Chris Mitchell FCSD, trading as Epic Icons, is recognised internationally by the leading design and branding houses as a major contributor in the development and execution of some of the world‘s most familiar Illustrative brand and corporate identity icons. Many have become global classics of our time.
‘Illustration encompassing a design process where craft is not compromised.’
D&AD multiple award winner
Design & Art Direction
Process and the importance of craft investment
The creation of original work is fundamental
At Epic Icons we believe in the need to keep craft skills alive through creating original, beautiful illustrative logos. This means that the temptation to create hybrid logo designs, perhaps copied in part from other third party reference sources, never need become a reality for our industry; either now or in the future.
At the end of the day, if the project is worth doing, it is worth doing well - especially when you compare the relatively small investment required for high craft to the much larger distribution and production costs often attributed to a new product launch or brand identity refresh.
Featured Case Studies
The creative development journey uncovered
Once Chris has completed a chosen line sketch that best answers the client's brief, he will move onto developing and refining the illustrative marque following a tried-and-tested design development process.
Viewing featured case studies helps to demonstrate how an illustrative brand marque project evolves from the initial chosen exploration sketch of the logo idea through to final master artwork creation.
The benefit and importance of the early exploration sketches cannot be stressed enough.
It allows minds to focus on the merit of a chosen concept idea efficiently, in subject and content without the distraction of judging craft style and detail too early on, before an illustrative design route is agreed to develop further.
For brands big and small
Whether it's working closely with international brand design houses, smaller regional design groups or creative individuals, Epic Icons goals are the same. To produce memorable individually crafted illustrative work that ticks all the right boxes for our clients.
Brand icons for a wide spectrum of industries
At Epic Icons we are proud to have worked on a multitude of branding projects, whether it has been to create an illustrative brand identity: for a new drink product, a major sports brand, premium retail companies, a state or government institution both here in the UK or overseas. As expectations are high, these sort of projects continue to be reputation builders for Epic Icons and our clients.
Juggling time zones
Making full use of today's technologies, Epic Icons has developed a truly international client base. Outside the United Kingdom Chris has worked successfully with clients in Russia, Asia, the Middle East, America, Australia, New Zealand, South America and throughout Europe.
Working in a trust alliance
At Epic Icons we appreciate that new commissions can be very brand sensitive so please be assured that all of our client communication is regarded as confidential and is treated as such. Only when the commissioned work is released into the public domain, will it be considered for self promotion. Clients will be credited where we are able.
Epic Icons is a fully independent business. Clients have direct contact with Chris and his project management assistant, Lana.
We work in a secure, private environment which has no shared business space or through traffic.
The Epic Icons studio is situated just outside the City of Chichester, you can be assured your commission fee is spent producing work, not paying off high operation costs.
Face-to-face exploration of ideas
Where client ideas are not fully formulated prior to a full brief, collaboration with Chris may can be beneficial at the very early stages of discussions. To help create exciting visual ways forward clients are invited to work with Chris at the Epic Icons' studio. With the benefit of face to face loose sketching, the intuitive to visit has proved to date very rewarding. We were especially delighted to receive a visit from brand agency Nomad. Early sketch ideas by Chris were produced very efficiently to help visualise different approaches for the creation of the illustrative Premier League Trophy brand icon. We do appreciate that client visits are not always geographically possible for most of our clients, especially for those obviously based overseas. Screen sharing does greatly help where a face to face meeting is not possible.
Type design has always been a very specialist skill, crucial to brand design. Brand word marques have to harmonise with the illustrative icon. Chris has built close working relationships with skilled lettering artists in order to offer this service as and when required by clients.
Other specialist skills
Larger projects requiring the contribution of other specialist skills enable Chris with client agreement to work with other trusted, creative professionals. With the agreement of our clients, animators, writers, photographers, web builders and 3D artists have all contributed successfully to previous projects.
Coming to life through motion and sound
Animation is an exciting platform for extending the illustrative brand icon experience. To facilitate this at a high craft broadcast level, Epic Icons works in close association with Fin London.
Fin London is an award-winning, fully integrated production house for all platforms. They have the expertise to deliver on craft expectations and much more. Working with Fin London opens a world of creative animation possibilities.
Avoiding reversal logos looking like negatives
Retaining craft clarity in a reversal version is crucial
A client will often require further artwork versions of a solid dark line logo in order for the brand logo to feature on a dark background. Where a client may create a light on dark artwork version just by reversing the dark on light artwork it will often appear unsuitable, as it can appear like a negative of the former artwork.