUTTON’S COLLECTION
1ST EDITION
ABOUT
I’m Edgar Ortiz, a graphic designer from Belton, Texas. I work mostly as a freelancer, doing web design, print design, illustration, branding, and a lot of logos. I’ve worked on projects for clients in Central Texas, Mexico and Tanzania, along with stuff made for friends, family, and personal projects. I’ve been drawing for as along as I can remember. With graphic design, I'm able to use my passion in a way that helps others fulfill theirs.
This book catalogs the logo projects that I completed in my first year as a freelancer, from September, 2015 to October, 2016. The process and stories behind each logo are described briefly as well. More information on me and the projects in this book can be found on my website: edgarortizdesign.com
TABLE OF CONTENTS 010
022
040
028
042
038
044
WHAT’S A LOGOSO
?
012
WHY LOGOS
?
018
Table of Contents
048
078
096
058
084
104
068
090
114
Table of Contents
128
152
170
OTHER LOGOS
134
160
178 ACKNOWLEDGEMENTS
140
166
180
PROJECT INDEX
INTRO
Logoso
[loh-goh-soh]
A logo glutton. Derived from the words logo and goloso, the Spanish word for glutton. “that logoso was staring at my box of cereal �
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WHAT’S A LOGOSO? CLARIFICATION
I first started considering myself a logoso when I noticed that I spent a lot of time staring at logos. I couldn’t go one car ride without analyzing a logo I saw along the way. Sometimes I stared at the packaging on stuff at the grocery store or the logos on other people’s shirts. Things got to the point where my girlfriend had to involuntarily listen to a logo analysis every time we had a conversation.
It’s safe to say that design, especially logo design, was on my mind a lot. Probably too much. However, my obsession with logos wasn’t wasted. I began designing my own logos for personal projects, friends and family. Eventually, I started freelancing for local businesses, where I had the opportunity to put my logoso urges to work on something that could help someone.
Logoso
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WHY LOGOS? INTRO
Last year I did a project that included going around my hometown of Belton, Texas, taking pictures of the local businesses and organizations’ signs. The purpose of the project was to get a general idea of the graphic design in Belton specifically, so the signs and logos of large corporate chains, such as McDonald’s and Taco Bell, weren’t included.
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The results of the project showed me that the vast majority of the local businesses didn’t have much of a visual identity. There wasn’t a sense of consistency, nothing that made the business memorable. This lack of a visual ID immediately gave the upper hand to the big national brands with established branding.
Why Logos?
Signs of local businesses and organizations in Belton, Texas. Logoso
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Intro
The unfortunate thing about this is that people end up missing out on business without getting a chance to show what they’re made of. A small business can be great at what they do, but low quality branding can give the misconception that the quality of the business itself is also low. This makes potential customers subconsciously pick the “safe” corporate chain with the pretty logo instead.
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Good design isn’t just for the big brands. Schoepf’s Old Time Bar-B-Que and The Gin are examples of local businesses from the project that had strong visual identities. The two have been featured in magazines, receiving attention from outside of the local area, and in turn getting more business.
Why Logos?
When speaking to some of the owners of businesses with a less refined visual identity, I found that many of them didn’t think a stronger logo was important to their success as a business. A logo alone won’t make or break a business, but it can make a big difference. It plays a key role in the first impression, it’s the cornerstone for the visual identity.
The project inspired me to help people see the true value of design and the impact a strong logo and consistent brand can have on their success. People shouldn’t lose business because of a bad logo.
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Logoso
Logoso
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BARBERIAN BARBERSHOP BELTON, TX | SEPTEMBER 2015
Barberian Barbershop is a one-man business run by Chris Carattini, offering quality haircuts.
I took his sketch, cleaned it up and fine-tuned it until it was ready to go up on the front of his shop.
Being an artist himself, Chris thought up the concept for his shop’s logo, but had trouble making his sketch into something usable. That’s where I came in.
Carattini’s initial sketch. 18
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Barberian Barber Shop
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Barberian Barber Shop
Sign on the front of the shop. Carattini added a few barbershop poles to the logo.
Although the logo didn’t require much work from my part, it holds a special place in my memory as the first logo I had worked on that was used by a client. On top of that, I earned myself some free haircuts.
