Joseph Veazie Branding

Curtis L. Thornton
Jan 31, 2017 · 7 min read

Joseph Veazie is a local musician in Dallas, Texas. He decided to take on his own music career after working for a talent agency and leaving his band The Brofessionals.

In order to capitalize on his name alone, he contacted me wanting a new logo and identity. I made some sketches and put together a few examples of what we could go with. I wanted something that had a high personality, as well as being versatile in it’s style and form.

The Look & Feel

I experimented with different variations of his name and initials. Veazie has a very unique last name, in that it can be pronounced phonetically as a signature itself “VZ”, so it was interesting to play around with.

Once the initial concept was created, I moved onto the fun part: the digital work. Below are some examples of rejected logo designs that I created.

These logos were ultimately rejected because we were looking for something with more character to it, so I decided to move onto the signature style that it is now.

I combined over 20 different type styles and narrowed them down to my favorite 9 to present to Veazie. Of the typefaces presented, the one that was chosen was Mount Baker by Canadian designer Greg Nicholls.

This typeface works especially well for both his name and his initals. As you can see, his name can be displayed horizontally, vertically, or in initial form.

I made a few tweaks to the typeface to clean it up just a little bit, despite its distressed look. Once this was completed, I started incorporating the design into a guitar pick to really make the connection between the client and his profession.

The Lifestyle & Social Media

During the initial design stages, I curated some images from Unsplash as a mood board for the type of lifestyle that he was looking to project. The images themselves were still used, even though the logos on them were not.

This lead me to start creating some placeholder content for his social media broadcasts. I initially started working with these images on Canva, but found it much easier to design at my own pace using Sketch, and then later importing them into Canva for easy editing.

Now that I had a chance to experiment with color, I wanted to see what the logo would look like if combined with several different complimentary colors. Veazie was actually much more receptive to these designs and was willing to allow them to be used throughout.

Photo by John Ellis

The Business Card

For Joseph Veazie’s business card, I wanted to do something a little different — something that would stand out. Not anything crazy, but just different enough to be noticed. So I came up with the idea to include a guitar pick with the card itself.

I did some research online and didn’t find anything involving picks with business cards, other than cards that have a pop-out pick (expensive), or the pick itself with business card information on it.

So I created my own.

I made some measurements and sketched out my idea on paper first. The purpose of this design was to have two parallel cuts on the business card itself that the pick would slide nicely into.

Once the design and measurements were approved, I contacted several custom printing place in Dallas to see if they could make the die cuts on the cards themsleves. Unfortunately, with the nature of the cuts and the limited run, no one was willing to print the cards and have them cut. So, I had to cut them myself, which wasn’t so bad once the initial template was created.

The picks were printed and ordered from inTuneGP, and I highly recommend them for custom guitar picks. Overall, the picks fit nicely within the card and I was even able to knock the card around and carry them in my pocket and messenger bag without the pick falling out.

Update Feb 9, 2017

As much as I liked the die-cuts on the business cards themselves, my husband actually brought up a better idea on how to attach the picks without cutting, and that was using fugitive glue (or “credit card glue”). I had initially thought about using glue for the picks, but didn’t think that fugitive glue was commercially available.

Turns out many craft stores sell Removeable Glue, so I got a strip of 200 and they work even better than I expected. The picks are attached firmly to the card and can be removed without any stickiness or residue on both the card and the pick.

Curtis Thornton Portfolio

Portfolio for Product Designer & UI/UX Specialist Curtis…

Curtis Thornton Portfolio

Portfolio for Product Designer & UI/UX Specialist Curtis Thornton - Dallas, Texas.

Curtis L. Thornton

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UI/UX Designer, Art Director, Brand Manager, pizza lover, Jeep driver, and video gamer in Dallas, Texas.

Curtis Thornton Portfolio

Portfolio for Product Designer & UI/UX Specialist Curtis Thornton - Dallas, Texas.