I strive for specific reactions when I create a logo or an identity system. Usually, I want someone to say, “Ooooh,” as in, “That’s so simple, yet so elegant and creative.” Usually I get, “Hmmmm,” as in, “I wish I weren’t here being asked about this logo.”
I’ve known for about four years that the 2010 NAI National Workshop would be held in Las Vegas. (November 16–20, 2010, at the Riviera. Mark your calendars!) The event will be held right on the famed Vegas Strip, where neon pervades. As I’ve turned ideas over in my head regarding the identity for this workshop, I have thought about my own experiences in that city.
I wanted the reaction from people seeing the logo for the first time to be similar to what I felt the first time I saw the Vegas Strip light up the night. I felt that I achieved what I was hoping for when I got these reactions: “Oh my!” (Lisa Brochu), “Golly!” (Tim Merriman), “Wow” (Shea Lewis and Jamie King), and “It’s too wordy” (Russ Dickerson).
None of these reactions starts with, “I really like it!” and to be honest, that’s not really the point. The point is to evoke a sense of place by referencing the visual stimulation that one experiences in Las Vegas through the use of texture and color. The workshop will be held right on the Vegas strip, and anyone who has ever been there knows that the experience begins with “Whoah!”
Of course, as with any project, there were some false starts:
My first attempt at an identity for this event never made it out into the world for public consumption, not because I was unhappy with the design, but because one of the people involved in the discussion threatened to stab me in the neck with a fork if I used the iconic “Welcome to Las Vegas” sign in the logo. (Okay, there was no literal threat of violence, but it was implied.)
Also, one of the original ideas for the slogan, “Viva Interpretation!” was ultimately discarded, and this identity just doesn’t work without that slogan.
Another concept that never saw the light of day is what I think of as kitsch overload. I thought, “Las Vegas is essentially founded on tacky visual extremes, so I’m going to break as many rules as I can think of.” I used not one but two doofy typefaces, an overstated color palette, and clip art. Oddly enough, the end result looked like a promotion for Spring Break in Miami.
I really like the kinetic element that all of the type creates. It does seem to have a friendly wiggle to me. Or perhaps I’ve had too much coffee this morning. It does represent the movement, activity, and overstimulation of Vegas.
The Las Vegas, Florida logo takes me back to episodes of Miami Vice and the early uniforms of the Florida Marlins/Arizona Diamondbacks.
Wow! I like it!
It reminds me of the tag clouds on blogs. At least it doesn’t resemble a hotel logo…
This is like when your musician-friend sings you a song she’s been working on and says, “What do you think?” which might account for the awkward “Hmmmms.”
I like the oasis theme, and I understand how the palm graphic relates to that. The pink/blue color scheme reminds me of Miami. It’s interesting that you chose to line the letters and numbers up NAI2010. I like how the word “oasis” is set apart from the rest of the text. I don’t know whether or not I like that the logo is actually made up of a bunch of smaller words. It’s definitely better than hotel sign draft.
Why didn’t you keep the palm tree between NAI and 2010 like in the second draft?
I lived in San Diego for 25 years and when I picture palm trees, I picture San Diego or LA. It is hard to notice palm trees in Las Vegas. With all the glitz and lights, the only trees to be found are usually indoors and plastic. To be honest, a pink flamingo wearing sunglasses would be more Las Vegas to me.
Don’t get me wrong, Paul. I could not design my way out of a paper bag, so I may be the last person to have the right to speak up here. But you did ask, so I’m answering. It’s a good design and intellectually, I can see where the design is born and what it represents. But, it just didn’t grab me.
Hey Pat, I like the logo. I think the palm tree represents the idea of an oasis rather one place in particular. There are palm trees lots of places, so it’s hard to say that they represent just one region. I’ve been to Vegas and there are definitely palm trees there.
As I noted on our Facebook page, I’ve been through grad school critiques, where the point is to break down a designer’s sense of self worth so far that they want to go flip burgers for a living, so I appreciate the thoughtful comments you’ve all made.
I actually just got back from a weekend with college friends in Las Vegas and I thought a lot about this logo so I’m interested in what people think.