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TYPE COMMENT WEEKLY BELTON, TX | FEBRUARY 2016
Type Comment Weekly was a short-lived weekly article that I wrote as part of a school project. The articles critiqued bits of typography I ran across in everyday life. TCW had a short life span, only active during the spring of 2016.
Early version of Type Comment Weekly before switching to the logo featured in this book. 22
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Type Comment Weekly
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February 2016
Some of the last Type Comment Weekly articles, using the logo featured in this book. 24
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Type Comment Weekly
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February 2016
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Type Comment Weekly
Alternative icons. Logoso
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FAMILY PROMISE EBC BED RACE BELTON, TX | FEBRUARY 2016
Family Promise of East Bell County provides food, shelter and comprehensive services to homeless families in Bell County, Texas. Family Promise accomplishes their goal with the help of community partnerships and a network of congregations who open their doors to those in need. One of the ways Family Promise EBC raises funds for their mission is by holding an
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annual Bed Race, where teams of runners race to a finish line while pushing at least one team member on a custom-made bed with wheels. Family Promise EBC came to UMHB for help branding the event. The school held a logo design contest among the graphic design students, where the winner’s logo would be used for the event. My logo won the contest.
Family Promise EBC Bed Race
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February 2016
Family Promise used two of the logos I had presented. One was used to represent specifically the 2016 Bed Race, and the other used to represent the entire series of bed races.
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Both logos use loose, bubbly hand-lettered type that expresses the fun and silliness of the event.
Family Promise EBC Bed Race
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February 2016
The logo was used on the t-shirts and posters that advertised the event, which I designed as well.
The poster and logos use the blue and yellow used by the national Family Promise brand.
The 2016 Bed Race logo was used on the front of the t-shirts. The bed race series logo appears on the back of the T-shirts. T-shirts designed by a member of Family Promise EBC. Far right: Event poster ad. 32
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Family Promise EBC Bed Race
The 4th Annual Bed Race & Evening Dessert Celebration
Supporting the Mission of Family Promise EBC - Saturday, April 2nd 4th Annual Bed Races
Evening Dessert Celebration
First United Methodist Church (main parking lot) 205 E 3rd Ave, Belton, TX 76513 10 a.m. to 1 p.m.
St. Luke’s Catholic Church (fellowship hall) 2807 Oakdale Dr, Temple, TX 76502 7 p.m. to 8:30 p.m.
- Enjoy the thrill and silliness of watching teams push “racing beds” in support of Family Promise - Free funfair activities for kids - $5 hotdog lunches available - Limited seating available or bring your own lawn chair
- Enjoy assorted desserts and Starbucks coffee - Bid on a large assortment of silent auction items - Celebrate the mission of Family Promise - Honor winning Bed Race teams
Free Admission
Cost: $10 per person (pay cash or check at door) RSVP by Monday, March 21st Email: familypromisetemple@yahoo.com or call: 254-773-9980
Presented by United Way of Central Texas and Family Promise of East Bell County Full Size Sponsors: First United Methodist Church of Belton | Remax Temple-Belton | St. Luke’s Catholic Church Twin Size Sponsors: Chris Lockett (Remax Temple-Belton) | 31st and Market HEB | Lott, Vernon & Company, P.C., CPAs
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February 2016
Families, runners and volunteers rockin’ the t-shirt. Photos sourced from the Family Promise EBC Facebook page.
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Family Promise EBC Bed Race
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February 2016
A decade’s worth of the logo, just in case they want to keep using it for a while.
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Family Promise EBC Bed Race
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GORDITA BRUCEVILLE-EDDY, TX | FEBRUARY 2016
Gordita is the mascot and logo for Gorditas & Burritos, a Mexican food truck started by my girlfriend’s mom, Rosa Torres.
Gordita is a Spanish word with double meaning. It can refer to a stuffed Mexican flatbread, or a plump woman.
Single color Gordita for cheaper printing. 38
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Gordita
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GOODSON-WADE FUNERAL HOME TEMPLE, TX | MARCH 2016
My friend Trenis Jordan and his friends cooked up plans to start up Goodson-Wade Funeral Home. Trenis came to me with the opportunity to create the logo for their start-up.
