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
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.
Three original logo directions
Refined versions with inspiration from first concept
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.
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
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.