rule_twentysix Newsletter
Local marine graphics and clothing company rule_twentysix have just sent out their December email newsletter, with help from Skysoclear.
Video Production Studio
- 07729 702277
Trust is through the eyes
We recently filmed a web video for a local cleaning machine company. The project consisted of five videos that would go on each key page of their new website, to act as an alternative to text and bring in some personality.
While filming the pieces to camera, a phrase came to mind that sums up how I feel about pieces to camera: Trust is through the eyes
It’s true, and I’m going to trademark it (not really!). The fact is, when it comes to presenting to an audience, if you don’t have eye contact, you’re not caring and people will look away.
The same can be said for general appearance. If you’re looking tired, or sweaty, you can often be taken as “dishonest”. That’s why most good video production companies have “powder” with them, which is essentially a clear foundation (tip: If you need to get powder on the morning of your shoot and go to a 24 hour supermarket like a large Asda, bear in mind they open the makeup counters at 8 am – no earlier. Is makeup like alcohol or something?).
It’s the small things that really make or break a business video, so if you’re looking to do some video in the future, consider how you will come across – will you keep eye contact with your audience?
Crafting a new identity
I’ve never been truly happy with our logo. I had searched high and low for a font that really summed us up, but over the years, never really found one that suited. Ultimately this led to the decision that we really needed something bespoke, and needed to turn to an typographer.
With our renewed focus into video production, it was time to bring in a professional to help realise our vision. We knew what we wanted – a clear logotype that could be applied to most situations and would align ourselves with the types of clients we wanted to work with.
I had spotted the work of typographer Rob Clarke, who has previously worked on identities for the likes of Rowntrees, Currys and Hovis and asked him whether he could help. He agreed to work with us and we set about creating a bespoke logo for Skysoclear.
After the project, I asked Rob about his approach to the project and the process on creating our identity:
How did you approach the new logo design?
Rob: It was a fairly clear brief so I had little research to do, but I did look at some sporty/surfy/outdoor logo examples – especially ones that use a script/calligraphic approach. There were a few I liked because they used a swoosh stroke under the word but these were all forced and unnatural – I wanted the swoosh to feel more connected and fluid.
The problem with an off-the-shelf script font is that they can lack craft and uniqueness, especially with how one character sits next to another. Therefore, I aimed to explore some quirky – maybe unexpected letter connections that give the logo its distinctive quality. Having said this, while trying to inject personality – it is also very important to retain legibility.
What was your process?
Rob: I would like to say that I get all my favourites pencils out but nowadays most of my work is done directly on screen. However I do print out as I go along and sketch over the top. Initial exploration is always done quite quickly and once a final route is determined I then completely redraw in order to achieve smooth curves and overall consistency. The points are plotted as if the script was being written with a pen – that is I don’t only plot points around the edges.
We’re really happy with the outcome and can’t thank Rob enough for his ideas and expertise. The new identity will be rolled out into our marketing material and video idents which we’ll produce in the new year (to go on the end of our future video productions).
Usually I’d attempt to do something like this myself (evidently in this case, with very little success), but putting trust into an expert can really get great work done. I would certainly look to bring in further expertise in the future, not just with client projects, but with project we have in the works.
An expert knows all the answers – if you ask the right questions.
- Levi Strauss
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