ihate.biz corporate logotype

Okay! Done! For more than 2 months, I have been working on this and now it is here. So from the scratches and whatever-could-symbolize-hate ideas to certain visual shape.

Many things symbolizing hate and/or anger came to my mind: weapons, flashes, evil eyes, evil faces… but then i realized! Hate is the exact opposite of love.
So I took the heart shape and started forming and “oppositing” it. I tried things like impaling it, tearing or crashing it. Then I took the card symbols, I thought the spades could be kinda opposite to hearts - I tried to get it into the logotype, but it still was to complicated, so I finally mirrored the hearts card symbol and installed it besides the “A” in IHATE.BIZ.

Skizzi

So I started digitalizing the logotype.
At first - creating the shape. I did scrutinize packs and packs of cards, downloaded many images to obtain the PERFECT shape. The card hearts are slightly different from the heart pictogram, which has got only closed bows, but in my case, the roof-shaped corner has the bows opened. The construstion after the analysis was obvious, but perfect - four circles. The sign was nearly finished.

Construction of “hearts shape”

I decided to type the IHATE.BIZ in capitals to get the typo together with the massive sign. I choosed the Microsoft Sans Serif (pretty funny, isn’t it?), which I modificated by adding “boldness”.
After kerning, I placed the heart and ballanced the ratios.

Logotype in basic B&W version

I must have chosen colours. Choosing colours is often very amusing, but can also be boring, when you just cannot find the right ones. But this wasn’t that case. The purple-red colour exactly expressed what I meant by hate. This is the colour of hate - agressive, but full of emotions. Purple is the coulour of evil and red of passion and love. The green-gray complement has got no more sense than a ballanced partner to the purple-red.

Final logotype in colours

I’m offering some more views at the logotype in negative.

Negative logotype

Negative logotype B&W

Like that? I personally do ,o)
Now, time has come to work at further publishing of this logotype (clothes, webs) and start to prepare the design manual, business cards and other mercantile stationery.

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