AMA: Josh Brewer & Tim Van Damme - Abstract

almost 5 years ago from Tim Van Damme, Designer at Abstract

  • Jonathan SimcoeJonathan Simcoe, almost 5 years ago

    Can you guys speak a bit for how you branded Abstract? Who took the lead and what drove you to land where you did. I love the use of patterns and shapes and thought it would be cool to see "behind the curtain" so to speak. ;)

    0 points
    • Josh BrewerJosh Brewer, almost 5 years ago

      The Abstract brand has been quite a journey. Frank took the lead and the two of us collaborated on the mark and the visual language. It’s interesting how versatile a mark needs to be today. Early on we determined that we wanted something playful but sturdy, built up from basic shapes, and if it worked, imply a sense of versioning/layering. Obviously, our starting point was the letter "A" but as you can imagine, there are so many marks already out there making a capital A out of geometric shapes.

      The explorations were endless, some in new and different directions. Some were pretty fun/interesting, but ultimately not what we wanted. We began developing the idea of patterns and shapes in parallel and started playing with the lower-case "a" and that’s when it started coming together. We both talked about Paul Renner's alternate "a" from his early sketches for Futura and looked at even using it directly (it had a similar approach to what we we’re exploring), but it didn't feel right.

      We use a stroked circle to represent a commit in the product, and the implied "up and to the right" arrow conveyed a sense of direction and refinement. Once we dialed in the proportions/spacing, we stepped back and everyone agreed we had nailed it.

      2 points