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The logo keeps a serious, reserved design to remain appropriate for the sensitive topic of funerals.
Goodson-Wade Funeral Home
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BLUE LILY FLOAT SPA BRUCEVILLE-EDDY, TX | MARCH 2016
Israel Torres, my girlfriend’s brother, learned that flotation tanks allow users to experience a new level of relaxation. He says this relaxation can free up the mind like never before, creating the possibility of reaching some sort of enlightenment.
The logo consists of a blue lily (symbolizing delicate floating) and a circle (symbolizing enlightenment).
Inspired to bring the experience to Central Texas, Israel began plans for Blue Lily Float Spa. He asked me to design the logo for his start-up. Flat version of the logo for use when gradients are inconvenient. 42
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Blue Lilly Float Spa
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3RD COAST SURFING COMPANY CORPUS CHRISTI, TX | MARCH 2016
This logo was designed for a logo contest that was held at a design conference in Corpus Christi.
The logo was selected to be included in the UMHB Design Book, which catalogs the university’s best recent student design work.
Brainstorming sketches. 44
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3rd Coast Surfing Company
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March 2016
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3rd Coast Surfing Company
Alternate colorful version. Logoso
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GILL SANS BOOKLET APRIL 2016
As a student project, we were tasked with designing a booklet over the history and characteristics of a typeface and its designer. I chose Eric Gill’s Gill Sans. Using techniques inspired by George Bokhua, I created an Eric Gill icon to accompany the book. The icon was created using this picture of Eric Gill as a guide. Photo sourced from the University of Otago.
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Gill Sans Booklet
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Gill Sans Booklet
Left: A rough draft of the book laid out on paper during the first round of critiques. Right: The front cover of the finished booklet I printed and put together. Logoso
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April 2016
Getting shots this clean wasn’t as easy as I initially thought. 52
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Gill Sans Booklet
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April 2016
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Gill Sans Booklet
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April 2016
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Gill Sans Booklet
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ROOM ROOM MEXICO CITY, MEXICO | MAY 2016
Room Room is a restaurant bar in Mexico City, Mexico, featuring live bands and geared towards middle class families and “hipsters�. The restaurant theme is inspired by European/American taverns, with wood furniture, old leather sofas, and weathered bricks on the walls.
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Consultores Fatfish, who help businesses in Mexico City with their marketing needs, organized a logo contest for Room Room. Carla Chanes, an employee of Fatfish, made me aware of the contest through Instagram. I submitted a Baroque-inspired logo, with a presentation that was way too detailed, but hey, it won the contest.
Room Room
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Screenshots of the in-process illustrator file. Logoso
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May 2016
Doing something different from my usual style, I used a Baroqueinspired design to fit Room Room’s old tavern theme. I started by designing a monogram, a common feature of Baroque-style branding. The monogram is a small part of the full emblem, but can be used alone to brand small spaces where the full logo doesn’t fit (like bottle caps and favicons). Monogram brainstorming sketches. 62
Logoso
Room Room
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May 2016
The monogram is also applied on round objects such as drink coasters (seen above) and plates.
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Room Room
Breaking down the monogram’s design.
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May 2016
Inked sketch of the basic structure of the emblem. The final logo went through revisions that made it slightly different from the sketch above.
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ROBERTA’S PIZZERIA MEXICO CITY, MEXICO | MAY 2016
Roberta’s Pizzeria is a fast food restaurant for middle class families, friends and couples. Roberta’s features recipes that you wouldn’t find in your everyday pizzeria (like a pizza made on a portobello mushroom). Roberta's is located in Punta Norte Outlets in Mexico City, Mexico.
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This project came to me from Fatfish Consultores, who continued working with me after winning the Room Room logo contest.
Roberta’s Pizzeria
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May 2016
Roberta’s owner requested that the design fit the fast-food franchise aesthetic while still alluding to its unique pizza options. I went with thick, friendly, handlettered type that’s as unique to Roberta’s as their pizza options. The final touch was dipping it in red to give it that salesy, fastfood franchise feel.
In-process sketches. 70
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Logoso
71
May 2016
Pizza options icons. 72
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Roberta’s Pizzeria
I designed a set of icons to be used on the menu for Roberta's, showing the variety of pizza flavors offered. The icons are hand-drawn as well.
