Project Brief Details
For this assignment, create two company logos.
There are five stages for this assignment:
- Choose two animals and identify the positive values of each. Consider company's these animals would represent. Then identify objects to support the brand, The combination of an animal and object will create the negative logo design.
- Compile visual research on the animals and objects for reference — photos, illustrations, different angles.
- Create 3 initial sketches for each animal using different objects.Create a company profile for each logo, and add type.
- Identify and write down the aspects of the animals and objects that directly relates to the company. (ie: regal, free, sleek, exotic, playful, wise, nurturing, strong, delicate, exciting, powerful, spirited, gentle, etc.)
- Apply the final logo to stationery and web page, and three other appropriate branded pieces.
- Combine all elements of this project into one layout for digital presentation.
Learning objectives
- This assignment will focus on the design process for corporate branding.
- You will research and provide a written company profile.
- Using Adobe Illustrator, you will convert your logo to a digital format demonstrating the use of various shapes, fills and strokes tools.
- You will apply colour theory, design principles and proper typesetting practice to your corporate branding.
- To complete the process, you will display your finished work for presentation.
Animal and object choices
- Company 1 - The animal and object are an owl and a map pin/push pins respectively.
- Company 2 - The animal and object are a swan and a hanger respectively.
Reference Images of Animals and Objects
COMPANY 1
COMPANY 2
Rough Sketches
Mood Boards
COMPANY 1
COMPANY 2
Attributes of the animals and objects
- Company 1 - The company logo is inspired by Owls as they have great hearing and vision which helps them pinpoint accurate location of the sound. Further, Owls are known for terrific binocular vision giving them increased depth perception. This goes well with the navigation company as it aims to provide accuracy in location as well as excellent real-time street view directions. The colours in the logo used are red which signifies the target location and yellow which is symbolic to the colour of the owls.
- Company 2 - Swans symbolize grace, beauty, love, loyalty, and trust which is what the brand seeks to be perceived as through its brand image. The object is a hanger to represent that it is an apparel brand. Both the animal and object have been incorporated together in a simple, minimalistic, and modern way to represent the brand’s sustainable and ethically sourced modern and minimalistic fashion
First Digital Proof of both animal logos
And the Hero Logo is.......HOOT HOOT!
Hoot Hoot Company Profile
What is the name of your company?
HOOT HOOT
Do you have a company tagline or slogan that could be used as part as the logo?
Explore the Horizon.
What product(s) or service(s) do your business provide?
Hoot Hoot is a real-world mapping platform for navigation which consumers can use through an application (app). It offers fusion of live mapping directions with satellite imagery along with aerial photography, 360° interactive panoramic views of streets, real-time traffic conditions, and route planning for traveling.
What are the competitors?
Google Maps and Apple Maps
What differentiates you from the competitors?
Most cars nowadays come with cameras or cameras are even externally installed to help facilitate accuracy in driving, parking, theft, and so on. Hoot Hoot uses the car cameras to give real-time image of the streets along with navigation systems that gives real life directions to users as and when the car moves forward. Using the same technological concept this app can also be used on smartphones and smartwatches with the help of smart phone cameras. This feature is not provided by google or apple maps, hence differentiating Hoot Hoot from its competitors and making the new feature a USP of Hoot Hoot.
Are there any inspiring visuals associated with your business?
The company logo is inspired by Owls as they have great hearing and vision which helps them pinpoint accurate location of the sound. Further, Owls are known for terrific binocular vision giving them increased depth perception. This goes well with the navigation company as it aims to provide accuracy in location as well as excellent real-time street view directions. The colour’s in the logo used are red which signifies the target location and yellow which is symbolic to the colour of the owls.
Who is your audience (target audience), and what are they attracted to?
The target audience for this company are smartphone especially high-consumption mobile users who prefer quick and fast lifestyle when navigating to places. Such consumers are attracted to the idea of convenience and mobility which Hoot Hoot seeks to provide.
What words do you want your audience to associate with your company?
Convenient, Accurate, Easy to Use/User-friendly.
How is the company perceived? What tone? What “image”?
Consumers would perceive the company to be High Tech and Innovative. Brand tone would involve: Simple, reliable, and ambitious. Hoot Hoot portrays a brand image of Smart, Innovative, and Ambitious.
Hero Logo - Final
Stationary Mock-Ups
Bling Mock-Ups
Website Launch Page Design - Homepage and Secondary Page
Secondary Logo Stationary Mock-Ups
Bling Mock-Ups
Project Reflections
Designing two logos by combining two different elements while attempting to incorporate negative logo design was pretty challenging. Firstly, I carried out research to find my two elements to be incorporated (i.e. an animal and an object). I initially thought of two brand concepts that I would want the company to be based on, after which I picked the two elements for each of the logos respectively keeping in mind the brand, its product/service offering, USP, and brand image. I first picked the object that best represents the brand and then researched on the animal that would best represent the brand by analysing its characteristics, features and its potential in representing the brand image. Additionally, from design perspective the shapes of the two elements had to be analysed and put together in such a manner to create a negative space contrast which was intricate and required a lot of brainstorming and research for inspiration. My opinion on the whole assignment and its process was that it was a good challenge to not only come up with a logo design but also to have a real-life brand concept and company profile which is quite applicable to real work life situations, making us prepared for our future careers. The peer reviews and professor feedback were quite helpful as it provided a different perspective on how other viewers viewed the logo design and their perception of it. Further, uploading our works Padlet was a great element to the learning process in the course as everyone could view each other’s logo designs which enabled us to learn and observe different design elements from different design perspectives.
As for Adobe Spark, I have never used the program software but it seemed easy to use. However, customization, line spacing, and other features were quite limiting which made it a bit challenging to work with.
My suggestion to improve the project would be to provide 2 weeks to work on the final presentation which includes the mock-ups etc., as a weeks’ time frame is quite difficult to manage with other classes and projects/assignments leaving us limited time to work on the project. Hence, I believe that would help us improve our efficiency in the output of the deliverables and quality of work submitted.