Telkom Indonesia Logo - the good, the bad and the ugly

Telecom New Zealand isn't the only telecommunications company with a spanking new logo. Say hello to the new logo of Telkom Indonesia! 

At first glance, I preferred Telkom's new logo. But after taking a longer time to observe both logos, I can't decide which one is better - or worse! The old Telkom logo reminds me a lot of the AT&T logo which plays around with the idea of connecting everyone in the world hence the globe image. However, I felt that the stripes diagonally across the globe of Telkom's old logo did not have any meaning to it therefore making it come across as a very bad imitation of AT&T's logo. In addition to that, the colors didn't complement each other very well and the font used was rather bland. If the whole objective of the logo was to make the brand stand out, the old logo certainly did not do a very good job. 

Telkom's new logo has some major differences from its previous one although some changes weren't necessarily any better. I like the typography used in the new logo which is Gotham Rounded. It has a softer look to it which made it look more modern. The logo made the brand appear friendlier and more approachable too. I also liked the different contrasts of blue compared to the previous blue and purple because the different shades of blue matched well. What I didn't like though was the imagery used in the logo. The whole globe idea is still there with the use of the circle image, but what is up with that yellow shape that sits on top of the circle? Telkom Indonesia probably had a significant meaning behind the ambiguous looking yellow shape but to me, it seems like a crown sitting on a person's head or as BrandNew stated, "...looking like a rooster." 

Indosat is Telkom Indonesia's main competitor and personally, I like it a lot better than both of Telkom Indonesia's logos. To me, Indosat's logo is a combination of modern and funky and will definitely appeal to most people. 

So, the bottom line is: can Telkom Indonesia's new logo tackle its competition? You tell me. 

Image source; Brand New 

A not-so-new Logo

Recently, Olympic Airlines, which was owned by the Greek government, was sold to private investors. To symbol this change, the company held a contest to refine their logo. They wanted to signal a change in their culture and offering.
The guidelines for the change did not leave much room for creativity. These were the guidelines designers had to follow:
[The Olympic Air logo] Should retain the circle motif used in the old Olympic logo.
Could be designed using any font and any colors.
Should “give a nod” to the old logo, showing the development as well as the tradition of the airline.
Should be flexible and recognizable.
Should be modern, without being extreme.
Should not show its age.
Should be usable in all media, and in color as well as in black and white
As a result of the contest, and after thousands of votes, Olympic Airlines had its winner.
On the left is the old and the right is the new. Big difference right? On quick glance you may not even notice the subtle differences (besides perhaps the change from airlines to simply air). However, looking a bit closer you may see the changes made. The new one is a tad bit more modern than the old. The font is generally the same, just a bit thinner than the old. The thinner font makes it look more italic, implying flight or movement. Also, I think the darker blue gives the airline a more corporate look.
Below is the runners up in the contest.These logos show a sharper change from the older one. They look more fun than the logo that ended up winning. Perhaps it was too much of a change i guess.

The Art of Subtlety

An article about McCadden Design in the UK caught my eye while on the website Logo Design Love. The McCadden Design group is not doing anything particularly trendy or revolutionary. Instead they are using established ideas, but they are executing them very well which is why it caught my eye. Clearly, if you can somehow connect an image or association with a company or logo then the logo has done its job. This all must be done with subtlety though or else it'll come off as too busy and even unprofessional in my opinion. Here are just a few examples of the work McCadden Design has done:

The one I'm going to talk about more is the last one for Titanic Quarter. Interesting business name in itself, I think the logo design is rather bold but effective. Almost immediately upon seeing the logo, you can picture the smokestacks from the Titanic. This leads to the association of grandeur, first of its kind, state of the art, etc. However, it also quickly leads to the thought of sinking. A risky move, certainly, connecting you product/service with something that sank but at the same time, there is something powerful and bold about the idea and word Titanic that works very well. Closer inspection shows how the line of the four cylinders or smokestacks creates part, or quarter, of a circle. Very basic but nonetheless effective.