Pizza & dessert icons. The pizza icon alone can serve as the logo in smaller applications where the wordmark would become illegible. Logoso
73
The menu is displayed on five large TV screens over the ordering counter. The simple layout emphasizes the variety of pizzas available.
Promos were added on the other two screens to complete the fivescreen menu.
Menu screens. Food photography by Fatfish. Logoso
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May 2016
Promo screens designed by Carla Chanes. 76
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Roberta’s Pizzeria
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ARCTIC SHARKS FC BELTON, TX | MAY 2016
In the spring of 2016, I coached my two sisters’ soccer teams. Arctic Sharks FC, my youngest sister’s team, worked hard all season but wasn’t able to win any trophies. At the end of the season, I didn’t want to let the girls leave empty-handed, so I made an emblem for them. Arctic sharks is a weird name for a soccer team of 8 year old girls, but that’s what they wanted. The shark was kept simple and friendly to stay appropriate. A shark as toothless as the team's offense. 78
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Arctic Sharks FC
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May 2016
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Arctic Sharks FC
At the end of the season party, each player received a certificate with their name and the team logo on it. I’d put a picture of the team here, but the girls didn’t let me get one because they were more interested in eating pizza and playing games.
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May 2016
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Arctic Sharks FC
Thumbnail and previews of the emblem’s creation video on YouTube: “Making the logo Arctic Sharks FC”. Logoso
83
2016 TSUNAMIS FC BELTON, TX | MAY 2016
Unlike the Arctic Sharks, the Tsunamis won trophies, but Saris, the older of my two little sisters, would kill me if I didn’t give her team an emblem too. The emblem features 14 waves, representing the 14 kids on the team who collectively formed the tsunami.
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The Arctic Sharks and the Tsunamis both wore the same color uniform, hence the similar color palette used for both logos.
2016 Tsunamis FC
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May 2016
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2016 Tsunamis FC
Most of the team and their certificates, with the other two coaches that helped me.
Certificates featuring the emblem were presented to each girl for their hard work throughout the season. The team was nice enough to put their food down and let me take a picture of them (take notes Arctic Sharks!).
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May 2016
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2016 Tsunamis FC
Thumbnail and previews of the emblem’s creation video on YouTube: “Making the Logo 2016 Tsunamis FC”. Logoso
89
XREEFER SNIPES TEMPLE, TX | JUNE 2016
Xreefer Snipes is a gaming YouTube channel ran by Pedro Alvarez, the little brother of my cousin’s boyfriend.
The design uses bright colors and simple flat illustration to appeal to Pedro’s young audience.
Being new to the world of YouTube, Pedro wanted something to make his channel stand out, so he asked me to give his channel some fresh visuals.
Initial sketch. 90
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XReefer Snipes
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May 2016
Mobile channel homepage. 92
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XReefer Snipes
Desktop channel homepage. Logoso
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May 2016
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XReefer Snipes
Thumbnail and previews of the avatar’s creation video on YouTube: “Making an Avatar in Illustrator - Speed Creation Video”. Logoso
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SONEEDO JUNE 2016
A student project tasked us with creating a concept and design for a mobile app. The concept I came up with is Soneedo, a music streaming app. The name “Soneedo� is a play on the words need and sonido, the Spanish word for sound.
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Soneedo
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June 2016
Logo grid. 98
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June 2016
App design made with Sketch. 100
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Soneedo
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June 2016
Promo image. Background photograph taken by me. 102
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103
EDGAR ORTIZ DESIGN SEPTEMBER 2015 – JULY 2016
When creating my brand I wanted to make sure it represents the way I roll as both a designer and a person. Core values kept in mind while designing my brand: Strong customer/client relationships, attention to detail, and determination.
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The identity remains minimal and clean to keep it from distracting from my other work on my website, this book, and other things that showcase my work. I started designing the identity in 2015. Learning more as time went on, I refined the brand in July of 2016.
Edgar Ortiz Design
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September 2015 – July 2016
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Edgar Ortiz Design
Top Left: Initial sketches. Bottom Left: Former wordmark Right: Screenshots of the former website. Desktop and mobile.
