Preparing a News Open: Choosing the Logo

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by Kurt Murphy, Paws For Effect, Amherst, New York USA ©2001 Kurt Murphy. All Rights Reserved. Used at CreativeCow.net by kind permission of the author. This edition ©2001 Creativecow.net. All rights reserved.

Article Focus: Join noted broadcast designer Kurt Murphy as he outlines the steps he used to re-create the on-air identity of KVEW television, an ABC affiliate in Washington state. In this on-going series, Kurt explores design issues as well as set-up short-cuts and tricks. In part one, he introduces the subject and then sets out to create it. Join in, you will enjoy this great series.

Click on the image above to see the sequence sheet

This is a project for a dual market television station (KVEW & KAPP) in Washington state. It was a total re-design package with a new logo design and consisted of 47 separate animations. It was completed using Freehand, Photoshop and After Effects. The final product was burned onto four CD’s; one containing all the master After Effects and Photoshop files, one containing the talent and beauty shots and two others containing the rendered movies. Here’s a step-by-step process on the creation of one of those opens. The only prerequisites for the logos were to have the call letters, number and abc logo. Several ideas were created in Freehand, and a couple of my favorites were rendered out in 3D in an effort to sway them (which never works), then e-mailed to the client. They were bantered about at various meetings where eventually they picked... My least favorite design. After choosing the basic design, various font types and styles were tested for the call letters and numbers. They also decided to go with a black abc over a white disk.

The logo started to grow on me when they decided to drop the number altogether (a wise decision) and to just go with the call letters and abc logo. An EPS logosheet was supplied with color and black & white samples for all their print work. Continued in Part Two: Adding WOW to the Logo with Zaxwerk's Invigorator

©2001 Kurt Murphy. All Rights Reserved. Used at CreativeCow.net by kind permission of the author.
This edition ©2001 Creativecow.net. All rights reserved.

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