Happy Halloween, from The New Yorker

The New Yorker never uses photography for its covers. The publication has always relied on illustration and it always works. This upcoming issue, courtesy of MagCulture, continues that trend. At first glance, the Halloween-themed images (darkness, shadows, leaf-less trees, orange border) suggest a typical scene. Yet, as the magazine usually does, subtleties contradict the entire cover to make a societal critique. The cell phone lights shining on the parents' faces show they are not at all engaged with their children's big event.

So, it seems the editors are telling the elitist parents (who are their target audience) to wise up, start paying more attention to their kids and enjoy the ghoulish festivities, instead of checking their inboxes.

Because you can infer this much from one aspect of the cover shows how much we can convey with our feature spreads. Choosing the right image and placing it in the right context will make our projects much more effective.

Air Miles: New Logo

Air Miles is a popular reward program in Canada that offers air mileage and services to customers. Recently, Toronto based Ove Design created a new logo for Air Miles. 

The old logo has an outdated look; the Italic serif typeface in the tag line makes the logo seem old-fashioned. Furthermore, it seems so crowded with the airplane, the clouds, and the letters. Two different typefaces are used, and it has too much things going on. Moreover, the clouds are awkward since it is outlined with a gray color. Also, the gray-colored airplane gives a heavy and outdated look.

On the other hand, the new logo is more contemporary and fresh. The sans serif typeface makes the logo more modern. The Gestalt Principle is used in the airplane drawing. Without the white background, the airplane is made up of gray pieces. Instead of the fluffy cloud, it added a curve that appears to be a globe. The colors are brighter so the logo stands out more. In addition, the gradients give a 3D perspective. Overall, I think Ove Design did a great job. It is definitely better than the old logo. However, there is one thing that bothers me; the tag line looks out of place. I think it would have been better if it were placed on the globe.

From Brand New 

Telecom updates their logo

Telecom (a New Zealand's major telecommunications provider) redid their logo recently to update their image.


They launched their new logo with an event called"Telecom Night Lights" at the Aukland's Ferry Building in October.




Their main reason for the change was to connect with customers by establishing a better identity for themselves. A press release stated:

“We’ve been speaking to customers who were strongly in favour of this new direction because of the freshness and commitment to change the new brand represents. So over the next few months you’ll see changes to our stores, websites, communications and advertising.”

“The brand is designed to be less about us and more about our customers. Where previously it stood for telecommunications services, wires and networks, it now reflects New Zealanders doing what inspires them, and doing it on their terms.”

I think their new logo is a big improvement for this company. It's modern and simple, but not boring like their old logo.

I thought Telecom did a good job with keeping their costumers in mind when updating the company's image. The logo change tells people that the company only improves.

They also followed through by unveiling their logo with a publicized event. Many people dislike it and feel a little betrayed/surprised when they find out that a logo of a familiar brand all of a sudden switches without prior notice. More companies should do this to keep that strong sense of brand loyalty. Presentation is everything.

Current Event

I found these images posted on the magCulture blog. Since we are moving along with the magazine project I thought this was relevant. Little White Lies and Huck are different publications that combined their covers to convey one message. Little White Lies focuses on the movie Where The Wild Things Are while Huck focuses on the director Spike Jonze (is anyone else as excited as I am to see this movie?). Huck uses the Gestalt theory of continuance by placing the rest of Jonze's arm on the Little White Lies cover. This could be something to keep in mind when we work on our own magazine projects.

The below environmental poster was posted by Megan on How magazine blog. Having completed the poster project and going into the magazine assignment, I felt this was an event of importance with the current global trends concerning conservation and the environment. Apparently this is only one of a series of posters that have been released (all have been on 100% recycled paper or linen paper) by Neehan Paper Co. The firm which designed the series (Design Guys) discussed how environmental collateral often comes with a somber tone. However, this poster and the rest of the series show the challenging problems we are facing in an optimistic light. In such a small amount of words combined with the visual impact, the poster is able to get across this message. The boxes all flow together as one, but can also be read separately. I find it to be consistent and educational without being mundane. This an an example of pieces we should be continuing to create.

Type Camp Anybody?

