To start off, I have to say that the project for Crina Coco Popescu did not originally include the logo design, it only centered around her website. However, as the old identity was far less pleasing to the eye than what she deserved, we at Xander Advertising decided to squeeze in some time and design her a new logo.
As her name needed to be very clear and easy to read from the first glance, I decided that using Impallari’s Loster font would be a good decission. It’s feminine enough to show elegance but strong enough to catch the endurance and determination Coco shows on all her expeditions and projects. Bellow you can see the original identity and somewhat of an improv I did just before deciding to go ahead and tune it up real nicely:
After a lot of thinking and browsing the internet for mountain logos, I decided upon an approach that would embody the original message, only this time in a new package. The whole idea was to embed seven mountains symbolizing the Seven Summits circuit she got famous for. Now, in her original image, one of the peaks was also a volcano because she also took on the Seven Volcanoes circuit, so this one had to stick with the logo as well.
Minifying the mountains and the smoke, I thought I had come to a pretty good draft and I switched to the tablet and made a digital version of it only to have it refined when Coco dropped by our agency one day. She suggested we try and curve the edges of the volcano just a little bit (part 3 of the image bellow).
With the final modifications and the whole thing closer to the end, we also incorporated the small man from the original image because that is part of the logo for the Altitude Mountain Club – in which she is a very active member – establishing a connection between her, the club and her father (who is in fact the climber shape on the logo).
In the end, the logo design was not a totally new approach, but in fact a redesign of the original concept only better put into context than before. She was quite pleased with the final design and we can say that it was a pleasure designing it for her because she deserves it.