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Edgar Ortiz Design
The changes I made in 2016 helped the identity represent me more accurately. With an emphasis on detail, the icon was tightened up geometrically. Futura replaced the old wordmark to give it a fresher, friendlier feel and allow it to stand the test of time better.
The color palette changed from black and white to gray and white, with some very occasional touches of blue. The gray and white give the brand a softer and cleaner look, while the blue injects a bit of life into it.
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Grids and safe areas of the logo variations.
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I use Futura Std throughout everything related to my brand to give it consistency. The variety of weights Futura Std has gives me a lot of flexibility. The changes made to my brand website proved to be effective, as I won more freelance projects and a Dribbble invite.
Screenshots of the updated website. October 31, 2016. Logoso
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September 2015 – July 2016
Pretentious stationary shots. 112
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Edgar Ortiz Design
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EXPERI.MENTAL JULY 2016
My desire to create things isn't limited to visual things. On my free time I'll occasionally write and produce my own music. Experimental is a music album I composed that brings together atmospheric, rock and metal influences with an electronic twist.
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Similar to the mix of genres in the music, the album’s design comes from a mix of creative mediums. Darkroom photography, woodcut printmaking, a selfie and Photoshop come together to form a visual identity that explores self-expression just as much as the music does.
Experi.mental
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July 2016
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Experi.mental
The darkroom photograph used in the design alludes to the exploration of the album. It originally came from a photography project that explored connections formed from throwing random household items together. The woodcut used in the design also alludes to exploration, since I don't make woodcuts very often. The woodcut is one of three that I've made. Left: Woodcut. Right: Darkroom Photograph. Logoso
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July 2016
Album Front cover. 118
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Experi.mental
Album back cover. Logoso
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July 2016
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Experi.mental
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July 2016
SoundCloud profile mobile and desktop views. 126
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Experi.mental
soundcloud.com/democre
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HISTORY OF HOFHEINZ HOUSTON, TX | AUGUST 2016
Hofheinz Pavilion was the home of Houston Cougars basketball for decades before the University of Houston decided to close it down. The university hired Joseph Villages to create a website commemorating the building and its history.
Joseph asked me to design the emblem for the website and other things related to the stadium's departure.
Single color version used for print. 128
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History of Hofheinz
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August 2016
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History of Hofheinz
Old picture of Hofheinz Pavillion used to create the illustration of the building that appears on the emblem. Picture drawn from the University of Houston Digital Library.
The emblem includes an illustration of what the building looks like when viewed directly from one of its corners, giving the big square building a more dramatic appearance.
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August 2016
Season schedule featuring the logo. Designed by Joseph Villegas. 132
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History of Hofheinz
Merch.
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AIGA UMHB STUDENT GROUP BELTON, TX | SEPTEMBER 2016
In my last semester as a student of the University of Mary HardinBaylor, I helped my professor start the university’s first AIGA student group. The student group organizes meetings, speaker visits, field trips, workshops and more to assist students in understanding the design profession and encouraging them to take their education a step further.
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As the first president of the group, I had several duties, including designing the group’s logo and the posters for the speaker visits.
AIGA UMHB Student Group
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September 2016
“Up with the Purple, the Gold and the White”. 136
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AIGA UMHB Student Group
First AIGA UMHB student group meeting poster. Logoso
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September 2016
Poster for the first speaker visit.
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AIGA UMHB Student Group
Poster for the second speaker visit.
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IRON ADDICTZ BELTON, TX | SEPTEMBER 2016
Iron Addictz is a fitness program that encourages physical and mental fitness, run by my cousin, Ivan Ortiz. Iron Addictz gives users the ability to choose from a variety of plans including gaining muscle, losing fat, or maintaining weight.
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Iron Addictz encourages mental growth and motivation, sharing inspirational quotes and pictures on social media.
Iron Addictz
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Iron Addictz
Left: Mind map with keyword bubbles. Used to find concepts for the logo design. Right: Logo concept sketches and options. Logoso
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September 2016
The concept behind the logo icon comes from a combination of the letter A, a dumbbell, and an up arrow (symbolizing progress, forward thinking, and growth).
