D E S I G N E R
C L I E N T
B A C K G R O U N D
Gardner Design's website simply states: "Identity developed for Bradley Paper stores."
H I G H L I G H T S
It's got personality. The curl is well formed in a clean elliptical shape—reflective of the craft of paper. The curl has nice dimension with the open separation between the tail, body, and head. This also leads to the fact that this logo mark has a nice uniform of elements...the "tear drop" shape has attractive repetition in the tail which is then reflected in the eye and is also repeated in it's positive form on the head. The other uniform at play is the triangular shape used in the feet and mimicked in the head. These uniform elements tie everything together for a cohesive appearance. They say odd numbers are more appealing in art, well whether it was intentional or not, there is a nice subconscious appeal of all these elements in numerical quantity: the "tear drop" is used five times, the triangular shape three times, and the curled separations of the tail, body, and head three times.