My favorite customer wanted a logo.
He is principal of a Berlin school “Jean-Krämer-Schule Wittenau”.
That school is based in an old fashioned round-shaped brick building.
A few months ago we had even done a new flyer for the school using the very picture and the color of the bricks. Created a nice effect – the brick red.
After a short briefing on the logo the principal and me knew that we wanted to adapt the shape of the building which was like an arc with two side wings and the red of the building.
But not a dark brick red as we used it before. This time it should be a clear and intensive red.
The principal wants to use the logo in his stationary. The stationary is a word-template. Main font for the letters is “Arial”. So I needed a font matching “Arial” but also representing the school.
School is a middle school with students from grade 7 to 10 – age range 12–17.
Font should be modern.
For the first session I tried 7 different fonts (I spare you some of them) and 4 versions of the arc with or without wings.
1. simple arc with font “Anna”.
Anna is a decorative Art Deco like font which was created in the 1990s.
The school was built between 1928–1931 by the German Architect Jean Krämer.
So a font with a reminiscence of the 1930s seemed to be suitable.
I also like the capitalization of the font. “Anna” is a good font for headlines.
I added for this sketch as well as for the others the dots for the German A-Umlaut (vowel mutation) Ä as red dots. When ever it was possible the i-dot has been reded too.
2. small arc with wings on left and right – font “Bauhaus”
“Bauhaus” is one of my favorite fonts.
I love the roundness of the font, therefore I thought the roundness could represent the building perfectly.
“Bauhaus” is a decorative, futuristic and geometrical font based on a prototype which was created by H. Bayer of Bauhaus Dessau (http://en.wikipedia.org/wiki/Bauhaus#Dessau) in 1925.
Typeface of “Bauhaus” is very clear. Despite to “Anna” you can use “Bauhaus” for headlines and bodytext.
3. wide arc with wings on left and right side – font: “Chalkboard”
4. simple arc with font “Bernhard Modern”, text also formed arch-like.
Also a font created in the 30s of last century. I like to use fonts which are in a certain way related to the object. So a font created in the same decade as the building seems to be perfect for the project.
“Bernhard Modern” is a very elegant and formal font with serif. It would match perfectly with the “Arial” of the letter head of the school.
Adapting the arc with the text was a nice experiment too. To me it emphasizes and strengthens the form of the school building.
“Bernhard Modern” shaped to an arc really picks up the form.
5. same expriment but with “Anna”
Appears also very nice. But compared to “Bernhard Modern” “Anna” picks up the form a bit differently and doesn’t emphasize it the same way.
I tell you, we have been close to the final result.
7. small arc + wings + “Bernhard Modern”
I love to experiment with similar forms and different fonts. I have a certain feeling for fonts. But just look at the different ideas by yourself and see how a font can change the expression.
The term “Jean-Krämer-Schule” is always the same font size, but each font appears differently, not only in style but also in size.
8. arc + wings + “Serpentine”
A very heavy font.
Created in the 60s of last century it has an athletic impression.
I would call this font masculine.
I had send my ideas to the customer, who checked them very carefully.
He decided to use “Bauhaus”, which is a good choice in my opinion.
Clear, modern and matches well with “Arial”, means there is enough difference in the two fonts to make it easy for a non-professional to distinguish the fonts.
The principle was a bit influenced by a logo of a travel business. He wanted the arc a bit asymmetrical. The text should be written in capital letters, with an i-dot.
9. asymmetrical arc + “Bauhaus” capitalized
Another wish of the principal was, to type the location of the school “Wittenau”, a borough of Berlin, with a bigger fontsize and closer to the name “Jean-Krämer-Schule”.
Finally we adapted the capital letters, the bigger arc, name and location got the same font size and from our asymmetrical version the roundness of the edges and corners.
Final version of the logo.
Which version would have been your favorite?