The title is true, and I’ll tell you another thing:
Believe everything you read, especially if you read it on the Internet.
No. That is terrible advice. I really can’t believe I have allowed myself to start this blog about our professional company with that piece of garbage. If I had it to do again, let’s see, I would have said, “Will Reading This Blog Make You Smarter?”. Perfect. Catchy, ironic and quite tempting.
Opening remarks aside, we are thrilled to have finally entered the blogosphere. The primary topic of the blog will be our soon-to-be-full-blown company, Z squared language services. Some of you may already be privy to the fact that the company will first be called zeta al cuadrado servicios lingüísticos because we are founding it in Spain. I suppose that segue is as good as any to finally get to the pith of the post. The (figurative) face of the company: the logo.
Back before Thanksgiving 2010, we had a great video chat with Darren Schwindaman of Creative Distillery regarding the company, the website, the logo, the brand and all of the other good stuff Darren, Melia and Gillian do over there. Back then I had a job and the idea of having a professional outfit handle our company’s image and branding was within budget. A few weeks later I did not have a job and the budget naturally shrank; although Creative Distillery’s estimate was more than fair, we simply had to put our money toward other things, like rent.
Quick fast forward to last week, Amaia and I decide that it was time to get serious about getting serious about the company. I was in a bit of a lull in work so I had the time to dedicate to what we saw as the first goal: logo creation. We had downloaded the trial version of Photoshop CS 5 extended before Christmas to manipulate some photographs to create our holiday card. However, I quickly found out that for creating an image or graphic from scratch, Photoshop is nothing at all like the only other creative application I had used before, Paint. OK, the tools are similar and what you are doing is in essence the same, but c’mon, apples and oranges.
I believe the term is “all thumbs.” After tons of video tutorials, umpteen user’s forums, heaps of help inquiries, millions of fonts, thousands of color schemes, hundreds of designs, 29 full iterations and 2 Facebook polls, we finally agreed on the logo.
I proudly present the fruit of a full work week’s worth of labor (and yes, they are supposed to be two different sizes, duh.):