We are about to release the sixth calendar we’ve created for Legistics. Instead of the divisions, anger and frustration of 2020, perhaps we can shift our focus to address some of the big concerns we all share.
After a year of being reactive, of struggling, of turning inward, we hope that 2021 will be a year of re-engagement. The pandemic has shown us that, without a doubt, we are all citizens of a tightly interconnected world — a world eager for us to work together to solve its most important problems.
In our 2021 calendar — with the help of eight talented artists, my co-designer Amy Crossan, and our writer Emily Hutta — we highlight some of those big issues in the hopes that we can maintain our focus, keep an eye on the future, and create a world we can proudly hand to our children and grandchildren.
Each month, we’ll post one of these beautiful images along with a bit of written context about each topic. We hope they inspire you as they have us.
What a great name Paul Small has. Perfect for his new real estate team, too — memorable and tied to his personal brand.
Focusing initially on the upscale Westside community of Manhattan Beach, the team handles properties across Southern California. But in SoCal the lure of the water is always present. From Malibu in the north to Palos Verdes in the south, that’s where you’ll find many of the most desirable homes.
So when Paul asked us to create a logo for his new business, we were happy to help. But how to say “beach communities” in a fresh way?
Inspiration on a phone call
One afternoon, Paul and I were screen-sharing as I showed him some initial ideas . When suddenly, I remembered a postcard I’d seen years ago. A simple image: a beach chair in the sand.
I sketched the concept very roughly while we were on the call together. And it was enough to get the idea across. Paul loved it. Certainly, it evolved as we refined it, but the seed of the new logo was planted on that call.
Like FreeAssociates, the Small Team gets results.
They might not stay small for very long.
Winning awards isn’t the reason we do what we do. We like happy clients even more than happy peers. But it still feels good when you get one.
Especially the Gold.
Congrats to designer Amy Crossan, photographer James Armas, and writer Emily Hutta for their work on the 2020 Legistics calendar. What a team!
(Click an image if you want to read the text. Which you totally do.)
When Hector Limón and Mariella Avenarius look out their window in San Pedro, they have a dramatic view of Los Angeles Harbor. It’s bustling with activity and bristling with the enormous cranes that inspired George Lucas to create the AT-AT Imperial Walkers for Star Wars: The Empire Strikes Back.
Above it all is the majestic sweep of the Vincent Thomas Bridge that connects their city with Terminal Island. The bridge is often ghostly, shrouded in the foggy morning marine layer that cloaks our shoreline, then dissipates as the sun warms up the coast.
Wracking their brains trying to come up with a name for their new interior and custom furniture design studio, the partners looked out the window.
And Bridge + Fog was born.
We were delighted to design their new identity. A strong, simple graphic that can be molded into the underside of the clean, contemporary concrete furniture Hector creates. Something evocative. A bit surprising. Worth looking at a second time. And worth remembering.
Bridge + Fog is just starting out. We wish them enormous success and hope their logo works hard for them as they build connections for their new brand.