I created Indulta’s logo while I was incarcerated. Indulta’s logo took around 48 hours to complete. This creation is the first logo I ever made from scratch. Indulta’s logo will be one of the most critical, iconic and recognizable logos of the 21st Century.
As I sat on my bunk late one night thinking about Indulta, I knew I needed a visual symbol to go with the organization. I never hand drew a logo before and didn’t have any experience. However, none of that mattered. The best piece of advice I got from a friend was, start! Start drawing, start! Everything else will come.
And that’s what I did.
What was the why and meaning behind the logo is the first question I asked myself. Indulta means clemency; I wanted to show that in the logo by using broken or cracked prison bars. See below.
"Cracked Prison Bars" Maybe that could represent freedom, I thought.
Trying to draw the amazon logo from memory.
"Broke Prison Bars" Break out? Too many criminal justice organization have bars in their logo. I wanted to do something different.
Notes from books.
Trying to remember Instagram's logo
More generic prison bars? No, thank you. I was not feeling this direction where the logo is headed.
I reached deep and pulled from my memory past TED talks about making design great. Those TED talks were:
- Roman Mars – Why city flags may be the worst-designed thing you’ve never noticed.
- Simon Sinek: How great leaders inspire action.
I recalled Roman Mars listing the five basic principles of flag design. The first principle was to keep it simple. The flag should be so simple that a child can draw it from memory. I wondered if you could apply the principles of flag design to logo design?
As you see from above, the most iconic logos are simple to draw from memory. I forgot to mention Nike, Apple, Beats by Dre, and more.
I started to look through magazines from inspiration and I came across Nat Geo Eyes wide open .
At this point, I still wasn’t sure how I wanted to style this “eye”.
Simon Sinek‘s voice came to my head, “Start with why, Virgil”
I wanted the logo to resemble the letter "I" for the first initial of Indulta.
"quis custodiet ipsos custodes" is Latin for Who is watching the watchers.
The middle bar has a double meaning—a bar for lawyers and a bar for the incarcerated.
Lower arch = Lower self.
Higher arch = Higher self.
I didn't end up using the lines or measurements I drew. I can't remember why 🙁
This sheet of paper is the scrap paper we get for free. It's an old itinerary for the inmates of the prison unit I was staying in.
Showing myself how simple the "power button" symbol is.
Once I answered the why behind the logo, the rest the design was automatic. Below I perfected the logo by hand. I enjoyed this challenging part.
I looked at these drawings every day, and I couldn’t wait until I was released to put the finishing touches on the logo.