May, 2008

arturo in Corporate Identity

05-30-08

Jovoto . Latest Logo

Just uploaded my latest idea for the jovoto logo contest. I really like this one although I think global thinking is a better concept.

This idea is called Thinking out of the box, and it’s a very adequate concept for a creative community as well. Thinking out of the box is thinking beyond the boundaries, the use of lateral thinking (just like highlandbagpiper does) in order to achieve innovating ideas. This logo works better in color though the beam of light that comes out of the box represents the action of thinking. But the black and white box interpretation is strong as well. The incision in the font (Gill Sans) gives a more radical and modern look to the overall composition.

arturo in Corporate Identity, Jovoto

05-27-08

Best Logos I have done for Jovoto

If you are up for a contest and you want to challenge your creativity,  www.jovoto.com is the place to be. Choose a contest, upload your ideas and if the community decides your idea is the best, you could make a nice sum while keeping your rights.

I have been doing several logos for this community and I would like to comment my favorite ones here. 

 

Global Thinking 1

Good ideas turn up when we put our mind to think. The act of thinking is represented by ballons. This logo represents jovoto as a community, the whole of this community is thinkig together to get the best ideas. The font has been chosen to give a solid look to the brand. But, by modifying the dot on the j it also gives a friendly look representing a thinking person. 

Red has been used to strengthen the impact of the logo, and the reflection that it originally had, has been removed to improve legibility and overall dynamic of the shape. 

 

 

Global Thinking 2

This logo follows the same idea as Global Thinking 1, but it has the icon separated from the name. This makes it easyer to use in some cases in wich the icon is wanted to be used on its own, like in the case of a favicon. On a coporate point of view, in a new brand, its always better to see the name together with the icon to increase remembrance. The shapes and the font are slighly softer than GT1 wich gives the general look a friendlier and informal output.

This logo represents the “Thinking our of the box” concept. It really reflects the community, the creatives and the ideas. It has been leading the pack for about 2 weeks and I think that might be dew to it’s relevance with the product.

The community said it was difficult to get this logo to work on black and white, so I worked on it and it turned out to be almost better than in red and black. This is one of the great things of Jovoto. Their opinion helps you improve your work. Thanks community! I also added the favicon that works really well.  

 

Jovoto Global Thinking

 

Rhythm & Font

This logo is searching for a specific rythm in the positioning of the fonts and the choice of them. It’s dynamic and informal, there fore it represents a community that is very active and doesn’t stay with the first idea. This enters in contrast with the serious colours that have been used prooving that this is not a kids game.

 

 

Jovoto System One

Following up with the Rythm and Font style, I’ve worked on this logo witch only uses system fonts. Built up with good CSS coding could lead to one image less in the web site. This might sound useless up to some point, but in the case of having lots of people accessing the site, les bandwidth would be spent.

 


arturo in Advertising, Tai Chi

05-26-08

Tai Chi and Advertising

It is crazy to see that from all the visits I’ve had to the blog, in which the original topic was set to be Corporate Identity and Advertising, most of them go to the Tai Chi posts I wrote recently. That’s really interesting and makes me really happy to see that more people are interested in Taichi than in Communication… Well, at least the ones that visit this blog. 

On the other hand It makes me think that may be I should change the topic and write more about Taichi, but I have to admit that I can probably write more about communication.

arturo in Tai Chi

05-24-08

Tai Chi in Berlin

I’ve just moved to Berlin and I was wondering if anyone knows about a good teacher in Kreutzberg or Mitte area. I am going to be practicing in Gölitzer Park, close to Weiner Strasse. I practice Yang style but I’ve done some Chen as well. I don’t know which one is better and I thing both of them are good. I have some experience and I’m happy to teach and learn from anyone. Push hands, forms or just chatting about life. 

In the future, I’ll set up a schedule for anyone interested to join to know when to come.  

arturo in Tai Chi

Tai Chi

I’ve been practicing Tai Chi for over 5 years and it is definitely one of the best disciplines I’ve tried in my life. The society we are living in is great, there are so many options not only in work but in leisure, that we don’t take enough time to rest. In result, our biorhythm goes faster that it should. The consequence of this is of an alteration in our body that unbalances it, turning into illness, stress, anxiety, etc. 

There are many ways of getting “back to normal”, to many of us, just having a cool beer is the best way to calm down. And I agree, a nice cold beer in the park after a long day work is great. What happens when you don’t want to drink is that you don’t really know what to do, apart from going to the gym, meeting some friends or watching a movie. 

8 years ago I started practicing Kung Fu in Barcelona, with my teacher Waldir de Oliveira from Brazil. We trained the animal styles, the stances, and combat. Some time before, Waldir started getting into Tai Chi, and the whole group slowly switched into it until today, when very few of us carry on with Kung Fu. 

Many things could be said about Tai Chi, I’m not a master and the only thing that I’ve learnt in 5 years is that I’m not going to be a master, at least in the next 30 years. That makes you think. We are always in a hurry to get somewhere. When you are young to grow older, when you are older to be a bit older and have a car, a girlfriend and get into the disco. Then you want to be successful at work and climb high fast. Make lots of money, buy a bigger car and have children. Everything fast.

Taichi is not like that. It takes years to learn and the more you learn the less you know. Must be some relation with the taijitu… A part from that, something is for sure, your body balance improves not only in physical, but in a mental way as well. You start to need it as the air you breathe, the water you drink and the food you eat. It’s nutrition for your body. 

I’m an Art Director, I work in advertising, one of those most stressing disciplines in the market. And the worst thing about Advertising is that really it’s not that important to be so stressful. Everything was for yesterday, but it’s not that someone is going to die, like if you where a surgeon, it’s just some kind of invented pressure that probably makes people be more productive in the business. You work long days, long ours, sleep little, and the overall pressure really fucks up your brain. You can’t sleep, don’t rest well, like many of my friends in the business that have insomnia. This is when Tai Chi has to come in and slow you down. We practice some techniques before the lesson that teach your body how to rest, by acting directly on the nervous system. We lie on the floor with our legs up against a wall in an 90 degree angle, feet parallel to your hips and feet in a 90 degree angle in respect of your legs. With this technique we stretch all the nervous system and the column. It helps to rest and slow your body down before practicing Taichi or just before going to bed.  

There is much more to say about Tai Chi, but I bet I’m not the right person to talk about it. Tai Chi is an internal trip to yourself. It will help you balance your body and brain and it will make you see life from a different perspective. It is definitely a hard discipline if you want to really learn the basics. You will have to spend hours in a static position to understand what the movement is. Your legs will hurt, your brain will jump from one idea to the other in your head, and you will have to learn how to tell your brain to shut up. Pleasure takes some sacrifice before it. 

These are some of my experiences about Taichi, I will be writing some more in the future, like what styles I’ve practiced and which one I’m practicing now. I will also talk about the benefits of Tai Chi in your body and brain and also how it relaxes your muscles after surfing or any other demanding sport.