The Concept for Tuska71
I created this logo and brand identity for Tuska71 – The Art of Massage and Well Being. The initial concept was to incorporate a painting of Ganesh into the design, while keeping the logo unique and interesting.
Paul sent me a scan of a painting he had commissioned from an artist in India, which started the ball rolling on the concept of the logo. I colour corrected the scan in Photoshop to change it to black and white. Increasing the contrast of the image, made it easier to convert to vectors. The Ganesh painting was then taken into Illustrator and redrawn. Finally, different font options and layouts were produced. These were done using both the full body of Ganesh and just the head. I felt that focusing on the elephant head, was more succinct and immediately recognisable.
The Logo Design & Typography
After some constructive feedback from Paul and working on a few more different ideas and concepts we settled on the final logo. Some of the other variations were more akin to a restaurant and he really wanted to distance himself from the typical Indian vibe. Alternative concepts incorporated neon lighting and more fluid cursive lettering. These concepts were interesting, but simply didn’t have the impact that we got with the final designs shown here. The typeface was settled on because of its modern, contemporary feel which distanced it from other similar logos.
Once we were nearly finished with the logo, I customised the font, so to better suit the word Tuska. This was done by editing the letters to give a more fluid layout and tapering the edges of the lettering to denote tusks. Creating the bespoke typography for Tuska71 was a very satisfying and rewarding part of the project. This really makes the logo unique to Paul’s business.
The Website Design
The next task was to work on the website and fine tune the branding and colour scheme. The website is built using WordPress and customised to portray the exact look we wanted for his business. The web design is completely responsive. A lot of care and attention was put into the placement and alignment of elements. This was accomplished partly by design but also needed some clever copy writing, to even out the blocks of text.
Leaflet & Flyer Designs
Once we had established the website, I designed some promotional flyers. We decided to focus on a trifold design to make them a bit more interesting and easily separate Tuska71’s main three services. The branding uses a light, subtly textured background across all the elements to reinforce the 100% organic products he uses. The dark grey colour is then used for the copy and logo (where applicable), therefore giving it a modern and current feel.
Ivory Membership Designs
I also created an Ivory Membership Card and accompanying stationery. An email newsletter and custom letterhead with cut lines for the membership card to be attached were designed and implemented. We decided to use a separate colour scheme for the Ivory Membership. This was to differentiate it from the normal marketing and make it a bit more special and unique for the Ivory members.
It was a pleasure to work with a great client who has some good ideas and who wants to create something truly bespoke and unique. I’m happy to say that the designs fitted his style and background, in a fun and intriguing way. I look forward to all the other artwork I will be creating with Paul.