An interesting article I stumbled upon while looking through different blog sites, talked about Type Camp. I didn't even know such a thing was in existence! Type Camp, really???? This is so new to me and I find this so interesting! It's like band camp, but...it's for people into typography/graphic designers. They make it sound like a retreat center for those in need of creative inspiration or along that border line. That is so cool...So if I was a writer and I had an extreme case of writer's block, I would go on a retreat and come back refreshed, inspired, and ready to write? They should definitely make a camp for Writer's Block too.

Type Camp was first started by a teacher and typographer by the name of Dr. Shelley Gruendler. Along with great teachers, a nice scenery, and other typography enthusiasts, what more could a designer want for a relaxing weekend? The best part is, you don't have to be a professional so no one is overqualified or under-qualified. If you are interested in the field, you are in. You also get chefs to prepare your meals! I feel like I'm advertising for this camp, but really I thought this was so cool. They also give you options of traveling AND learning typography at the same time. For instance, Type Camp is doing a trip to India to learn type in India such as Calligraphy. They also offer experimentation with bookbinding, silkscreening, etc. If India isn't enough, they are also doing programs in London, Australia, Chennai, and Bauhaus. Chennai and Bauhaus? I never even heard of those places...wow.

This just also reminds me about the universal language of type. Although languages may serve as barriers across countries, typography is a language all in itself.

I think it's also reassuring and comforting to know that as a designer, despite what age you are and how far within your career you are, there is always room for improvement, inspiration, and new knowledge. And with places such as Type Camp, you have the necessary sources and opportunities that will give that to you. If I end up getting more interested in the graphic arts, I would definitely take one of these trips! It would also maybe be cool if the upper-level Graphic Arts students took a field trip here for a weekend.

(http://ilovetypography.com/img/type-camp2.jpg)

Deanne Logo Project

Lilian Chan Logo And Stationery System

Visual Message
I wanted my logo and stationery system to be feminine withe a slight creative edge to it. The impression I was aiming for while designing my logo and stationery system was a fun and approachable one as I intend to write for women's magazines that discuss about all sorts of women's issues. At the same time, I wanted to make sure that the logo and stationery system was not overwhelming to show my preference for minimalism and simplicity.

Audience
People in the women's magazines industry

Design strategy
I was inspired by the logo of the universal female sign which is most often found on the doors of female washrooms. I wanted to use this sign because people are already familiar with it. However, I did not want my logo to resemble the sign completely so I added the sign into a rectangular shape and pushed it to the side of the shape to create a 'cropped' feel. I used the sign to signify my interest in women's issues. Instead of just using the female sign as it is, I gave it a little twist by drawing the female's legs out as a pen to indicate my passion in writing. Altogether, I wanted my logo to present my interest in writing for women's magazines. In the logo itself, the image is cropped and the female's leg or rather the pen is sticking out to project an image of a woman mid-walking or a pen mid-writing. The designs among the three pieces of stationery had some variation. For the business card, I kept the front clean as I gave the back of the card a bolder design. I felt that the back of the card was striking enough to make a good and lasting first impression as business cards are usually given during first meetings. The envelope design was kept minimal in front to give a more formal impression while the back of the envelope contains my logo acting as a sticker to seal the envelope closed. Finally, the letterhead was kept clean as well with the logo bleeding off the page while the foot of the logo points downwards to the address.

Style Sheet
Business card name: Monoline Script Mt Std, 10.5/12.6, metrics
Business card contact details: Bell Centennial Std Sub Caption, 9.5/11,4 metrics
Business card back: Monoline Script MT Std, 24/28.8, metrics
Envelope front (name): Monoline Script Mt Std, 10.5/12.6 metrics
Envelope front (contact details): Bell Centennial Std Sub Caption, 8/9.6 metrics
Stationery name: Monoline Script Mt Std, 14/16.8, metrics
Stationery contact details: Bell Centennial Std Sub Caption, 8/9.6, metrics

Extras
I used pink as my logo background to symbolize feminity. It was a brighter shade of pink to show the fun and approachable side of me but I kept the pink in the letterhead light as to not overwhelm the content of the letter. Plus, pink is my favorite color!

