From Start to Finesse

As a consumer it is uncommon to see a logo other than in its final form. Richard Perez, a graphic designer and illustrator, gives us a unique look into his creative process while making a corporate logo. Perez’s job was to update the Capitol Records Logo. Being one of the first major recording labels established on the west coast it was important to keep the feeling of the iconic Hollywood headquarters.

Perez was given the unique challenge of updating a brand that already has a large following. Capitol Records is home to some of the biggest recording artists of all time. Because of the companies wide range of artists it was important that the identity appealed to all generations and focused primarily on the power of the music.



Perez created at least ninety simple sketches while trying to find the perfect balance of new and old. It is easy to see that Perez tried out many ideas and if you study the image above you can see his creative thought process happening. It is important to also note that within these ninety sketches the final logo is there, but not fully.

The final logo created by Perez achieves the perfect balance of new and old by using clean lines and timeless characteristics. From a non-designer standpoint the simplicity of the logo may give the illusion that it took little time to design it. But by giving a snapshot into the design process Perez has allowed anyone to see how creativity works and the importance of brainstorming.






For more of Richard Perez’s beautiful work visit his website at: http://skinnyships.com/

If you are interested in the creative process of logos or branding check out the books: Marks of Excellence, Logo, and Identity Crisis

Images: All images courtesy of http://skinnyships.com/