Logos designed by Watling Design LLC

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J. Hale Music
This logo marks the ascension of my good friend Jeff Hales online guitar store to a upscale brick and mortar business. Jeff spent many years as an engineer with Eaton and dreamed of having a business related to his first love music. Jeff is an accomplished Jazz musician who not only plays the Saxophone, and Clarinet but is a talented Jazz guitarist as well.
Jeff started his online store about five years ago to sell high-end Jazz guitars. It has grown into a real store located in Hartland, Wisconsin. Jeff carries all the top line arch-top guitars as well as many other instruments and accessories. He has found a niche for himself in this competitive business and that keeps growing everyday.
The logo I created for him portrays his store as a class-act that reflects his stellar inventory.

Wisconsin Conservatory of Music 100th Anniversary
When the Wisconsin Conservatory of Music decided to celebrate their 100th anniversary I was hired to design a mark to celebrate that event. This mark was used on all of their collateral as well as forming the basis for designing other graphics.
The mark uses modern letter forms coupled with an illustration of the neo-classic red sandstone building which houses the school. It's distinctive long design helped it's integration into the various brochures, flyers, etc that needed to include it in their design.

By the Light of the Moon
When my wife became partners with Terry Mahoney who owned the store called "By the Light of the Moon" they wanted a new logo to promote the business. This store sold books, recordings, clothing, jewelry, soaps, lotions, and many other products for women. The store also promoted women's issues, coming of age, and served as a meeting place for women.
This logo is a composite of a photo I took of my wife, photos of clouds and a lot of playing around with Photoshop to achieve it's distinctive look. It seeks to portray the mystery of womanhood and it's relationship to the cycles of the moon.

Creative Cache
When you mix creativity and computers you get creative cache. This is what Joe Beauchamp did when he combined his exceptional photographic abilities with the computer to create a new reality. His studio became a virtual studio where he could mix impossible lighting techniques with photographic imagery to enhance product illustrations to inventing entire sets on the computer.
I created the basic design with a mixture of letterforms and Joe brought them into his computer where he gave them 3 dimensionality and the light created in late afternoon.

Dolphin Spirit
Louisa a jewelry maker hire me to create a logo for her business that would appear on business cards, letterhead, signs, etc. She wanted to use two dolphins with the name you see on the logo.
I created a sketch that I scanned and created the dolphins and their background in Illustrator. The type was also created in Illustrator and the whole thing then brought into Photoshop for some shadows and touch-up.

Wendy Watling Mortgage Consultant
As you might guess this mark is for my sister the Mortgage Consultant. Her business is freelance and deals with the business to business side of mortgage acquisition. She was hired by large firms to travel to various locations around the country to examine property and it's documentation before a business mortgage holder would acquire the mortgages.
Even though most of the properties she worked with where not consumer related I focused on the home sweet home graphic to give the idea of comfort and reliability. Which is understandable considering the volatile and hidden perils of this business.

Living Arts High School
I was approached by a friend to design a new logo for the emerging Waldorf High School in urban Milwuakee. I emerced myself into their culture and with the experience of my daughters education in Waldorf school came up with this pleasing as well as symbolic logo.
One of my earlier designs used the Frank Loyd Wright type face used for the signature on this image. It was incorporated in the final design to be afirm the roots of the school in the midwest.