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Objective

To develop conceptual thinking skills. To communicate ideas visually and verbally. To explore expressing ideas in type. To apply design principles to real-world visual communication problems.

 

Secondary objectives

To utilize Illustrator as a design and production tool.

 

Description

Design a logo or wordmark for Story Shop. The logo must be reproducible in sizes from 1/2 inch tall to poster size. It must work in black-and-white as well as color. Use the client's objectives to choose the ideal typeface and arrangement of letterforms and graphics for this particular project.

Your design must show an understanding of unity, emphasis, and balance.

• Download Classic Fonts Specimen Sheets
• Download "Process" Handout

 

Procedure

1. RESEARCH AND REFERENCE: Meet with the client to discuss design objectives. Be prepared with questions. Research logos in design publications. Scan anything that inspires you.

2. CREATIVE BRIEF: Define the project verbally to be sure you understand all the parameters correctly (sample brief). Export to pdf and drop in Angel.

3. INCUBATION: Absorb the information you have gathered and sleep on it. Allow your unconscious mind to make connections for you.

4. DEVELOP THE CONCEPT: In your sketchbook begin to conceptualize ideas for this project (see examples of sketches). Make at least 25 sketches of all possible directions you might take this project. Edit your concepts down to your 2 best ideas and redraw them on 8.5 x 11 white paper using a black felt tip pen. Bring this rough to the class critique.

5. EXECUTION: Based on the critique of the above, use the computer to translate your sketch into a digital file using Illustrator. Print your proof out in black only on 8.5 x 11 white paper and bring it to the class critique. Be prepared to talk about how the design principles of unity, emphasis and balance are utilized in your layout.

6. PRESENTATION: Based on the critique of the above, make adjustments as needed. Make a copy of your black only logo and add color. Be sure to save all your native Illustrator files for future editing. Convert all type to outlines and save in eps format. Print out the black only and the color comps for presentation to the client presentation. Be prepared to explain your design decisions.

7. GRADING: Save a pdf file of your final logos (with fonts converted to outlines) with your name in the file name. Drop it in Angel for grading. File a high quality laser proof in your 3-ring binder for individual review along with all the preliminary work you did for the project (research, sketches, proofs, final color comp). You will not receive credit for this project if any of the above elements are missing.

8. STUDENT GALLERY ARCHIVES: Your project may be published in a showcase of student work on our website.