The Meaning and Evolution of the Alex Locke Designs Logo
Intro
I recently watched the new movie "Air," which tells the story of Nike signing Michael Jordan and how they pulled off this historic deal. One thing that deeply resonated with me was a quote by Sonny Vaccaro (played by Matt Damon), who said to Michael, "A shoe is just a shoe until someone steps into it." The movie highlighted that selling Michael Jordan wasn't just about his ability to promote the brand and the shoe, but rather how the shoe would embody Jordan himself and give meaning to the product. Now, I want to make it clear that I'm not comparing myself to the GOAT, but the sentiment holds true in the world of branding and logo design. A logo may start as a mere symbol, but it becomes significant when it's infused with meaning.
The Apple logo, for example, is a simple apple with a bite taken out of it. Yet, when people see that logo, it evokes a range of emotions and associations, such as lifestyle, luxury, expensive, quality, and intimacy. This is the transformative power of branding.
This led me to reflect on my own logo. I felt it was time to delve into the backstory of my logo, exploring when it first entered my life, why it did so, and how it has evolved over time.
Meaning
Disclaimer: I'm about to share a vulnerable part of my story.
Early Life
Ever since I can remember, I've had a deep love for art and drawing. My mom often recalls stories of me as a young child, meticulously coloring within the lines of our floor vent with a green marker while other kids would go wild, marking everywhere. Even before I turned five, one of my drawings was featured in Highlights magazine, and my artwork was proudly displayed in a Dallas mall.
In 2002, I was a nerdy ten-year-old kid with gelled-up spiky hair, silky flame shirts, and skater shoes, despite not being a skater. Unfortunately, during fourth grade, I became a target of bullying because of my appearance. I would retreat to my room and cry, and my concerned mom would enter, asking what was troubling me. At that young age, I confided in her, expressing a desire to end my own life due to the torment. Without hesitation, my mom sought professional help for me, and I was soon enrolled in Art Therapy. While I can't recall the details of my conversations with the therapist, I vividly remember the transformative power of the art pieces we created together. One day, my therapist encouraged me to design a personal logo—a symbol that would represent who I am and instill in me a sense of pride and purpose. I settled on a simple A + L, representing my initials. At the time, it may not have been groundbreaking, and even today, it remains a humble design. However, that early experience of art therapy unlocked within me the realization that art could serve as a coping mechanism, helping me navigate the challenges life would throw my way.
From that moment onward, my passion for drawing soared. I distinctly recall one of my first truly impressive drawings, which I consider a turning point, dating back to 2002. It was the first time I incorporated my logo into a piece of art. I became consumed by an insatiable desire to draw constantly.
Here's a picture of my first drawing using my logo, although it suffered some water damage over the years. I created this artwork—a deer—during a summer spent at my Granny's house.
When she saw how I signed it, she took me to one of her rooms and showed me a painting she had done when she was younger. Her initials were ML, and she signed her paintings in a similar manner to me, using her initials. Both my granny and grandma were talented painters and artists, serving as immense sources of inspiration throughout my life.
High School
Fast forward to my freshman year of high school. One morning, my cousin picked me up, just one year older than me. I noticed a binder of his with this whimsical character—a man made entirely of fruits and vegetables. Intrigued, I chuckled and asked him about it. He explained that it was an assignment for his Digital Design class.
The very next year, I enrolled in the same class with Mrs. Logan as my teacher. I owe her a debt of gratitude for introducing me to the world of graphic design. I became captivated by this new realm that had unfolded before me. I transitioned from traditional drawing to creating digital art. Admittedly, I was far from proficient at first, but my youthful confidence propelled me forward. It wasn't until the end of that year that I discovered people could pursue design as a career. I was astonished. People were actually paid to do this? In an instant, I knew that this was the path I had to follow. Such an all-encompassing passion could not be ignored.
In my junior year, I enrolled in Advanced Digital Design, having to give up football as both were offered during the same class period. While I knew I wouldn't become a professional athlete, I believed I had a genuine shot at a career in design.
In my senior year, I had the privilege of participating in a specialized class called PRO (Pursuing Real Opportunities). Acceptance into this class required applications, interviews, and teacher referrals. I was part of the inaugural PRO class. The class was designed to provide students with real-world experiences aligned with their career interests. Whether aspiring to be a veterinarian or a designer, students could use that class time to intern in their chosen field. I, of course, opted for design and had the opportunity to work at a sign company and a mega-church, honing my design skills.
College
After high school, I attended Texas Tech University for one semester before transferring to the Art Institute of San Antonio, where I ultimately earned my BFA in Web Design and Interactive Media. It was during my college years that I was introduced to the art of logo design, branding, and identity.
As we approached graduation, the requirement to develop a portfolio necessitated the creation of a brand identity. Memories from my fourth-grade experience flooded back into my consciousness. This was my chance to revisit my AL logo and infuse my personal brand with meaning after all these years.
Evolution
Over time, I have continued to evolve my logo, yet its essence remains unchanged. I believe this also reflects a profound truth about myself—I remain fundamentally the same at my core, but have continued to evolve overtime. All we can do is embark on a perpetual journey of self-improvement and personal growth.
Here's the evolution of my logo over time.
10 year evolution of the Alex Locke Designs logo
Conclusion
I hope this serves as inspiration for you to infuse your logo, and even your life, with meaning. Remember, it's an ongoing pursuit of evolving and continuous improvement.
