The Brief
- 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 Outcomes
- Develop an understanding of corporate branding
- Research and provide a written company profile
- Show comprehension of Adobe Illustrator, demonstrating the use of various shapes, fills, and strokes tools.
- Apply colour theory, design principles, and proper typesetting practice to your corporate branding.
- Create a clear and visually interesting final presentation to share work
My animals and objects of choice:
My Reference Images:
Moodboard (fonts, graphics, images, etc.)
Original Zebra Logo:
Original Cat Logo
Art Zebra Company Profile:
What is the name of your company?
The name of the company is Art Zebra.
Do you have a company tagline or slogan that could be used as part as the logo?
"Creativity comes first."
What product(s) or service(s) do your business provide?
They sell art supplies including paint, brushes, markers, pastels, canvases, sketchbooks, etc. They also host community events in the evenings including art classes and speaking engagements related to art and creativity.
What are their competitors?
Box stores like Michael’s and De Serres, as well as independent art stores. Amazon is also a large competitor.
What differentiates you from the competitors?
The personalized experience. Large stores don’t have the same knowledgeable and caring staff that Art Zebra does. It is also a community hub that is focused on connecting creative people in the area.
Are there any inspiring visuals associated with your business?
Along with the zebra, the store also features on their walls other unique and brightly coloured animals, like peacocks. Other visuals include art supplies like paint brushes and canvases, and messy hands.
Who is your audience (target audience), and what are they attracted to? (Colours, ideas, style)
Artists of any gender, over the age of 5. There is stock for any age or ability level with prices to match. The store has a bright and warm colour palette without being too childish and isolating older artists. They are selling the idea that creativity can come from anyone.
What words do you want your audience to associate with your company?
Creativity, freedom, joy, individuality.
How is the company perceived? What tone? What “image”?
The company is a positive presence in the community, acting as a place for people to interact and share their passions. It is an excellent place to find art supplies and to potentially learn a new skill.
Revised Art Zebra Logos:
Bling Mockups
Website Mockups
Final Reflections
Starting this project, I was very overwhelmed with the amount of choice we had (choose ANY two animals and ANY two objects). I wasn't sure how to narrow down my ideas at first. I ended up picking animals I thought would either be really manipulable (cats) or had clear negative space I could use (zebras) and then built the brand around those choices. I recognize that that's not likely how logo design in the real world would work; normally a client would approach you with a brand that's already got a theme or business sector and you would have to work within their requirements. I think narrowing down my ideas and creating the brands from scratch was probably the hardest part. Once I did that, though, I found the rest of the project really fun. I thought the peer reviews were really helpful because it's always other people who see things you should change or improve upon.
I found Adobe Spark fun to use although I wish I had more control over the placement of the images. I would have liked to create split screen layouts with two images (one on either side of the layout) but I wasn't able to figure out a way to do that. Otherwise though, the results are really professional and clean and I really like how my presentation turned out.
I'm not sure how the project could be improved. I like the pacing and the regular peer reviews (and the in-class reviews of the first proofs of the logos was really helpful). I really enjoyed working on it.
Credits:
Created with images by kowloon - "zebra equine mammal" • Bluesnap - "zebra animal mammal" • Chun-San - "art paintbrush paper" • Leuchtturm81 - "cat black cat animal" • 99mimimi - "coffee cup coffee disposable" • blende12 - "zebra stripes fur" • IanZA - "zebras stripes black and white"