This month, we are celebrating the 10th anniversary of Abduzeedo. This is very special to us, Fabio Sasso created the blog as a side-project after he lost everything from a robbery back in 2006. It was in his way for him to backup files but also bookmark things he liked and inspired him. Since then his work has been used, shared and featured many times but beyond all, his goal was to inspired us to create and make more. That’s the philosophy and minset of Abduzeedo that will always lives on. Part of the celebration, we would love to take you guys on a trip down the memory lane about our past tutorials. We’ve been getting lots of requests to have more tutorials on the blog, we’ll work twice as hard in 2017. By the meantime, enjoy this collection of some of the most popular tutorials on Abduzeedo.

I never imagined or planned to get to 10 years. I started the blog after my studio got robbed and I lost everything. After that day I tried to focus on the present more than ever, life is too unpredictable and we can get frustrated if something happens that weren’t in our plans. That happened to me, it sucks, but I learned a lot. Sometimes things are much worse in our heads and imagination than in reality. – Fabio Sasso

Find out more about our tutorials: http://abduzeedo.com/tutorial.

This month, we are celebrating the 10th anniversary of Abduzeedo. This is very special to us, Fabio Sasso created the blog as a side-project after he lost everything from a robbery back in 2006. It was in his way for him to backup files but also bookmark things he liked and inspired him. Since then his work has been used, shared and featured many times but beyond all, his goal was to inspired us to create and make more. That’s the philosophy and minset of Abduzeedo that will always lives on. Part of the celebration, we would love to share a sit-down we had with Fabio about his life, 10 years of inspiration and more. Hope you will enjoy it!

I never imagined or planned to get to 10 years. I started the blog after my studio got robbed and I lost everything. After that day I tried to focus on the present more than ever, life is too unpredictable and we can get frustrated if something happens that weren’t in our plans. That happened to me, it sucks, but I learned a lot. Sometimes things are much worse in our heads and imagination than in reality. – Fabio Sasso

Tell us about yourself? What do you do for living now?

 

I am a designer from Brazil currently living in Oakland, California. I moved to the US in 2011 when I got an offer from Google. After almost 6 years a lot of things have happened, I got maried, became a father. I still work for Google, I have a lot of fun and love Google’s mission and their products. It’ really makes a difference in terms of motivation.

How do you feel about reaching this milestone of 10 years of Abdz?

 

Abduzeedo started as a side project, a way for me to backup files but also bookmark things I liked and inspired me. That was in 2006, iPhone was a rumour, Tablets a sci-fi idea. Things were very different. The Web 2.0 was at reaching its peak of fame, everything was moving towards the web with web apps. Of course everything changed with the introduction of the iPhone, and especially one year after that, when native apps were announced.

I never imagined or planned to get to 10 years. I started the blog after my studio got robbed and I lost everything. After that day I tried to focus on the present more than ever, life is too unpredictable and we can get frustrated if something happens that weren’t in our plans. That happened to me, it sucks, but I learned a lot. Sometimes things are much worse in our heads and imagination than in reality.

What was the biggest Abdz moment so far that you remember?

 

There were so many fun moments. I used to do a lot of talks around 2008-2010 about the blog. At a particular moment around 2008 I was the person with most Twitter followers in Brazil I believe. I believe, however the biggest moments were always meeting new people. People from all over that I still talk and became friends. Like you Francois 🙂

Do you remember what was your feeling when you posted the first article back in December 21, 2006?

 

Yes, it was summer in Brazil. I was recovering from the awful loss of my laptop and all backups. I was just posting things to fill the blog and try to create a routine. I posted about designing a web 2.0 blog. It was a project I did for my brother. It’s crazy just to go back and see that, it’s a lesson of humility because you can see how much you have learned. I hope in 10 years to look back at my work and have the same sensation that I kept learning.

What is your ideology behind your work? What’s driven you all the time?

 

There’s no ideology, the only thing that drives me to do things like blogging or being a designer is curiosity and desire to learn more about things. I am an introvert, very shy and insecure. I always think I am wrong and that sort of helps me to try more I think. It’s not a good thing but it definitely helps a lot. It keep my feet on the ground.

Do you get creative satisfaction on your work? How much time do you give yourself for personal work and blogging? Do you have a system?

 

I love what I do and my job. I love working on product and trying to solve not only the problems we are trying to solve for our users but also how to improve our process. How can we reduce churn and frustrations from all sides, UX and engineers.

