Jeremy Greene and I have been talking for sometime now. The conversation to rebrand his company SPEKTICAL started back before the wedding.. before the wedding craze. haha. I was really excited to get the chance to work with him and his Rad self. Jeremy has a photography and video post production business. he takes some pretty awesome photographs. I decided to share this logo making process.. because it was an interesting one. Starting from the spelling of his business name, the unique letter shapes, the meaning behind the name, the nature of his business, and unexpected element of the final product accidently looking like another well known logo. Everytime i post something like this i hesitate. How much info do you share with people? Is this interesting enough to share? Is this letting the internet people too close? I dont know. I find that honesty and business are interesting. Even if it’s risky or not, I would love to share this process with you. I hope you can appreciate it for what it is. Logo making is an art, an art that can be refined, and never finished. OH the work of an artist. haha. YEEAAA… ahha. So I want to start with giving you a little background of Jeremy and his Biz.


“My name is Jeremy Greene and I am a video producer in Memphis, Tn. I just moved here from Dallas and I am pumped about doing some great work in this crazy city! I work for a company that produces documentary type work about our city. And if you know anything about the story of Memphis, you know there’s alot of amazing history here. Both exciting and tragic.

So I am very happy with the results and how she shared with me her comps and design process. I really appreciated her clarity there. Thats the mark of a great designer….the process. Thats why I hire other people to do that for me…!”

I had Jeremy send me logos and images that he really liked… so I could get a feel of what he was looking for, and what his eye gravitates toward. I then started with a blank page. I just went at it doing typeface research, getting out bad logo ideas, etc. i just let my mid run wild with different options. Although i knew what direction he wanted me to aim in and i explored different options within that general idea.

I chose a few logo ideas to move forward on and expand on. I kept narrowing down and refining.. getting closer and closer to the final look.

I fell in love with this logo below here. but my roomies and others said that it reminded them too much of the CBS logo. DANG IT!! back to square one? or tweak it?

UH OH. it looks too much like CBS. I emailed my very trusty honest Obi-Wan Kenobi NATHAN BRACEROS who is BRILLIANT by the way. WHY CANT I THINK LIKE HIM?!?! I asked his thoughts on logos and the idea of them looking to similar. hahaha. This what he said and suggested. i think his ideas about a logo and branding are amazing.

“I guess you have to ask yourself, what is a logo? I guess, it’s anything you want it to be, but for me, one of the fundamental things in logo work is that it’s memorable and unique to its brand. If there is any overlap with another logo, I would try to fix it to make the mark stand apart from other brands even if each logo uses the same idea, like in this case, the eye.

But to answer you question about logos being similar, for me, when two logos are similar they start to loose value. People get mixed up, there is confusion, and ultimately both brand’s uniqueness goes down a degree.”

Below he did a comparison with the cbs logo and the images that I created.

Its really interesting that with just a small change in a logo it can completely change the appearance and feel of it. Below is an example of just that.

We decided that the image below is closer to what he was looking for. I LOVE the outcome. I wanted him to have an icon AND a styled text logo. They can go together or they can be shown seperately. I wanted to keep the eye icon simple, a little abstract, and timeless. I added the grunge effect for a modern free flow artistic feel. I chose the bold block font for a masculine look. I added the sloppy handwritten website typeface to lighten up the design so it wouldn’t be stark and straight and also to add an artistic element. Or else the design could look spacey and star wars-esque. hha. This logo has a lot of possibilites with formating and placement. The final project is not finished yet.. but we are pretty solid that we are in the right direction with it. Here are some possible examples of the logo in action in various ways. Nothing is set in stone.

What do you think of the process and the outcome? Was the process interesting or helpful? If you didnt see the process…. would you have imagined the logo looking like that? I would LOVE to hear your thoughts my trusty blog friends.