34 SOUTH {LOGO DEVELOPMENT}
My concept derived from the Hawiian traditional
saying, "Love the land, love the sea, and take only what you need."
Most of the beginning sketches focused on
the motion of a wave and the fin of a surf board.
Experiements such as finger stamps with ink
and markings in the sand were performed to portray
how the audience leaves an imprint on the
company and vis versa.
Combining a thumb print and a wave motion together
but still trying to portray the concept of "circulation."
Writing with wax and establishing a clean, modern typeface.
Tracing and retracing the logo to stylize the lines more.
Intergrating the Chalet typeface with the linear lines.