We had the distinct pleasure to interview award winning designer Lesser Fullness Design about their original and creative Corporate Identity design work. Lesser Fullness Design is an award-winning communication designer, that makes our world a better place with their original corporate identity works.
Lesser Fullness Design ("LFD") answered Design Interview ("DI") questions about their award-winning work Silver Salt Corporate Identity. Interview questions prepared by Frank Scott.
LFD : The first important rule we always follow in our design is satisfying the client’s request. In this case, since the client didn’t want any camera or film related visuals in the logo design, it took us a lot of time to read books and watch documentaries in order to explore more directions. During the research, we were most inspired by the technology used in the analogue time. Even though the name, silver salt, isn’t the first time used for a photography studio, it brings a vivid imagination especially in Chinese. So the client and we all agreed choosing this chemical as our name. For the logo design part, the second rule of Lesser Fullness is keeping the logo iconic and clean. If we could give the logo a personality, we hope it would be stable.
LFD : The main focus in this design I would say is to create an identified shape by two s letters, so the client’s consumers may mark the studio even without the typography. And this is the goal we want to achieve in the design. We believe if the graphic design is powerful enough, the part of font in a logo is more or less functional.
LFD : At this moment, I don't have any future plan for this design. I just wish our work may bring good luck to all my clients.
LFD : It took me 3 months to both present the name list and the logo design to the client. There were couples of other design projects jumped in during that time.
LFD : The final shape of the logo was inspired by Chinese and Japanese, maybe Arabian pattern design. On the purpose of the future package usage, the silver salt logo is not only regarded as a badge, but also a tile. This project was commissioned.
LFD : We believes a comprehensive research makes it different.
LFD : I feel like that the study experience in Parsons shapes my thinking and also the producing progress of my design work. For this I mean it teaches me a way to actually control myself during a project. Unlike an art creativity, the work we usually do is fulfilling other people's wishes. In this case, it is important to know how to communicate and express efficiently. It's like a journey with a clear map and we have to keep shifting and refining all the time in order to be with the client on the same path and lead him or her to the right place. It requires control ability.
LFD : The multiple culture background may make an important part in this design.
LFD : The studio name came up with a famous light sensitive chemical used in early films.
LFD : For the graphic part, the tool is Adobe illustrator. We did the logo show reel in After Effect. The final 3D mockups were modelled by Maya and C4D and polished in Photoshop.
LFD : This project were finished by Yina Ma and Yihan Liang. Ms. Ma was responsible for the graphic part, and then Ms. Liang made a reel and also mockups for the presentation.
LFD : We have a particular data base for this project including mainly a background knowledge section and a big precedent file folder. It is about photography technology, skills, jargon, historical events, famous pictures, chemicals, and theories.
LFD : It was a sudden decision we made when we saw the call for entries on Tumblr.
