Tim Frame is an artist that specializes in being a design consultant, but also specializes primarily in developing brand logo and identity concepts for retail, restaurant, product and packaging. His logos actually remind me of beer labels more than anything else, despite most of them actually being the opposite, like coffee or clothing. The logos that Frame creates are often packed into a circle with some of the letters extending outward. The fonts he uses or designs, I have noticed, are very blocky, but not so much that it looks awkward when he transforms them, twisting or bending them. Frame, I think, is very minimalist in the fact that most of his designs are simple and do not contain overly complicated subjects or focuses. I admire that simplicity as well as the clarity he conveys. I’m kind of amazed by the fact that so many logos use text with hard, angled edges. It lends a certain seriousness to some, but doesn’t work for others – although that’s obviously not the case with Frame’s logos. He is a professional through and through, and apparently very successful considering all of the logos he has managed to market and create for many growing companies.
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December 2012
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