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Taking The MotorCity Casino Logo Out For a Spin
Designed with input from renowned automotive designer Chip Foose, MotorCity Casino Hotel is Detroit’s most innovative entertainment venue and the crown jewel of the city’s skyline. Much like the building itself, the Motor City logo is a salute to Detroit’s celebrated era of tailfins, white-walls, and lots of shiny chrome.
To capture the mirror-like quality of chrome, John Taylor Dismukes & Associates was commissioned to create a version of the casino’s monogram in 3D. Created for ESW Partners Agency, under the direction of Greg King, we developed a 3D model of the logo which was then animated. “Adding dimension to an existing logo creates excitement and allows you to extend its display options across multiple platforms,” says John Dismukes. “I’ve been called upon to create metal effects many times for clients like Sid Meyers, Steppenwolf and Harley Davidson, using traditional airbrush techniques or Photoshop” says Dismukes.
Today, modeling with 3D software is by far the best way to capture the reflections and detail necessary to create a convincing chrome effect.
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Modeling a logo or product in 3D also offers a lot of versatility and flexibility. A 3D model can be rendered in high-resolution from any angle for print use, animated and composited into video, or allow for user interaction in multimedia applications.
MotorCity’s new 3D logo is used for video, multimedia, web and in many other business and consumer-facing applications… but it would also be right at home on the hood of any piece of fine detroit steel.
Today, modeling with 3D software is by far the best way to capture the reflections and detail necessary to create a convincing chrome effect.
— John Taylor Dismukes
