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Case Study: Chief Calamity

BRIEF:

BRIEF:

Chief Calamity is a handmade, quality leather goods business. They wanted their name to represent timeless style and excellent craftsmanship. The name is inspired the Lord of the Rings character “Smaug, the Chief and Greatest of Calamities.”

Initial Sketches

Initial Sketches

As someone who read the trilogy growing up and saw the movies when they came to theaters, exploring a concept involving the great mythology was incredible. How often do you get to draw dragons? My sketchbook ran the gamut between class and badass, trying to tease out elements that could span both voices.

I also had the idea of an actual Chief Calamity figure, where the logo would be their signature.

ICON EXPLORATION

ICON EXPLORATION

REFINING

REFINING

After narrowing down the concepts to a script representing the Chief’s signature, we decided it wasn’t quite the right voice for the brand, mimicking a more hipster tone and not the simple, effortless elegance we were going for.

Further Exploration

Further Exploration

This solution holds a special place in my heart, as many late-night inspirations do. I wanted to include nod to Norse mythology that inspired Tolkien’s sagas, which was achieved through the the uncial “e” and a braided style that connects the “C”s. The weight contrast in the letters of the word mark, as well as  lower x-height, exerted a quiet, refined strength. Alas, this concept did not make the final cut.

Ultimately, we chiseled back our different ideas into a simple, timeless concept: three different arrows crossing paths.

Final Solution

Final Solution

 

Dressed in stately colors and with plenty of room to breathe, The Chief Calamity mark isn’t calling for your attention because it doesn’t need to. The Chief has the grit to stand the test of time, just like your quality, hand-crafted leather goods.