(DOT) SQUIRRELS Identity
Client: Me
Role: Graphic Designer
When: 2009
(DOT) SQUIRRELS is my LLC. For the corporate image, I wanted somehow to play off the idea of industrious worker squirrels building stuff, without being too literal. In my head, I was picturing the old boxes of screws and nails in my Dad’s basement growing up.
Am I weird for being inspired by a box of nails? The nail is just so iconic to me. So simple, so direct, so effective. That’s the kind of work I want to be known for.
Anyway, the cardboard texture (box of nails idea) worked great for the business cards, but for the website, I didn’t like it. So I put together the tiling wood texture you see above, and deteriorated and sliced the logo subtly to make it look like it was painted on the side of a toolshed. Same concept, different angle.
For a minute, I got sidetracked by a more squirrel-centric idea, inspired by those ancient National Geographic documentaries my high school science teachers made us watch. They still used reel-to-reel projectors in my school, through the 1990s. Ghetto, but I wouldn’t trade the experience / point of reference for anything.
