› ›photoshop user› february 2016066
To carry out the redesign, Bateman enlisted the help of graphic
designer Logan Hall. Hall knew Bateman from doing an internship
at High Country 365 while he was in school, and even after the
internship, the company continued to give Hall design work.
For the Appalachia Cookie Company logo, “I gave Logan a lot
of creative freedom,” says Bateman. “I would manage some of the
strategic direction and give feedback on how we would work with
a specific idea, but I gave him a lot of leeway with where we could
build the brand, what color palettes we should use, and how we
could start to apply the system to different applications.”
Hall thought there were some good aspects to the existing
logo, “but we wanted a more refined approach than that,” he
says, “something that hinted at the ideals of Appalachian living
and a high-end gourmet food brand without specifically refer-
encing the mountain imagery. We were also going for kind of a
hip, modern look because the demographic is primarily college-
age kids.” Hall’s initial approaches retained some kind of cookie
image, but he wanted to pair it with type that had a script-like or
handmade feeling.
Holloman turned out to be an “exacting client,” in Bateman’s
words. “He wanted to see iterations, he wanted to understand
how the system could work.”
So Bateman and Hall collaborated on putting together “mood
boards” to communicate different approaches to the logo. “We
sent over probably about 10 or so preliminary ideas to let Dave
decide what direction he thought was working best,” recalls Hall.
Holloman would respond with “I like it” or “Keep working on it,”
and the designers would move on to the next round. Eventually
they came to focus on a logo that was primarily a wordmark, with-
out a lot of additional graphics.DESIGNERS
Charles Bateman / Logan Hall
http://www.charlesbateman.me / http://loganhalldesign.comDESIGN MAKEOVER › ›the process