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Submitted on
August 27, 2010
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The Lookout by TheRyanFord The Lookout by TheRyanFord
The Lookout is, believe it or not, a home where entrepreneurs and big thinkers are invited to come and spend the night, talk about crazy ideas, and generally just be business-creative.

The idea of the Lookout is that it's a special "club," of sorts, where certain people are invited, locked away from intruders in the outside world. It's private, it's special, and everybody spends the night. The perfect allegory for it was a treehouse, of course!

Think about it. If you were a kid with a treehouse, you used it as your own special getaway for you and your friends. Maybe girls weren't allowed (they do have cooties, after all), or maybe that smelly kid from up the block was always left out. Whatever the rules, it was exclusive, it was yours, and it was special.

As usual, logo designed in 1 color. I'll post applications when they're completed.

Design note: The texture isn't part of the logo. It's only there for enjoyable presentation.
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echizenruth Featured By Owner Dec 23, 2011  Professional
waw. just waw
jonathoncomfortreed Featured By Owner Sep 11, 2010  Student Photographer
MartinSilvertant Featured By Owner Aug 30, 2010  Professional General Artist
I like the concept but I don't understand the execution. First of all, I don't understand the shape of the logo. The shape seems quite random and I don't see the relevance in regard to the concept. Also, when thinking of a treehouse, this kind of tree would be the last one I would think of. I would probably go for an Oak or something alike. I assume the circle on the top left represents the moon or the sun but it seems too small for either of them. I think the width of the lines should be equal in both the tree and the house. The diversity in line weight clashes with the abstract design. And lastly, I don't think the position of the text works at all. It just seems unbalanced.
grafikdzine Featured By Owner Aug 30, 2010  Professional Interface Designer
A thoughtful attempt but the ideas clash. Just a lot going on.

For some reason I'm seeing an X-Mas tree or a spearhead. Must be Monday...
mircha69 Featured By Owner Aug 29, 2010  Professional Interface Designer
nice one, i get it, the only thing that bugs me is the text position relative to the mark, i see that you aligned "LOOK" to the treehouse in the design but did it look that weird if aligned to the bottom?
also is there any relevance to the outside shape or was it just something you liked or thought apropriate to the design?
also not too fond of the type but i guess it works
Raven30412 Featured By Owner Aug 28, 2010
I like the concept and idea behind it, treehouse is something that gives a lot sense regarding what is the logo about, no doubt about that part. However, and maybe it's just me, but I think that the execution is quite an issue. I haven't see a tree with a treehouse at all in first moments, I had to read the comment to understand what it is. I think the whole form is unnecessarily geometric and too simplified, in too odd way. Perhaps the main issue is the outer shape of the sky around, it forms something that looks like helmet or something, it's too eye-catching and one expects it has some kind of meaning, while it's only a sky. Maybe if the tree with a house would be placed on dark background with no demarcation, it would work better. Simply put, while the idea is clear and nice, the form isn't clear at all for me. I'm also not too fond of the type and the way it's aligned to the symbol, but that's a detail compare to the previous thing. As I said, maybe it's just me, there's always someone who doesn't get it or like it and it doesn't have to mean anything, but... this is how I feel about it. It's... not easy, natural, I feel a struggle in it. But anyway, I hope it's just me and that it will work well for those it's done for.
pvalentega Featured By Owner Aug 28, 2010  Professional Photographer
nice one!
jcroxas Featured By Owner Aug 27, 2010  Professional Digital Artist
amazing as usual, Mr. Ryan! :salute:
TheRyanFord Featured By Owner Aug 27, 2010  Professional Interface Designer
jcroxas Featured By Owner Aug 27, 2010  Professional Digital Artist
np ;)
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