Mike Estabrook Logo

Visual Message

I want to convey personal qualities rather than interests I have because it can be applied across multiple professional fields. I also want this single image to produce many different interpretations, such as several aspects of my personality – individualism, thought, connection to nature and sincerity. Though business aspirations are important, I did not want to emphasize mine. Whoever sees this logo set should want to find out more about me as a person. What my interests are can be expressed in a resume or interview. The first impression should be who I am. I think the logo expresses this.

Audience

Because I did not want to limit my opportunities with an occupation-specific logo, the design can be used for several professions I am interested in – arts journalism, the music or film industry, or education.

Design Strategy

To communicate the attributes I mentioned, I tried to use a simple but effective representation of myself. I only worked with two images – triangles and a young man’s silhouette. Yet, when I fused them, changing colors and arrangement, their meaning changed as well. They become a trio of mountains and an abstract boy sitting within them. Even though this is not a complex treatment, it translates complexity because there is not one concrete message intended to be gained. I wanted someone seeing this logo to get an immediate idea about my personality but then think more about it and get another justified interpretation. The type here, also used in my resume to convey subtlety, also complements the similarly subtle design. The difference between the business card, envelope and stationery allows for a secondary message. As you move from each piece of the set, the logo is zoomed in on, getting closer to the silhouette of the boy, until the stationery just features the boy; this becomes almost like a process of revelation about the logo and me.

Style Sheet

Stationery Name

First name: Avenir LT Std 85 Heavy, 45, 35 kerning between K/E, 50 kerning between E/e, -150 tracking

Last name: Avenir LT Std 45 Book Oblique, 45, metric kerning, -10 tracking

Stationery Address & E-mail: Chaparral Pro italic, 9.5

Business Card Name

First name: Avenir LT Std 85 Heavy, 14, 35 kerning between K/E, 50 kerning between E/e, -150 tracking

Last name: Avenir LT Std 45 Book Oblique, 14, metric kerning, -10 tracking

Business Card Address & E-mail: Chaparral Pro italic, 8

Envelope Name

First name: Avenir LT Std 85 Heavy, 14, 35 kerning between K/E, 50 kerning between E/e, -150 tracking

Last name: Avenir LT Std 45 Book Oblique, 14, metric kerning, -10 tracking

Envelope Address: Chaparral Pro italic, 8

Sources and Influences

http://www.fun-with-pictures.com/boy-silhouette.html

Color

I selected blue and green as the central colors because they are not imposing and suggest a certain reflective, natural demeanor that I wanted to express.

Owl Hu "Hoot" Logos

Visual Message:

I wanted my logos to be very simple and clean. In order to convey the message I wanted the audience to receive; I chose one prominent image to be the logo of my first and last name. The owl that I created in Illustrator was a play off my last name “Hu.” In an effort to divert confusion on the mispronunciation of my last name, I used the owl and the often associated phrase “Hoot” as the defining characteristic in my logo. However, I wanted the owl to look not “cartoony” but rather more abstract and creative – also conveying the path I want to take in my future career. Owls are often associated with the concept of wisdom and I wanted to express that message to my targeted audience: that I possess a sense of identity and intelligence while keeping it to my own style and personality.

Audience:

The targeted audience of my logo designs is more geared towards the creative track. In an effort to establish my own personality and identity through the designs, I wanted something quirky and unique.

Design strategy:

I designed my logo under the idea that I wanted one defining “factor” in my logo. Looking at all the examples, I was especially influenced by the ones that were simple, sleek, and to-the-point. The placement of the owl was difficult because I realized that I didn’t want it to take up too much space in my logos without hindering and affecting the design my first and last name. But in the end, I chose an appropriate position, especially in my business card, that I thought appropriately displayed my logo and name combined. I created many versions of the owl, and realized that the majority of them were too intricate. I realized that in order to draw up something abstract, I needed simple shapes and identifying characteristics that everyone could relate to the owl looking like an “owl.” I also played with the placement of shapes to make my owl. On my business card, I only incorporated the “head” of the owl, and used the earmark in the g of my first name as the nose of the owl. I wanted the effect that the owl was “peeking” out from my name. I later cropped the earmark of the g and incorporated throughout my whole design.

