I approach hand lettering, logo design and illustration with a combination of spontaneity and control. I use various techniques and design elements, from calligraphic to geometric, from lettering to typography, alphabet to image, so as to balance the function of the art, the needs of the client, and the input of the art director.
I do not limit myself to one style.. Rather, my approach to design is one of variety, to explore the most appropriate solutions, as per initial client briefing. This can indicate a very specific area, as in the refinement and upgrading of a script logo, or, on the other hand the initial sketches could require a wide range of different solutions to a design problem. The direction that ends up getting chosen may be rough edged, or smooth and sensual, organic or geometric in appearance. Of course, it may be based on imagery rather than letterforms, in the case of an image based logotype, or a line art illustration. Occasionally, more than one style, and/or several design elements may be combined, where appropriate.
My artwork almost always starts out hand-drawn, using pens, brushes, or pencils, before being scanned into the computer. Whether I use hand drawing, digital drawing with Bezier curves, or the various colors, filters, and effects available in Illustrator and Photoshop, my goal is to create a graphic that is both original and effective. And, in the case of logo design, capable of being proprietary.