It is all very well making a movie, but you need marketing (and distribution) to get it out there, and one of the first steps in this process is to create your logo.
The logo is super important in terms of how audiences will immediately identify or even perceive your film. You only need to look at classic films such as Star Wars, Indiana Jones, The Godfather and more, to fully appreciate the importance of a iconic logo. As the goal of making Travel Warning, was to literally do almost everything on movie, I had some work to do. It is very important for independent films to stand out, so I knew coming up with the idea was going to be the most time consuming part.
This is not something you want to rush or mess up.
With just about every step of making the feature film, “Travel Warning” I have done plenty of research, for idea inspiration and when the idea comes, to find out a way to do it.
As Travel Warning is set in a post apocalyptic world following a virus outbreak, my initial focus of my research was similar themed films and games. However, my research didn’t conclude there. I looked at government travel advisory and other establishments which carry “official” warnings.
For creating logos, you must first and foremost understand what program to use. If you have Adobe Creative Cloud, using Adobe Illustrator is a must. Creating the logo as Vector or EPS file gives you flexibility for resizing your logo without any pixelation or loss of quality, whether that be for websites, t-shirts or highway billboards.
There are many videos on YouTube on how to use illustrator, so I suggest understanding what you want to create first and finding a video specifically on how to create those elements.
Now on to the design…
One common trait from the government use of any type of “warning” is that the font is bold, basic and easy to read.
So with that, I chose a font which was just that, a common, bold, easy to read font: Segoe UI bold.
Next, I determined that a common trait of most warnings was red, to draw attention. Red also a common colour used by retailers for sales signs, to alert customers passing by.
For the logo, I determined “travel” should just be a plain white, just so it doesn’t reduce the impact of seeing that big, bold red coloured “warning”.
By having a two tone logo (especially with white), my rule for usage was to sit behind dark backgrounds for the greatest impact.
I was back and fourth about this one, deciding whether the “warning” in the logo should incorporate a grunge texture to it. After some deliberation, I decided it would.
As explained before, research showed government warnings use clean, bold, easy to read font, so by having the “warning” somewhat weathered and distressed, would hopefully give the sense that something (even subconsciously) was not right, or all that it seems.
To add this to your text in Illustrator, double click to add a mask on the text. From there, simply open a grunge vector and copy and paste on the selected mask layer. You can click and drag the texture around to ensure it sits perfectly on your text in the right areas.
As an alternative, I created a version of the logo with a very slight black, linear gradient from the bottom of “warning”, to give a bit more dirtiness to it. This is used an alternative version and is interchangeable with the solid red, depending on the application.
As you can see, there is a lot to consider when creating a logo for your movie, take your time, do your research and don’t settle for anything you’re not completely happy with.