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Logoso
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September 2016
Secondary logo arrangement. 146
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Iron Addictz
Unused logo concept. Logoso
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September 2016
Definition of the logos’ safe area (minimum surrounding clear space). 148
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Iron Addictz
Definition of the logos’ minimum print sizing (in inches). Logoso
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September 2016
Logo on a metal plate and beanies. 150
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Iron Addictz
Gym tanks.
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NEEMA VILLAGE ARUSHA, TANZANIA | OCTOBER 2016
Neema Village is a rescue center in Arusha, that cares for abandoned and orphaned babies. Neema Village also helps Tanzanian women start their own business and become more independent.
Icon sketches. 152
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Satisfied with the illustrations I had done for one of her children's books, Dorris Fortson, co-founder of Neema Village, offered me the opportunity to design their logo.
Neema Village
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October 2016
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Neema Village
The hand-lettered wordmark is based on a set of large wooden letters that were given to Dorris and put up in the baby home.
I smoothed out the serifs of the smaller letters and adjusted the thickness to help all the letters work together.
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October 2016
Combination mark variations.
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Neema Village
Inverse icon.
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October 2016
Stationary.
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Neema Village
Gabby (my girlfriend) and me selling and modeling T-shirts at a Neema Village event. Logoso
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ALAS BOX MEXICO CITY, MEXICO | OCTOBER 2016
Alas Box lives in a container park in Mexico City, selling wings and beer in a tiny space of 30'x30'. Playing with the double meaning of the word box, the sport of boxing is also mixed in to the concept. Being in the middle of the city, Alas Box asked for a fresh, urban identity to compliment its setting.
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I used Gotham as the brand’s typeface because of its urban origins. Paint, splatter, and rough edges were the finishing touches to give it a street graffitilike look.
Alas Box
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October 2016
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Alas Box
Left: Boxing glove icon. Right: Definition of the logo’s safe area.
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October 2016
Business Cards. 164
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Alas Box
T-shirts. Logoso
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LEEWAY BELTON, TX | OCTOBER 2016
At the end of each UMHB art major’s school life, comes the senior exhibition. Students are able to experience first-hand what it’s like to show work in a gallery, better preparing them for life after graduation.
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I designed the logo and postcards for the senior exhibition of my graduating class.
Leeway
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October 2016
Front of the postcard.
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Leeway
Recipient mailing address goes here.
Back of the post card designed by Monica Danielle Reyes.
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OTHER LOGOS 2015 – 2016
Not all logos made the cut. Some were killed off during revision cycles, others were made for projects that never took off or for old school assignments. Some of these were only made for fun and weren't meant for much else. They’re the reject logos, but through these logos I made the mistakes that taught me the lessons I’ve learned.
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Not all of them are portfolio quality, which is why they only appear at a small size in this section of the book. However, they all somehow played a part in making me the designer I am today. These pages are their tiny moment of glory.
Other Logos
These logos were the stars of "Localogo", an early version of this book that cataloged the logos I had made in my first 2 months of logo design. The Barberian logo is also part of that lineup. Logoso
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2015 – 2016
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Other Logos
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2015 – 2016
This poster was featured in a gallery showing at Osobay XIX in Corpus Christi. Made in March of 2016, it includes a lot of my earlier work that is now in the “other logos” category.
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2015 – 2016
EDGAR O RTIZ |B ACK ON TRA CK
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Produced by EDGAR ORTIZ © 2016 EO Records / All rights not really reserved unauthorized duplication is a “violation” of applicable laws. 00-001 Made in the E.U.
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Produced by EDGAR ORTIZ © 2016 EO Records / All rights not really reserved unauthorized duplication is a “violation” of applicable laws. 00-001 Made in the E.U.
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Produced by EDGAR ORTIZ © 2016 EO Records / All rights not really reserved unauthorized duplication is a “violation” of applicable laws. 00-001 Made in the E.U.
Produced by EDGAR ORTIZ © 2016 EO Records / All rights not really reserved unauthorized duplication is a “violation” of applicable laws. 00-001 Made in the E.U.
KCART NO KCAB .1 OG STEL .2 THGIN TSA L .3 TCELFER .4 PMUP .5 REBOTCO .6 ENOLA .7 ARIPSER .8 EERF .9
Produced by EDGAR ORTIZ © 2016 EO Records All rights not really reserved unauthorized duplication is a “violation” of applicable laws. 00-001 Made in the E.U.
