Sheet Fortress

AZTEC SPRINGS

 

I chose to design a letterpress business card on very thick uncoated coverstock. The printed card will look and feel crafted. It's rare in the digital age to run your finger over the impression of artwork on high quality uncoated paper stock. It has an allure. Quality is communicated through texture and the feel of the object in your hand. To me this feels totally aligned with what it is representing. Your pots are 100% that feeling.

I chose to keep the design minimal to communicate simplicity in form and let the materials occupy an equal space of importance. The simplicity speaks to the environment where your work is created. I hiked up sun mountain today and was admiring the vastness of the high desert. I like the idea of cultivating that feeling with design elements. A spaciousness. It's refreshing in our current content saturated existence.  

At this point, before investing money to put the brand out into the world, you need to decide on one of the logos. The more I think about it, Aztec Springs Pottery allows you to grow. Maybe at some point you have other potters creating work out of your pottery studio. Sean Fairbridge Pottery seems too specific when I consider the growth of a studio or business... 

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The paper is an uncoated 30 pt (super thick) off-white double cover stock. It has a subtle fibrous texture and feels valuable to hold. Pantone 876 U is an uncoated metallic ink. To me it is a metallic earth tone. It's not flashy, but like mica, there is a reflectivity to it when viewed from certain angles.  Click on the pictures 👇🏼 to enlarge them. Ignore the "S2 Soft Cotton" foil stamp. That's just the print shops cataloging system for designers.

The quote to have the cards manufactured and shipped:

500 Cards: $350.00 // or // 1000 Cards: $535.00


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After researching and being continuously inspired by potter's seals and marks I decided to create something that would have a similar feel. I started by sketching variations of your initials and ended up choosing a circular shape as circles are often found in the pottery you make; cups, plates, bowls, vases and so on. It is found in the wheel most of your work takes shape on, and it is a popular shape chosen by potters to mark their work.

At first glance, the logo is intended to look like an interesting symbol inspired by pagan and southwestern iconography. Upon further inspection the "S" and "F" representing your initials become discernible. The stroke on the left of the "S" creates the illusion of the logo occupying three dimensions. This to me feels more tangible and aligned with physical objects made of clay.

I chose to use a sans serif font as a way to speak to the function and practacality of your work. Sans serif typefaces lack adornments and have a purity about them. They are easy to read at distances and in a minimized state. Function over form. Similar to the cup and plates you have given me. They are beautiful to look at in their simplicity but the real value is revealed by using them daily. I adjusted the weight of the font to make your first and last name appear separate without adding space between the two names.

 

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This logo was designed to be recognizable at various sizes. The logo is still distinct and clear even when minimized to the size of a social media icon.

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In the same style as above, I wanted to give you the option of an Aztec Springs Pottery logo incase you feel strongly about using this name to represent the work you are putting out or the studio itself... or maybe it makes sense to use them both in some way. 

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Let me know your thoughts when you have a chance Sean : )