Style sheet:

• Stationary Name: Bernhard Modern, 60/72, optical kerning, -60

• Stationary Address & E-mail: Stempel Garamond, 9/10.8, metrics kerning

• Business Card Name: Bernhard Modern, 48/57.6, optical kerning, tracking -60

• Business Card Contact Information: Bernhard Modern, 10/12, metrics kerning

Sources & Influences: I based the design of my logo off Japanese artist, Kaoru Kawano’s painting. I liked the simple shapes he used to design the owl, making it very abstract.

Link on google images: http://images.artelino.com/images/items/19884sx.jpg

Logo Project

YooJung Hong

Project: Logo System

Visual message: Through the design of my logo and stationary system, I intended to convey elegance, vivacity, elation, and simplicity. I wanted to give an impression of a flower that is in the process of blossoming and growing, symbolizing my life and career. The effervescent colors add personality to the overall design; it sets up a lively and joyful tone. Furthermore, the stem’s design adds a characteristic of elegance. Every layout of the stationery system conveys simplicity and consistency. The two rectangles/lines create border and allows the audience to focus on the logo.

Audience: I do not have a specific target audience; it was designed for various purposes. It can be used during my career as a PR person or it can be used to simply keep in touch with family members and friends.

Design strategy: Due to its vibrant colors, the logo naturally draws the audience’s attention. The audience initially sees just the dominant image—a flower. However, as people get a second look at my logo, they would be able to see my initials (y, j, and h) that form the stem of a flower. Since the initials in my logo are fancy, I chose a sans serif typeface (Gill Sans MT) to complement each other well. ­Therefore, while my logo is fancy, my name and contact information are very clear and easy to read. In addition, I used contrast in my logo; every other petal is filled with color, while the others are not. Thus, it creates a nice balance of pink and white space. The transparent lines in my letterhead and the borders around my envelope and business card create boundary, and they are of different stroke sizes to create balance and hierarchy. 

Style sheet:

Stationery name and contact information: Gill Sans MT Regular 9/10.8

Business card name: Gill Sans MT Regular 9/18

Business card contact information:  Gill Sans MT Regular 8/9.6

Envelope name and contact information: Gill Sans MT Regular 9/10.8­

_{Use of color: I used bright colors, such as hot pink and violet to convey my personality. The colors pink and violet complement each other well, and they catch the audience’s attention due to their vibrant colors. In addition, I used gray in the line, the border, and my contact information to balance out the bright colors. Furthermore, my name is always in purple so that it would stand out.} 

christine bae: my amazingggg logo slash stationery

Christine Bae

project: Logo System

10/22/09

visual message:

Through the design of my logo and stationery system, I intend to convey a simple and personalized logo that could be used casually and for everyday use. I wanted to make sure that my logo was simple without being boring as well as easily remembered by my audience, allowing them to be able to recognize it as mine. I then wanted my stationery to support my simple logo and keep the attention from going anywhere else but my logo.

The tone of my logo is fun and simple, yet bold and authoritative. You cannot miss the logo and its powerful presence. The qualities of the logo such as its use of white space, squares, rectangles, and one color use contribute greatly to its simplicity. It allows for me to use bolder lines and have the logo thicker, without making it too overwhelming. The overall impression I want to make is that my work is simple, yet has a flair and powerful impact.

audience:

The audience is my friends, family, and close business associates. I would not use this for business associates I do not have close relations with.

design strategy:

My design allows me to surely make a statement and be noticed, without overwhelming my audience. It also allows my audience to feel comfortable and recognize that the logo/stationery that they are seeing is a friend's because of the personalization the logo has. The imperfect lines and shapes of the design have a hand-drawn look that automatically gives a more informal tone to it. I chose to use a simple font that is clear because it goes with the overall simplicity. At the same time, because my logo itself is decorative, I need a simple font to keep the overall image balanced. I decided to change my design slightly among the projects' three parts because I did not want it to be repetitive and boring. I kept the business card and the letter head relatively the same. I bled the business card to keep it from being too boring and full of white space; and for the stationery letter, I wanted to keep the logo in its original form and keep designs minimal to look the most formal out of all the projects. I also decided to ghost the logo on the envelope to keep it from attracting too much attention yet still visible enough for the receiver to identify who the letter is from.

