The making of the Estestvoznanie gentlemen’s clubs name and logo
Looking at the task. We need to come up with a name for a strip club that aspires to be respectable. Going back to the times when pundits like Descartes could drink, party and enjoy themselves and invent new sciences from their bed the next morning. The times of sensual and intellectual intemperance. The name should reflect this by being ambiguous.
Piling up ideas.
Natural Philosophy
Gravitation
Reflex
Cartesius
Natural Inclination
Estestvoznanie (Natural Science)
Patronus
Affect
Empiric
Empirics
Restoration
Warmth
Physiology
Imperative
Extremum
Positivist
Age of Enlightenment
Parterre
Lucullus
Flora
Florilegy
Baccardia
Cockaigne
Boccaccio
Rabelaisian
Continent Mu
Sylphides
And some more for good measure.
Heavenly Bodies
El Capitan
Camera Obscura
Hyacinth
Montpensier
Saint-Cloud
Art director (mocks): Or The Law of Physics. Or Black Hole. Or Quantum Mechanics.
Sending the names chosen by the art director to the client along with a note explaining Descartes et al. Estestvoznanie wins.
Starting to work on the logo. The first designer begins.
Getting an interesting “male” task. Diving into the problem with great zeal, looking at corporate identities of strip clubs, getting inspired by tempting photos of dancers and elegant curves of their bodies, getting a testosterone boost and producing first ideas.
![estestvoznanie process 01](estestvoznanie-process-01.jpg)
Art director: No need for vulgarity. Tits and butts have to go.
Trying to abstract away from specific shapes, getting rid of intrusive images and producing more.
![estestvoznanie process 02](estestvoznanie-process-02.jpg)
Art director: 10 is OK. 12 is very OK, try to add a heart to the first Е to make it look like an ambigram.
Creating a couple of alternatives.
![estestvoznanie process 03](estestvoznanie-process-03.gif)
Art director: 2 is not bad.
Having fun with animation.
![estestvoznanie process 04](estestvoznanie-process-04.gif)
Preparing presentations.
![estestvoznanie process 05](estestvoznanie-process-05.jpg)
![estestvoznanie process 06](estestvoznanie-process-06.jpg)
Inviting the second designer to join the effort. Saying he finds the topic interesting, he gets to work.
![estestvoznanie process 07](estestvoznanie-process-07.jpg)
Choosing two designs and finalizing them.
![estestvoznanie process 08](estestvoznanie-process-08.gif)
Drawing the name.
![estestvoznanie process 11](estestvoznanie-process-11.gif)
The character of letters is close to what the designer was looking for.
![estestvoznanie process 12](estestvoznanie-process-12.gif)
Deciding to go with the round Е. Trying to place letters around the logo.
![estestvoznanie process 13](estestvoznanie-process-13.gif)
Preparing a presentation.
![estestvoznanie process 09](estestvoznanie-process-09.jpg)
Showing to the client. They make the final choice.
![estestvoznanie process 10](estestvoznanie-process-10.gif)
Starting to typeset the guide. Choosing the typeface and deciding on the typography.
![estestvoznanie process 14](estestvoznanie-process-14.jpg)
Testing the effects and cutouts.
![estestvoznanie process 15](estestvoznanie-process-15.jpg)
Assembling the final document.
![estestvoznanie process 16](estestvoznanie-process-16.jpg)