Project 3 Post: Stationery Set (Matt Colon)

When I sat down to brainstorm ideas for my logo, I immediately thought of utilizing the visuality of my last name, Colón, and using the shape of a cologne bottle. I dismissed it at once, thinking it would be irrelevant, but in the end came back to it, as the visual potential and uniqueness was too promising to pass up.

The logo is primarily the quintessential, prototypical squarish cologne bottle. Despite all the creativity a cologne bottle would allow, given all the variety of crazy bottles there are, I settled on a very recognizable shape for maximum recognition. The logo is extremely simple-- it is comprised entirely of straight lines, with my name written in a fancy script font, appropriate for cologne. In the black of the bottle is my name, Matthew Colón, in Kuenstler Script LT Std, set to Black for maximum readability and size. Originally, I had a cap that “hinged” off the bottle and came up at an angle, but upon realizing it looked more like a cap for a deodorant bottle, I changed it to a more fitting cologne bottle cap, a small square.

The square is hovering above the bottle, at an angle, giving the appearance that it was just flicked off and is still in motion. Coming out of the bottle are 5 lines I made small and dotted, giving the appearance of spray. I utilize the spray to point at my name in the stationery and to transition the reader to the back of my business card, where the spray continues to the other side of the card, adding a neat visual to it as well as utilizing the gestalt principle of continuation.

The colors I use are primarily black and white in the actual logo, but to provide contrast and background to my business card, I use a Pantone gold color, 466 PC, continuing the associations of elegance given by cologne. I tried to continue the use of the gold by adding it to the color of the flap of the envelope, also helping to distinguish my envelope and make it noticeable and different. I also used a variation of my logo, sans name, on the flap.