Journal

Frank Young, a teacher at the School of Visual Arts, challenges all of his students to join what he calls the 100 Club. "All one has to do" is make 100 posters in a week, each derived from a single theme, for a solitary project. Inspired by his challenge, I've done 100 logo thumbnails and taken notes during the process.

1-10

The first few came quickly. Fresh ideas, cliches waiting to be dumped, the logos popped out like Tic Tacs in a barrel. People often say that their first idea is usually their best, but how many versions did they go through before they reverted to the original? It's too early to tell unless we explore more ideas and find out whether or not our initial concept is inane or insightful.

11-20

The next ten were a little harder, but still relatively forthright. Once the initial few were done I made a mind map to come up with concepts that hadn't immediately popped into mind. As exciting as the original ideas may be, we can’t deny the power of pushing further, diving into the creative process headlong and snorkeling our way through abstract relationships.

21-40

Now I'm starting to push. I found myself beginning to take ideas from the first 20 and manipulating them to see how they’d look with a different layout. It’s important to be aware of our tendency to lose momentum and counteract it by consciously working on coming up with something unique for each.

41-50

The halfway mark! At this point I sensed I was becoming mentally fatigued, I began to think I'd worn out all the best ideas. As I scraped through the 40s, I couldn't help but wonder how I was going to do another 50. Before I moved on, I took a moment to pat myself on the back. I made it to 50 and it's important to acknowledge progress.

51-70

The next 20 seemed like looming knights in black armor, clones of the first 50 I managed to slay with the edges of my wit and knowledge. But now my blade is becoming dull and the knights are as daunting as ever. I begin to combine my best ideas from the previous 50 and make unique combinations that begin to reveal the power of 100.

71-90

It seemed like every idea had been exhausted, my mind grew weary, I wondered if I'd be able to make it. As I continued the exhaustion gave way to desperation, which transformed into lightheartedness. Something special happened at this point. I began to come up with wild ideas, perhaps even ridiculous ones, but as I fleshed them out I realized how un-ridiculous they could be. Creativity churned, silly shapes reacted with one another and created sensible solutions.

91-100

Ten left! The end in sight, I became excited, momentum picked up. All 90 ideas had become personal experiences that empowered me with knowledge. At this point I was deeply acquainted to each element of the logo, every shape and letterform, they become extensions of the mind as they're manipulated in concordant symphony. The last ten combine the obvious, the refined, the fatigued, the desperate, and the ridiculous. Finally, I finish!

Initiation, Graduation

I've pushed myself further than I thought possible. Hopefully I've come up with a pursuable idea. As Frank says, you’re lucky if you get one you like. If not, then do another 100.