Dimensional Distress with Flat 2D Design
When a new client is open to new ideas and trusts my methods, I like to experiment with styles and processes that I've never seen done before. It's well known that RDQLUS has an affinity for—and is highly skilled—at the art of the monogram. The opportunity to do a new monogram once again presented itself, but the client was in need of something with some grit and texture. So… a distressed visual that still needed to be flat for logistical uses of logos and identity design? Yeah, that's just RDQLUS.
1. I began with hand-drawn letter elements for unique, original forms. No typefaces were used. I don't like to place anything that can be easily duplicated in a client's identity. If simplicity is the key to good design, then take the time to make it unique.
2. I like to create a couple of instances of the base form for later use. Very simple thought, with a rather complex intent as will be seen.
3. Because the client desired something with some grit and texture I wanted to give a bit of distress to the monogram. over the years I have amassed a collection of real stresses for authenticity, and I have developed a process of applying them.
4. This is where I took a turn toward innovation and trying something a bit new for a trusting client. The distress was applied and remained in a vector state. I didn't want to rasterize the mark because having the vector paths remain is important to quality and infinite sizing. So, with a few proprietary moves, I decided to give this flat distress some dimension which created a sort of acid-eaten, pitted and scraped bevel—and still all vector paths.
5. Remember those other instances? Well they came back to play well with others to help create a counterintuitive flat element that rides behind the main mark, but created by its own visual DNA.