ZITRO RAGDE yb decudorP devreser yllaer ton sthgir llA / sdroceR OE 6102 © .swal elbacilppa fo ”noitaloiv“ a si noitacilpud dezirohtuanu .U.E eht ni edaM 100-00
1. BACK ON TRACK 2. LETS GO 3. LAST NIGHT 4. REFLECT 5. PUMP 6. OCTOBER 7. ALONE 8. RESPIRA 9. FREE
Produced by EDGAR ORTIZ © 2016 EO Records / All rights not really reserved unauthorized duplication is a “violation” of applicable laws. 00-001 Made in the E.U. ZITRO RAGDE yb decudorP devreser yllaer ton sthgir llA / sdroceR OE 6102 © .swal elbacilppa fo ”noitaloiv“ a si noitacilpud dezirohtuanu .U.E eht ni edaM 100-00 ZITRO RAGDE yb decudorP devreser yllaer ton sthgir llA / sdroceR OE 6102 © .swal elbacilppa fo ”noitaloiv“ a si noitacilpud dezirohtuanu .U.E eht ni edaM 100-00
1. 2. 3. 4. 5. 6. 7. 8. 9.
1. 2. 3. 4. 5. 6. 7. 8. 9.
KCART NO KCAB .1 OG STEL .2 THGIN TSA L .3 TCELFER .4 PMUP .5 REBOTCO .6 ENOLA .7 ARIPSER .8 EERF .9
Produced by EDGAR ORTIZ © 2016 EO Records All rights not really reserved unauthorized duplication is a “violation” of applicable laws. 00-001 Made in the E.U.
Other Logos
Poster and packaging for “Back on Track”, an early version of what is now “Experi.mental”. Logoso
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ACKNOWLEDGEMENTS THANK YOU
A big thank you to the people who’ve been a part of my journey in design so far. To Mom, Dad and Lorena for being supportive from the beginning, believing in me, and never being those parents that say being a designer isn't "practical." To Dorris Fortson, Michael Fortson and Sue Hamby for giving me the opportunity to help with the visual side of the heroics they are performing through Neema Village in Arusha,Tanzania.
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Logoso
To my girlfriend, Gabriela Mendoza, for letting me blabber on about design to her every day, lifting me up when I'm down, and always being by my side. To the eHouse Studio staff and the Quinn family for their incredible hospitality during my week-long nanointernship at the studio. To Trenis Jordan, Pedro Alvarez, Israel Torres, Rosa Torres, and my cousin Ivan for giving me the pleasure of creating logos for their respective projects.
Acknowledgements
To Family Promise of East Bell County for choosing my design for the bed race. To Joseph Villegas for taking me along on freelance projects and giving me helpful advice on freelancing. To Chris Carattini for trusting me when I had almost no design experience, and getting some of my work up in the outside world for the first time. To Carla Chanes for giving me the opportunity to work for several clients in Mexico.
To Professor Matt Smith for being a mentor to me, and pushing me to think about design at a deeper level, never letting me settle. To my classmates and professors for three and a half great years at the University of Mary Hardin-Baylor. To all designers who have inspired me with their work and/or advice. To all family and friends who were supportive in one way or another. To my Lord, who I’d be nothing without.
Logoso
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PROJECT INDEX
AIGA UMHB Student Group 134 Alas Box 160 Arctic Sharks FC 78 Back on Track 176 Barberian Barber Shop 18 Blue Lily Float Spa 42 Edgar Ortiz Design 104 Experi.mental 114 Family Promise EBC Bed Race 28 Gill Sans Booklet 48 Gorditas 38 Goodson-Wade Funeral Home 40
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Logoso
History of Hofheinz 128 Iron Addictz 140 Leeway 166 Neema Village 152 Other Logos 170 Roberta’s Pizzeria 68 Room Room 58 Soneedo 96 Tsunamis FC 84 Type Comment Weekly 22 XReefer Snipes 90 3rd Coast Surf Company 44
See more at my website: edgar @ edgarortizdesign.com Edgar Ortiz edgarortizdesign.com
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