The Penguin family of books has a new chick. The name of the imprint is Kokila, and its mission is to tell stories of children and young adults from the margins, which often lack the most traditional books, in an authentic way. Four women founder and publisher Namrata Tripathi, the editor Joanna Cárdenas, the associate art director Jasmin Rubero and the editorial assistant Sydnee Monday, are responsible for the realization of the imprint, which includes name and logo. In the following interview, Rubero goes through every phase of the logo design process, ending with the final logo.
Create: Where does the name of the footprint come from?
Jasmin Rubero: Namrata chose the name. He says it was more difficult to name the imprint of what his son was. The bird koel, o kokila as it is known in Sanskrit, it is a precursor of new beginnings in Indian poetry and the myth, which adapts itself to the mission of the imprint. And, being part of Penguin, a bird name makes sense.
Create: did you work alone?
Rubero: While Namrata gave me full design freedom, she and Joanna met me at every stage to talk about each comp. Their feedback was essential. I wanted all of us to get excited about the logo.
Create: how did you start?
Rubero: I researched the bird itself to know its habitat, how it flies, how it sounds – any distinctive feature that I could incorporate into the logo. I read birdwatching books and watch videos on YouTube. I decided that the prominent red eye of the bird had to be part of the project.
Then I made really bad sketches. I knew I would have a lot of bad ideas before hitting the right thing, so I did not want to invest too much time thinking about it and playing with shapes.
In the next phase, I made detailed vector drawings, subdividing them into solid shapes and seeing what eye proportions inside the shape exploded.