Zach's PEN
Zach's PEN #38: Fake Company Logos
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2021 Week 15: Back on set, and some fake companies and logos I enjoyed making
Dear PENpals,
We shot the Markee videos!
It was neat being on set directing actors again, and I have to say I gave these actors a really difficult task. I wrote the scripts to be messy conversational, spoken extemporaneously by someone being interviewed or giving a testimonial. That's really tricky. They did incredibly well, as did the entire crew: Mauro directing and doing some crazy 3D CGI, more on that soon, Mauro and Jason prepping for our first foray into virtual production, Hannah, Alexander, and Kim producing like crazy on a short timeframe, Newton casting, Christina script supervising, Josh on sound, Alexander recording additional audio and behind-the-scenes, Leisa on the always-perfect makeup, Brittney on hair, Ardit in his first role as a PA, Sam DITing and editing, and Matt approving the budgets (thanks Matt).
I wrote some thoughts after being back on set.
https://little.zachphillips.blog/2021/04/15/creative-attention-in.html
Zach Phillips (100/100 posts) @zachphillips
I'm on a real film set today for the first time in quite a while. Two years ago, I transitioned to a more businessy role at my production house. I'm still involved in the creative process, but I'm pretty much out of the execution part. This is as it should be. 👇
1:54 PM ∙ Apr 16, 2021
Fake Companies
One thing that has been fun in the creation of these first Markee videos is making up five companies. As some of you know, I have always loved naming things. I love it. Well, I had five characters for whom I needed to come up with five companies. Together with our amazing designer Euge (who is taking some much needed vacation for the next two weeks), these are the five characters with their fake company names and logos I came up with (we had to knock these out in a day).
First, there's Valeria Gutierrez, a sales team lead for a big multinational corporation.
Next, there's Charlie Larkin, a creative consultant with a small design/content marketing agency.
Then, Lara, an operations manager for a big tech company.
Mona, the director of a non-profit theatre company.
Lastly, there's Newton, a customer support director. The funny thing with Newton is that he's also actually Markee's customer support director and he's actually an extremely talented actor (and he served as casting director for these videos). This logo is my personal favorite.
We loved the Toasty concept so much that we made a hoodie out of it (thanks to Kim for the iron-on graphic magic).
Are these the best fake company names and logos ever created? No. Do I love them as if they were? Yes. From this point forward, whenever you hear the word "Toasty," your mind just might say... "We got you." Thanks for that, Eu. Now go get some damned rest.
This Week's Other Posts
I wrote about kintsukuroi, probably my single favorite metaphor.
https://little.zachphillips.blog/2021/04/11/kintsukuroi.html
One of my very favorite concepts in the infinite ocean of metaphor is kintsukuroi, the Japanese art of repairing broken pottery with resin mixed with precious metals. The repaired object is both stronger and more beautiful than the original. 👇
I wrote about a strategy I'm using to reconnect with reading for pleasure, something I haven't done in far too long.
https://little.zachphillips.blog/2021/04/12/reading-doesnt-have.html
I picked up a few books yesterday and looked at them, nothing more. I opened the books and saw some words on the pages, thought a little bit about what the words said. I think I enjoyed this. It doesn't have to be a Thing. 👇
11:51 PM ∙ Apr 12, 2021
I wrote about a variation on my business card that you should totally copy if you're a photographer.
^^^^https://little.zachphillips.blog/2021/04/13/a-photographers-buisness.html
If you're a photographer, I have the best business card for you. It reuses beautiful things that will otherwise be thrown away, it's unique (for now), and handing it to someone creates immediate delight, conversation, and connection. This is my business card (it's not this). 👇
I wrote about an archetype from one of my favorite childhood movies.
https://little.zachphillips.blog/2021/04/14/false-horns-on.html
An archetype from the 1982 movie _The Last Unicorn_: The witch Mommy Fortuna (played by Angela Lansbury) captures the Unicorn (Mia Farrow) for her Midnight Carnival. People no longer believe in unicorns _so she puts a false horn on the real unicorn so people can see her_. 👇
I wrote about High Street, a truly superlative bread bakery in Philadelphia, and the attention to detail in their packaging.
https://little.zachphillips.blog/2021/04/16/high-street-hoagie.html
I really love when extra attention to detail has been put into something where no one asked for it. This is a hoagie I bought from @HighStPhilly yesterday. This packaging is delightful.
We had a little health scare with Louisa this week but it turns out she's fine (biggest phew ever). Totally fine. I won't tell you what it was about because I don't want to embarrass the poor girl. She's fine.
No new pictures this week so I'm just going to bring back an old one. This is Louisa from when she was 6 weeks old. She's had a big personality from the moment we met her:
Much love PENpals,
© 2023 Zach Phillips