Logo_6-14-18.png

 

As the final project for my Visual Communication class, we were asked to envision working with one of three clients presented to us. I selected The Vera Project, a nonprofit arts and music youth organization based in Seattle. I designed a cohesive visual system in three phases for the logo, icons, and landing page.

TIMELINE 4 weeks  

TOOL Illustrator 

 

 
 

 

First phase—Logo

I did background research on The Vera Project to understand their mission and how that mission was currently presented in their brand. Being in such a creative space, Vera’s current logo, which was just bolded text, didn’t do their brand justice. I wanted to incorporate the same red hue they used throughout the website but in a more subdued form. I developed three distinct directions for a new logo focusing on imagery, and decided to iterate on the first concept for its clarity and blending of music and art.

 

Sketches

 
 
 

 

 

Three original logo directions

 
 

First concept

 

Second concept

Third concept

 
 

 

 

Refined versions with inspiration from first concept

 
 
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2.png
 
 

 

 

Finalized logo

 
 
Logo_6-14-18.png
 

 

 

 


Phase Two—Icons

After doing research on Vera's website, I sketched out two directions for an icon pair that reflected the organization's major areas of focus. I selected the icons for ‘Shows’ and ‘Get Involved’ as these were the most prominent sections on Vera’s website.

Note: We didn’t necessarily have to incorporate these icons into the website, as you’ll realize in the next phase.
 

 

Logo Sketches

 
 
 
 
 
 
  ‘Shows’ Icon Concept 1

‘Shows’ Icon Concept 1

 ‘Shows’ Icon Concept 2

‘Shows’ Icon Concept 2

 
 
 ‘Get Involved’ Icon Concept 1

‘Get Involved’ Icon Concept 1

 ‘Get Involved’ Icon Concept 2

‘Get Involved’ Icon Concept 2

 

 

 

 

 

Phase 3—Landing Page

The last component for this branding project was to refine the visual system by designing a landing page for Vera's website. I incorporated the circle theme throughout the landing page

 

 

New landing page for Vera

New landing page for Vera (continued when scrolling from first page)

 
 

 

 

Lessons Learned

I started out thinking my ideas would translate well from paper to digital, but that wasn't usually the case. Revisions were ongoing, but working digitally made the process go by much faster than if I had worked by hand. Small details became more noticeable on a screen, so being meticulous made a huge difference in the perspective as a whole. I learned to rely heavily on the grid.

Another lesson I learned that took one too many times to hammer into my brain was to simplify my work. I often found myself spending more time than I care to admit crafting intricacies to what was already deemed as ‘good to go’. Much to no one's surprise, I’d find myself scrapping it all towards the end. I know I can spend as much or as little time to work on something, so incorporating time constraints was very useful for me. I learned that the most successful logos are surprisingly simple.