Jesus Muñoz

This is the first time I do the whole process of designing a logo by myself. For other projects (moxhu, energy saver game, monstertjes) I usually work with one of the best designers I know: mmozu. But  this time the project was very urgent and mmozu was busy with one exposition coming. We wanted to launch the project for Queens Day in the Netherlands where you are allowed to sell anything on the street. Queens Day will be a test for the idea, business, flavours and prices.

The logo is so important for the project because it must communicate with an image the essence of the idea behind. This can be quite hard. How can you communicate what the idea of Captain Paleta is about? We are creating fresh water ice cream made from fresh fruit, following the traditional Mexican ice cream style (I am originally from Mexico). We are trying to innovate the ice cream scene by creating healthy, exotic and delicious flavours. With Captain Paleta, we wanted to bring the best things in life altogether: sun, nice weather, fruit, ice, and  a summer holiday feeling.

From experience, I created a 3 bullet point guidelines I use when designing logos.

The Context matters: Consider the context where the logo will presented / printed It is typical the case when the logo is an amazing and creative image. It REALLY looks awesome, but just take in mind where will you use your logo. Consider what is the common size of a logo in a printed page, a web page, document etc. MOST OF THE TIMES IS VERY SMALL .... so

You should KEEP IT as SIMPLE as possible,

Use as FEW DIFFERENT COLOURS as possible. I personally prefer mainly two colours (one for the background and one for the logo) or possibly three (four? not really) colours (including the background). Yes, different opacities would mean different colours. This is mainly because, most of the times you will not be able to print it in colour, so a grey scale, or black a white version should be possible and visible and should look nice...

One hint: look for examples, for instance the android logo, vodafone, or even just to compare how ugly it could look like, try with something different, for instance look for a bad attempt of logo but that still covers these 3 requirements (even though it might be very ugly).

The name of Captain Paleta is a bit of a game of words. Paleta in Spanish means wooden stick. The stereotype of pirate has wooden stick and an eye-patch. I wanted to integrate Mustache, eye-patch, wooden stick, and popsicles with simplicity. I also thought about using the Initials of Captain Paleta in the logo. After some sketches I ended up drawing a pirate type skull, and I managed to insert the initials (C.P.) into it. But it was missing something: the Popsicle!

After playing with the nose, mouth and hat, a very close to the end version appeared: the hat will represent a bitten popsicle. That will give the image of the paletas and pirates. However, I also had to adjust the facial expression (it looked like a deathly pirate skull) to make it more friendly, since we wanted to sell food and make it attractive to everyone, specially children.

I am very satisfied with the end result :rrrr Captain Paleta!!!

Some months ago I found a book called "The Decision Book" by Mikael Krogerus and Roman Tschäppeler. The book contains a collection of models that show some effective ways of decision making like the SWOT analysis, the Prisoner's Dilemma, the Long-tail model and even the Monte Carlo Simulation. After working in some of the models and applying my previous personal experience, I ended up with this model: Task Performance Portfolio Model.

The diagram extends the Personal Performance Model and combines it with the Project Portfolio Matrix. Useful for handling several projects / tasks simultaneously ("slasher")   Tasks can be modelled according to the following scale:   - Have to Do: Tasks that are being imposed on me or demanded of me. - Want to Do: Tasks that correspond to my vision (what I really want) - Able to Do: Tasks that match my abilities. - Not Very Able to Do: Tasks that are beyond my abilities. Tasks that I can't do but I have to work at it or ask for help.   Tasks could eventually move from "Have to Do" to "Want to Do" and from "Not Very Able to Do" to "Able to Do". The sweet-spot should be represented by having all the tasks in the space between "Want to Do" and "Able to Do".   Projects and tasks are mapped according to the spent resources (time/budget) in relation to a time phase. Each task definition follows the John Whitmore Model (SMART-PURE-CLEAR)   S- Specific M- Measurable A- Attainable R- Realistic T- Time phased   P-Positively stated U-Understood R-Relevant E-Ethical   C-Challenging L-Legal E-Environmentally sound A-Agreed R-Recorded The Priority of each task is mapped based on the Eisenhower Matrix:   - Urgent and Important: Do it immediately - Important, but Not Urgent: Decide when you will do it. - Not Important, Not Urgent: Do it later. - Urgent, but not Important: Delegate to somebody else.

        reanimate for us means:

1. To give life to; fill with life.

2. To impart interest or zest to; enliven.

3. To fill with spirit, courage, or resolution; encourage.

4. To inspire to action; prompt.

5. To impart motion or activity to.