Tuesday, June 29, 2010

Raisin Bran Lettering

Raisin Bran is a lettering project from 2007. This is the original logo lettering prior to the package update.

Two different styles were created based on sketches sent by the project designers at Schawk!

All the letters were drawn on a straight baseline. Each letter was skewed to match the curve of the layout. The holding line was created with an offset path filter, united with the pathfinder filter and cleaned up by removing unnecessary bezier points and line irregularities.

Interior highlights were added and rendered with a gradation that was softened with the gaussian blur filter. A drop shadow filter was applied and an offset path was added for the thin yellow outline. The yellow outline eventually changed to white.

The second logo version was bold italic with a pin serif. The letters were drawn on a straight baseline and skewed to match the arced guidelines.

Highlight shapes were added with the same color and filters as the first logo.

Of the 2 styles created this is the lettering used on the current package design.

Thursday, June 24, 2010

Custom Script For A Packaging Line

I am showing this project as a example of what is involved to create lettering for a packaging line. The design director requested several different styles of lettering based on samples from my website. After the styles were created the project was put on hold due to product manufacturing and flavor issues. Sometimes beautiful design work does not make it to the shelf due to legal issues.

When I develop custom scripts I do a lot of quick practice writing to learn flow of letterforms. I often use many sheets of paper to get something that I can scan and use for drawing templates in Illustrator. The 3 images below are what I used for drawing templates on this project as they provided the information needed for a starting point.

This screenshot is a good example of what happens while drawing in Illustrator. I first start with a single line, create an offset path and refine the letter shapes by adding thicks and thins. Next I will do variations of the letters so the client will have different versions to choose from.

This image shows variations for the word Truffle including the difference between the template image and the vector art. The drawing template is just a starting point. Sometimes what may look good in the template will not work when creating the finished lettering. I am basically using the drawing templates as layout notes so I understand where to loop a letter, bend or connect it.

These are the first 2 styles created for the project. After reviewing these styles the client requested a less traditional style.

This is the 3rd style created and the series that ended up on the comp packaging.

Saturday, June 5, 2010

Nut Harvest Lettering for Frito-Lay

While grocery shopping this morning I saw the Nut Harvest lettering I created back in 2004. I was pleased to see my lettering still in use on a Frito-Lay package after 6 years.

This is the series of rough sketches used as drawing templates. The sketches I work from are always rough as refinements happen while drawing in Illustrator.

Whenever I create lettering with an arced baseline I usually start by drawing the lettering on a straight baseline. This method allows me to keep the letter weight, height, drop lines and highlights consistent. When all the elements are properly drawn I will draw an arc and turn it into a locked guide. I will then skew each individual letter to match the baseline arc. I have used the envelope tool in Illustrator to bend letters but occasionally I end up with too much distortion at the ends of the arc. Hand skewing allows me better control of the letter form.

This version was based loosely on a baseball style script. The key element that made this lettering pop was the interior drop shadow shape as shown in blue.

The rough edge effect for this lettering was created with the distort roughen filter. All the white deckled texture was made with the brush tool while using a Wacom pen to stipple the texture. When finished with the texture effect I closed all the small shapes with a pathfinder filter. Back in the pre Mac days I would have used a rapidograph pen and marker to texture a photostat of the lettering. Much easier to do this in present day with a Wacom tablet.

Tuesday, June 1, 2010

Sinply Orange

Every time I am at the grocery store I see the Simply Orange lettering I created back in 2000. This is a unique script as it has been in use for over 10 years. I was fortunate to work with a team of excellent designers on this project when it first arrived on the consumer market.

This is the original sketch for the lettering. Like most sketches I use for drawing templates it is a loose reference to use as a starting point.

This image shows all the lettering that was created for the comps of the Simply Orange project. What is amazing is that all the lettering treatments with variations were produced in a 2 day timeframe. I drank a lot of strong coffee back in those days when I was under tight deadline pressure to produce a variety of styles.

This is the lettering as used on the current package design.