How the 17 West logo went from hideous to ugly to hopefully not ugly…
Because we like it.
I’m actually embarrassed at how gross some of these logos are but I’m committed to putting these images out there so here we go:
It began in college. In those days, 17 West wasn’t an official company and didn’t have much of an identity.
Not sure where the grid idea came from but this is just awful. I didn’t even design it with video in mind. That’s not a logo at all.
Forgive this one because it was never intended to be the final logo. I was simply testing out certain looks. We thought long and hard about what the logo should be. Our company is named after a highway after all. There’s only so much you can do with that. This was the first big leap towards what it eventually became.
Our official logo for two films came next. We needed something quick to stick at the front of 4 Stops and Surface. This was the answer but it still wasn’t quite right.
And now… THE 17 West logo. It’s been this way for nearly 3 years now and we have no intention of changing it. It’s a part of our identity now. Ironically enough, we refer to the circle as the highway.
PS: This is concrete proof that practice and dedication pays off. I used to be horrendous with photoshop. Look at those ugly logos. I still have a lot to learn.
PS #2: I’m not referring to the last logo. That’s our actual logo and I love it. It’s not ugly.
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