In terms of blogging, I use Abduzeedo now more as a bookmark/curation tool. There are so many design blogs now doing tutorials and other things that we used to do in the past. I believe the best thing right now due to the overload of information is try to be more like a filter. Try to help featuring new designers and help the community.

Who were your creative heroes at the start of your career and how has it changed over the years?

 

That’s a great question. I think my heroes are still the same, the difference though, is that I added many more. I admire more people rather than just designers. For example, engineers, PMs, entrepernours.

What is the one thing you learned at the beginning of your career, that you still go by today?

 

In terms of career, for me, it is always think about not only the design, put the production process. I graduated in Industrial Design and in school our projects were always focus not only on the final design, but how to optimize the manufaturing process. Materials, bugdgeting, supliers, those were things we had to consider. Today when I design I still keep that in mind, it just changes the roles. Now we have to think about engineering work, legacy code, platforms, localization and a bunch of other things.

How does Social Media affect your work these days?

 

Not as much as in the past. I was an avid Social Media user but either I am getting too old and got a bit tired of it or it is definitely slowing down. I also believe that social media became really about showing off, rather than sharing useful things or knowledge.

Where do you see Abduzeedo evolving in the next few years?

 

I have no idea. I believe it will get smaller because blogs are becoming things of the past. I love the idea of keeping something that I can change the design, learn a bit more about coding and also sharing things. With that in mind I think Abduzeedo will be around.

On the last note, what is the common mistake that most designers always make these days?

 

I think I am not the one to judge because I make a bunch of mistakes too. If I could point something, it would be that designers, for some reason, became a bit selfish. They tend to focus only on the design part and forget a bit about the rest. I’d say focus more on understanding how things are build and how people really use products, than following trends.

Some Moments

I believe it will get smaller because blogs are becoming things of the past. I love the idea of keeping something that I can change the design, learn a bit more about coding and also sharing things. With that in mind I think Abduzeedo will be around. – Fabio Sasso

Over the last month, we have featured the lettering work from Joe Sutton and today he is back with a case study. I shall add that he is sharing a full complete A to Z case study from the start and finish. Thank you Joe for taking the time to give us a demonstration of his experience and also sharing his process for everyone. Let me stop talking and give him the mic and hope you will enjoy his breakdown.

This is a client project of mine broken down from start to finish, I share all the details that was discussed with the client and let you know about design decisons and process. I’ve always wanted to offer a sneak peak inside my process as I’ve seen it done before in other disciplines and found it highly valuable. I want to put something together that wold have helped me when I first started.

In his Words

 

I was contacted to create a Logotype for Trampa. Trampa is an Urban Cycling Clothing Brand in its infancy. Their products have a Swedish design influence and a minimal and clean look that is functional, stylish and not out of place in a casual setting. Their target market is 16-30 year old male and females. I put together a document for the client to start with that broke down the the brand, goals, usage, keywords and competition. We put our focus on these as we found them to be the most important factors to focus on.

After this I asked if everything align with their thughts and what kewords represented Trampa best. They wanted to try and represent Urban, Cycling, Swedish, Movement,Ffreedom, Exploration, Clean. Thet also also provided me with a few logos that he liked, they were very varied in style and so I knew that identifying which direction early on would be important.

Sketching

 

When I go into sketching I just write the word out in a few go-to style, all caps, all lowercase, joined, unjoined and cursive script with a mix of character variations etc. Through this you can quickly understand where the issues might be between letters and where there are opportunities to create some unique ligatures. I’ll list the points that I discovered below:

The ‘r’-‘a’ gives an opportunity for a ligature.
• The two a’s could be interesting to experiment making the feature point
• The ‘p’-‘a’ join could be an issue
• We could join the ’t’-‘r’
• The capital ‘R’ or ‘P’ could be legs pedalling (Huge Gimmick)
• Type of ‘a’ and ‘r’ were open for experimentation.
• Capital or Lowercase T

Sorry if those sketches have made your eyes hurt, but it’s all part of the process. After Identifying these I can target each one and try and make something interesting. I had a feeling the best way to go would be with a very simple san serif type with a slant, I felt like it’d be the most simple and reflective of the clothing and brand. Howver, I still sketched lots of other styles incase I found something better. Once I had exhausted all my options I selected 9 sketches, there’s no specific number I choose.