style sheet:

Stationery name-Bodoni Svty Two ITC TT Bold 12/13.2

Address&email&phone number- Bodoni Svty Two ITC TT Book 11/13.2

Business card name: Bodoni Svty Two OS ITC TT Bold 12/14.4

Business card address: Bodoni Svty Two OS ITC TT Book 11/12

Business card phone number & email: Bodoni Svty Two OS ITC TT Book 11/12

Envelope back name: Bodoni Svty Two ITC TT Bold 13/17

Envelope back address: Bodoni Svty Two ITC TT Book 13/17

Extras:

The only colors I chose were black, shades of gray, and one other color, red. I primarily used the grays to have more depth and variety. It’s also too boring to simply alternate between red and black. The grays make the overall appearance a lot more interesting.

Logo Project

Visual Message: With my logo I am trying to convey the fact that I work well with other people and am able to do the job assigned, but I’m also creative and can stand out. The letters are my initials to represent me, and they fit together well just like the gears that are part of the “g.” The second gear connects to the middle one, cooperation/teamwork, but the second breaks out of the side of the “g” showing that I can be a stand out worker and a creative thinker outside of the constrains of the situation. I used deeper colors to show a serious and professional tone, but at the same time the color being red shows my enthusiasm and intensity. The first impression should show me to be able, dependable, having potential to grow.

Audience: The audience is a professional employer in either a business/marketing field or else political field. I feel it would work well for either because the message of being able to work a part of a bigger whole transcends a lot of fields. Meant to imply that I can pull my own weight and then some.

Design Strategy: Overall, the design is supposed to be seen as a cohesive unit despite the fact that there are at least four separate parts. The letters and gears work together though in a general flow from left to right, top to bottom. I kept the logo the same across all pieces and used the same fonts, but I did change the placement of my name on all three. On the business card, I rely on the ability of the logo to bring the reader top to bottom and use it and my name to “box in” my information. Slightly different on my stationary, I dropped my name down sideways below the logo mostly out of the utilitarian nature of being able to write a letter. I think is works well though to draw the readers eyes’ down the page. Neither of those designs, however, would work on a envelope so I tucked my name into the gear again to create a frame for my information. I think using Monotype Modern Std. Extended for my name added a distinctive quality since it was a serif and much of the logo is block like. My information on the other hand is in News Gothic MT Bold because I did want it to conform to the basic look of the logo. Being a sans serif I think it fits in well and complements the serif type in my name. the gears remain a consistent theme/backdrop across all three pieces.

Style Sheet:

Stationary Name: Monotype Modern Std. Extended, 30/36, no kerning, tracking 50

Stationary Address and Email: News Gothic MT Bold, 9/10.8, no kerning, no tracking

Business Card Name: Monotype Modern Std. Extended, 18/21.6, no kerning, tracking 60

Business Card Information: News Gothic MT Bold, 8/9.6, no kerning, no tracking

Envelope Name: Monotype Modern Std. Extended, 12/14.4, no kerning, tracking 60

Envelope Address: News Gothic MT Bold, 6/7.2, no kerning, no tracking

Sources and influence: I Google image searched gears but used no one in particular for reference or inspiration. Most were too complicated. In the end, made own gear on Illustrator out of three rectangles and a hexagon.

Extras: I used red to set my logo apart. In business, dark blue with yellow or else dark red are the “power color” combinations. Blue is overused and slightly boring, yellow is tough on the eyes. Red is a strong color that also inspires thoughts of intensity and enthusiasm, both of which I can bring to a job.

