In my project "Persona", I embarked on a creative exploration of my professional identity as a designer and artist. Central to this project was the design process of my own logo, "KATZ". Guided by the concept of chaos, I sought to understand and express different aspects of my persona through typography and animation. Additionally, I extended the project to include the creation of patterns inspired by the logo and its themes.
To begin the project, I collected words related to my personality, interests, styles and activities.
List of PERSONA related words:
Personality: Creative, Friendly, Chaotic, Dreamer, Explorer, Empathic, Introspective.
Interests: Metal/Rock, Flowers, Cats, Tech/Sci-fi, Fantasy, Mythology, Fashion, Makeup.
Styles: Gothic and dark, Punk, Alternative, Surrealism, Camp, Y2K, Hyperpop, Glam.
Activities: Games, Illustration, Painting, Watercolor, Animation, Audio-visual, Books, Music.
List of PERSONA related words:
Personality: Creative, Friendly, Chaotic, Dreamer, Explorer, Empathic, Introspective.
Interests: Metal/Rock, Flowers, Cats, Tech/Sci-fi, Fantasy, Mythology, Fashion, Makeup.
Styles: Gothic and dark, Punk, Alternative, Surrealism, Camp, Y2K, Hyperpop, Glam.
Activities: Games, Illustration, Painting, Watercolor, Animation, Audio-visual, Books, Music.
From this extensive list, I identified the most relevant words and organized them into major themes. These themes included "Mental State", "Goth & Dark," "Fantasy," "Camp/Surrealism," "Hyper Futuristic" and "Cats".
With the themes established, I conducted initial tests using existing typographies, experimenting with 3D effects, letter positioning and outlines.
These experiments served as the foundation for subsequent animation tests. I combined the letters from the versions in the initial texts in multiple orders and positions and, based on that, created animations. I was inspired by the opening of the Disney+ series "Loki", to make one of these animations.
Drawing from the results of these experiments, I sketched original and authorial typography by hand, creating one alternative for each theme. The sketches were digitalized and vectorized in Illustrator afterwards. To refine the typography, I focused on detail reduction and size adjustment, eliminating the two least interesting alternatives and fitting the remaining ones into a grid.
After these modifications, I proceeded to create 3D models of the logos in Blender. The models were constructed with a metallic material, inspired by chrometype aesthetic, relating to the futuristic and technological aspect of my persona. After rendering the 3D models, I proceeded to explore various coloring options for each one, focusing on colors like Pink, Red and Purple, that are very present in my personal work.
The final step in the logo design process involved unifying the logos in an animation, showcasing their dynamic nature and connection to the concept of chaos.
In addition to the logo design, I delved into the creation of patterns inspired by the themes and the logos themselves. Through two rounds of experimentation, I selected three motifs that best represented the theme of chaos. Then, embracing the concept of "organized" chaos, I utilized animation and video as mediums to incorporate the created motifs in diverse combinations. This resulted in expansive and chaotic kaleidoscope animations, further emphasizing the interconnectedness of chaos and creativity. I showcase and talk more about this process in my Introduction Video project, where I used the animations.
Chosen motif 1
Chosen motif 2
Chosen motif 3
To embody my brand identity, I made the decision to select the logo created around the theme and image of "Cats", given the fact that "KATZ" means cat in German. Cats embody a multitude of characteristics and symbolism that intricately that I personally resonate with and that connect to the themes presented throughout the project.
Firstly, cats are often associated with a sense of mystery, independence, and adaptability. These qualities align with the idea of my "Mental State", reflecting the introspective nature of the mind and the ability to navigate various mental states with ease. Cats' enigmatic nature also resonates with the theme of "Goth & Dark," as they are often linked to darkness, magic, and the supernatural. Their presence evokes an air of mystique and intrigue, bringing an element of the unknown and unconventional to the design.
Furthermore, cats have long been associated with fantasy and mythology, which makes them an apt representation for the theme of "Fantasy." Their presence in folklore and literature often signifies magic, enchantment and a connection to other realms. By incorporating the cat-inspired logo, I infused a touch of whimsy and fantastical elements into the design, evoking a sense of wonder and imaginative possibilities.
The theme of "Camp/Surrealism" finds resonance in cats' ability to effortlessly navigate between realms and their innate curiosity. Cats possess an innate ability to adapt to surreal and unconventional situations, seamlessly blending into the absurd and fantastical. This connection reinforces the playful and whimsical nature of the logo, embodying the spirit of camp and the ability to embrace the unconventional.
Moreover, cats are often associated with a sense of grace and elegance, which aligns with the theme of "Hyper Futuristic." In envisioning a future that is sleek, advanced, and refined, the cat-inspired logo encapsulates the essence of forward-thinking design, capturing the essence of innovation and sophistication.
In summary, the selection of the cat-inspired logo for the "Persona" project that started as a simple representation of a cat went miles beyond that. It encapsulates the multifaceted nature of cats, embodying mystery, adaptability, fantasy, elegance and a touch of the surreal. By incorporating these qualities into the logo, I aimed to convey a sense of intrigue, creativity and an exploration of the unknown, ultimately reflecting my own design and artist persona.
I did some final alterations on the original design, such as adding thickness in some lines and cutting others, and got to the rendition of it I use nowadays.
Original version
Final version
The "Persona" project allowed me to delve into the process of designing my own logo, "KATZ," and explore the themes that define my professional identity. Through the fusion of typography, animation, and the concept of chaos, I captured the essence of my persona as a Designer and Artist. The accompanying patterns and animated kaleidoscopes further reinforce the theme of chaos, showcasing its expansive and integrative nature. Overall, this project serves as a testament to my creative process and reflects the dynamic and multifaceted aspects of my design identity.
