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A Closer Look
(Text)
The Anchor logo and the Hop Rod form seem
destined to be combined into one stunning mark.
Parks picks up on this and deepens the visual
concept at every turn. He graphically represents
the beer hops visual pun on the anchor shaft
and translates the toy’s foot pegs and handle-
bars into anchor prongs.
A favorite client of mine asked me to develop
a promotional logo which celebrated the
anniversary of her gastro pub, the Anchor. The
client is an abstract thinker and lover of local
civic history. She loved the idea of celebrating
a novelty product called The Hop Rod, that was
made in Wichita, Kansas, in the early ’70s by
Chance Manufacturing. This little gizmo was a
crazy gas-powered pogo stick that never really
took off. My task was to try to bring the two
notions together and somehow not confuse the
hell out of her patrons.
In a fit of desperation, interspersed with a
moment of fear, I meditated on the inherent
visual qualities of the hop rod and EUREKA!
I conceptualized a vertical shaft, with horizontal
extrusions on both the top and bottom, similar
to an anchor.
To make the solution more playful, a rider was
considered. This became an obvious way for
further connection with the nautical theme of
the pub. The final visual became a metaphor on
how my client viewed her business—a unique
machine that grew and gained momentum, as
she added fuel.
An interesting alternative to the final direction,
Parks pairs the original mermaid from the an-
chor logo with the Hop Rod, but renders her form
in a very snappy ’70s line-art style. With his
illustrative skills, I think Parks could have made
this direction just as successful.
FIRM: CHRIS PARKS
DESIGNER / ILLUSTRATOR: CHRIS PARKS
ART DIRECTOR: CHRIS PARKS
CLIENT:
THE ANCHOR
(Ray)
(Fogra 39)Job:08-30930 Title:RP-Design Logo
#175 Dtp:225 Page:16
001-272_30930.indd 16 9/2/13 10:59 AM
(Ray)
(Fogra 39)Job:08-30930 Title:RP-Design Logo
#175 Dtp:225 Page:17
001-272_30930.indd 17 9/2/13 9:55 AM
1 7
(Text)
Parks builds all his logos with a brilliant optical balance between
positive and negative space. This mark borders on being a spot
illustration, but because of the simplified graphic rendering style
and reducibility, it succeeds in either camp. As you can see, this logo
has the perfect amount of detail to make a very engaging T-shirt even
without any additional embellishment.
Chris’s skills as an illustrator enable him to
provide clear visual ideas to his clients even
at the very initial stages of the project. This
“Custom Culture” direction would have lent a
much more masculine feel to the finished logo.
(Ray)
(Fogra 39)Job:08-30930 Title:RP-Design Logo
#175 Dtp:225 Page:17
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