Project Three
Logo Regression

For this project you will be creating a logo for a modern organization / company. This list of your choices is below. If you really have something else in mind that you think would work well come talk to me and we can see if it will work.

The caveat here is that these companies have logos/brands that represent more modern sensibilities. Instead of creating a more modern logo/mark we will be looking back to the 60’s & 70’s. How would these companies/brands look if they had been designed during that time period.

You will need to think about simplicity and conveying what these modern tech companies do at a basic level. For example Netflix allows people to stream video on demand and essentially have unlimited channels/television.

This project will involve quite a bit of research both to understand what your organization/company does, as well as the style we are looking to achieve. You will also need to create an additonal group of applicaitons extending the new brand you have created. 

Logo construction will a critical part of this project and you will turn in your files digitally as part of your grade. 

In addtion to an overall branding system you will create some specific application to show how your brand system can be applied. You may two of the following choose:

1) Stationary System - Bussiness card, letterhead, envelope, folder, mailing label
2) Vehicle Branding/Uniform - Truck, car, larger vehicles, employee uniform
3) Icon System - (8-10 Icons) Can represent different areas of the bussiness/organization, processes, or I am open to other ideas.
4) Poster Set - 4 Posters that showcase company values, specific projects, or other components of your brand.

https://www.flickr.com/photos/mr_carl/albums/72157604144345854

LOGO CHOICES:
  • Facebook
  • Twitter
  • Caterpillar
  • US Forest Service
  • Netflix
  • ESPN
  • Venmo
  • USDA
  • US Department of Transportation
  • DEA
  • NOAA 
  • YouTube
  • Yelp!
  • Costco
  • EBAY
  • ACLU
  • US Department of Energy
  • Tesla
  • Amazon
  • Google
  • Home Depot
  • US Fish and Wildlife Service
FINAL DELIVERABLES:
  • 8.5” x 11” Logo printed in black and white and color. Short description typeset on the bottom of page. (Mounted) (USE TEMPLATE PROVIDED)
  • 13” x 19” Brand Board printed (Logo,wordmark,combinations,icons,colors,typography) (Unmounted)
  • 13" x 19" Board(s) of Applications (Unmounted) 
  • 13” x 19” Digital File of brand board (On the server)
SCHEDULE:
9 / 26 / 18  

IN CLASS

Presentation of project. Choose your company/organization from the list above.

HOMEWORK

Start research on on your company and its history. Research some of the design from the era of the 60's & 70's. Create a word list and a concept map to help you narrow down your ideas. What does your company do on the most basic level? How can you convey this to an audience with little context? Do a visual audit of your brand/company as it exists now?

10 / 1 / 18  

IN CLASS

Review visual audits, concept maps, and word
lists 
for your brand/company

HOMEWORK

Start sketching on the company/organization that you chose. 50 sketches. Use a pencil and paper. Graph paper could help you keep things in scale and aligned. Explore literal concepts for a wide variety of solutions. Also think about monograms.

10 / 3 / 18  

IN CLASS

Critique pencil sketches

HOMEWORK

50 additonal sketches. Focus on exploring alternative ideas and foucs on abstract icons. Scan all your sketches into the computer.

10 / 8 / 18  

IN CLASS

Critique pencil sketches
Construction and Illustrator Demo

HOMEWORK

Move your best 45 sketches into the computer. Focus on building things cleanly and with minimal points.

10 / 10 / 18  

IN CLASS

Review logos created in system

HOMEWORK

How do things begin to lock up together? Do they combine into one mark or exist seperately? Even seperately how can they relate to one another.

Build (4) distinct concepts using different marks, colors, typography, and style. Think about primary, secondary, and different lock ups? Explore color, typography. Do one exploration of a application for eah concept. See how you can extend the brand you have created.

10 / 17 / 18  

IN CLASS

Critique Concepts
(Choose Final Direction)

HOMEWORK

Choose your most succesful concept and refine. Test for scale and reverse. Explore lock ups and alignments. Choose your two applicaitons and do concepts for both. (2) Concepts for each applicaiton. Bring in Final brand board and concepts for applications printed out.

10 / 22 / 18  

IN CLASS

Critique / Work in Class

HOMEWORK

Make final refinments and adjustments to your brand board/logo system. Bring in your application exploration fully designed for us to review. How can you extend your logo to addtional applications? Don't just slap it on things.

10 / 24 / 18  

IN CLASS

PROJECT DUE

HOMEWORK

Begin Project 4