Logo Project

Visual Message

My logo is a green butterfly with the body of a calligraphy pen. Although I am a public relations major, I do not know what specific field I would like to work in. I can promise, however, good quality work and the ability to quickly adapt to environments. Therefore, the butterfly represents the potential I have to transform into a valued and appreciated professional, no matter what field I work in – similar to how a butterfly develops from a cocoon. In addition, I wanted to express that I like to write and consider writing to be one of my strengths. Therefore, instead of using a real butterfly body, I drew the calligraphy pen to represent that skill, which is especially valued in the public relations field.

Audience

This stationery set and business card is designed for employers at a public relations agency.

Design Strategy

I wanted to make sure that people would recognize the calligraphy pen in place of the butterfly’s body. Therefore, I tried to make it seem as though the butterfly’s wings and antennas were hand-drawn. The butterfly is generally regarded as peaceful and calm, and I wanted to depict these characteristics in my logo. I chose Palatino for most of my font choices because it was clean and simple, which I thought was a good portrayal of another set of my own characteristics. I used the font Constantia for the stationery name because, in its bold italics, it looks somewhat handwritten, which helps to tie in the calligraphy pen once again. I wanted to keep a consistent design throughout my stationery set so I tried to apply the striped and boxed patterns in most of my pieces. 

Style Sheet

Stationery Name: Constantia Bold Italic; 24/28.8; metrics kerning; tracking: 0

Stationery Contact Information: Palatino Regular; 10/12; metrics kerning; tracking: 0

Business Card Name: Palatino Bold; 10/12; metrics kerning; tracking: 0

Business Card Contact Information: Palatino Bold; 8/9.6; metrics kerning; tracking: 0

Envelope Name: Palatino Bold; 10/12; metrics kerning; tracking: 0

Envelope Contact Information: Palatino Bold; 8/9.6; metrics kerning; tracking: 0

Extras: Color

My logo is colored in two different shades of green. I did this in order to show that I care for the environment and that “going green” is important to me. This “going green” concept is very widely used these days and may now even be considered cliché, but I thought that gave me even more of a reason to emphasize it. If I happen to work at a “green” agency, it will show employers that my standards meet theirs. I also used a tinted shade of purple in the background and design of my stationery set and business card because I thought it complemented the greens well.

My Logo Project

Visual Message
With the design of my logo, I intend to convey a sense of fun, yet boldness. It is not a serious, thought provoking logo. However, it does catch your eye and make you look at it. When it is accompanied by my wordmark, it makes it stand out even more. It looks like one, cohesive logo when it appears with the logo. The reason I chose this logo is because I grew up playing basketball, and it helped define who I am today. It also allowed me to incorporate my initials- S.S.- into the logo.

Audience
The audience for my logo is anyone I intend to do business with in the future. This would include future employers, especially magazines, or anyone I may have to contact.

Design Strategy
My logo is meant to look like a basketball, with my initials, the double-S, being the lines in the ball. This conveys a fun, yet bold design that stands it. The way in which it is slanted gives it that more fun look. The bold lines help it to stand out, helping it be a dominate image. I chose to use my wordmark again for my logo because I thought that the curves in the letters worked well with the design. I chose to ghost my logo on the stationary and envelope to help break up the white space on the page, yet it still works because words can go over it on the stationary. I used a larger, more dominate logo on the back of my business card because this also helps the card stand out more. It may fit in a Rolodex, but it doesn’t belong in a Rolodex.

Style Sheet
Stationary Name:
First Name- ITC Tiffany Std, 16/19.2, metrics kerning, tracking 0
Last Name- ITC Tiffany Std, 21/25.2, metrics kerning, tracking 0
Stationary Address/Email: Franklin Gothic Medium, 10/12, metrics kerning
Business Card Name:
First- ITC Tiffany Std, 26/31.2, metrics kerning, tracking 0
Last- ITC Tiffany Std, 36/43.2, metrics kerning, tracking 0
Business Card Contact: Franklin Gothic Medium, 8/9.6, metrics kerning
Envelope Name:
First: ITC Tiffany Std, 12/14.4, metrics kerning
Last: ITC Tiffany Std, 18/21.6, metrics kerning
Envelope Contact: Franklin Gothic Medium, 9/10.8, metrics kerning