Usually below 10 as too many options can confuse the client and with this I refined them to an acceptable standard, still very far from perfect. The reason I choose at the early stage is usually they are so rough I’m the only one who knows where they could potentially end up like. So by choosing the best based off my judgement, with the project goals etc in mind, I offer the client more accurate optinons. You need to realise they aren’t lettering deigners and that you probably understand your vision more than anyone else, so explain everything.

Presenting First Concepts

 

Now I had all my first sketches to a point where it’s clear enough for the client to understand. Also not too far that it’d be a waste of time, I was ready to display them all. So I scanned the versions in and then played around with them in photoshop until they are darkened but not distorted, I find this again aids the client in visualising the options clearer. At this stage you’re sharing the work to really to gain a better understanding of what the client’s preferences are so you can get on the same page in regards to stylistic direction. It’s also the first point to explain my thoughts on how each one relates to the goals for the project. After initial discussions with the client and with the research I had done, I was pretty confident I knew which ones would appeal to them the most. They did select the ones which I advised towards being the best, which is always a relieving moment. I know that some designers don’t offer the options to their client at this early stage. I think it’s so important to keep them engaged from the beginning so that you don’t go off on the wrong path and face the revisions at the end.

The client chose options 2, 3, 6, and 7 as his favourites and you can see the reasons below.

2: I love the underline, and the slight slant works well conveying movement. Maybe slightly harsh on the eye though.
3: I think it’s interesting and could be really cool or could be a bit odd. I think you could experiment a lot with it.
6: Is similar to 2 but feels more understated. Experimenting with the underline could work well here.
7: Surprised I liked this one but it feels like it has some flow to it. The capital T works well.

They agreed that 5 and 9 were not clear enough and I agreed with what he said so onto the next stage.

Refining Chosen Sketches

 

I take the scanned sketches, scale them up a bit and print them off so I can go into more detail and refine them. I use a light pad to trace versions rather than using tracing paper, that’s just my preference. Along with this I have some notes for each sketch with what to focus on initially improving. I work on this until I have them to a point where they are almost as refined as I can get them on paper. With this particular project it was more straight lines due the preference of the more simple, san serif style. So I think the computer is where the larger refinements could be seen properly. On projects where the style is more rounded and cursive then I like working on paper and creating nice smooth curves for longer as I feel like you can capture more personalitly on paper.

I offered each option with variations to show which ones could be experimented with further. The aim is exhaust all possible directions narrowing your way down to the perfect final logotype. The client decision was to take 1 and 3 further. I decided that making a quick digital rough would give a clearer idea of the final and help finalise it down to 1 version.

Digital Roughs

 

Starting in illustrator now I made both versions to a point where they were slightly refined but not nearly perfect. I also came up with a 3rd version which stemmed from option 3. This is now the point where you can really start to see what you’ve envisioned them to look like coming together.

We decided that 1 would be the best option to refine completely. It had been the stand out for me all the way. It offered lots of options to experiment with underlines, fullstops etc. I made some small changes to it from the sketch, but it maintains the same character and basic overall look and feel. I added a fullstop as I know the client mentioned something about it. I think that we had a strong base to work off from here and now it was just down to the final refinements.

Final Refinements

 

Now it’s all about the details. The main thing I discover when refining is when I tested what we had on a dark value, it looked too bold. This logo needs to be versatile and work in many usage cases, so I concurred with the client and displayed thinner version, we both felt that even making the line weight a little thinner helped with that issue and we kept pushing on.

When I come to create the final version firstly, I create a grid so that I can align all the horizontal and diagonal lines. After this I look at the letter spacing and the kern the final version. Finally I go over making use the letter endings are all the same. Not forgetting the most important part which Is checking the logotype optically and how it looks to the eye. Sometimes the grid might force things that don’t look natural enough so making sure it looks optically perfect and not just grid perfect is important.

The adjustments I had to make to this were the curves in the m, they were too thick and similarly with the p. I also did a lot of playing around with the a’s as they were becoming a distinguishable feature in the logo. As we planned to do, I also showed thick and thinner options with underlines and small changes which you can see below. We ended up going with a rounded full stop which you can see on the final version.

Final Logotype

 

Here is the final version, on a dark and light value. There isn’t a colour palette yet as the project is in its very early stages. I’ve tried to share all the details I could, and hope this has been useful to some of you. Don’t hesitate to contact me if you have any further questions.

  

More Information: http://joesutton.co and make sure to follow him on Dribbble.