Abigail Dewyer: Process Documentation

Corporate Identity, Fall 2017

Table of Contents

Project 7: Style Guide
Project 6: ID System 2
Project 5: ID System 1
Project 4: Restaurant Logo
Project 3: Museum Logo
Project 2: Olympic Bid Logo
Project 1: We Stand Together
Jump to Bottom



Dec. 05, 2017

Partner Critique

What I heard: I just have to make sure that my information is set up consistently throughout my pieces. I also should make sure little details are the same as well. Such as the crossbar on the line element I have. I also forgot to put my website on the envelope. Sarah also gave me advice about how to introduce a secondary element into my ID system that I can extend into my collateral.

What I think: I agree that the information should be consistent throughout. Her advice on the secondary element was also very helpful.

What I am going to do: I will fix my info and start working on my collateral. I am also thinking of adding a secondary element in my collateral. I want to use a cute little vampire but I first have to introduce it in some elements of my ID system. Sarah gave me the idea of using him inside of the envelope or back of letterhead. I will use him in the envelope and back of folder.

Brainstorm for collateral:

  • two-sided menu: logo and vampire, business hours, address, etc., baked goods on front, drinks on back
  • coaster: logo
  • label cards: gluten-free cupcake with icons
  • rewards app: login screen with vampire
  • cupcake box: logo on top of box, striped, vampire sticker on box


  • Restaurant logo: B&W, color, lock-up
  • ID System 1: Physical submissions of folder and stationery
  • ID System 2: Collateral can be physical or digital
  • Style guide: Printout

Below is my revised ID system for the Sweet Fang. I tried varying my colors and appearance of my logo.

Nov. 28, 2017

Below are my 30 trials for my restaurant ID system


  • owner
  • manager
  • pastry chef
  • tombstone cross thing for envelope; make border thinner
  • envelope flap: round
  • polka dots need revision: pink
  • could also use stripes with logo on top for card
  • vertical stripes
  • tagline scale is good
  • play with tagline
  1. What I heard: I need to edit my letterhead because I don’t need a board of directors. I can fix my line thickness depending on what I have next to them. People really like the vertical stripes as a pattern. I could use the tagline very large as on opacity.
  2. What I think: I should really put business hours on my business card. I need to revise my colors in some places so that everything relates to each other.
  3. What I am going to do: I’m definitely going to to revise my envelope flap. I’m not super crazy about it and I don’t think I want to use the pattern there. I would like to see the pattern on my folder flaps or maybe inside of the envelope. I should move the logo to the back of the business card so the info on the front is better organized. I will add hours of operation to my business card. I also think a flat color for the back of the letterhead is more effective because it isn’t as complex or busy.


Nov. 16, 2017

Critique with Brigette:

  • Take pattern all the way around and line it up
  • letterhead needs to be lighter
  • navy on letterhead needs to be lighter
  • folder in darker paper
  • pattern on back of letterhead
  • flaps be navy
  • slit to see voodoo of card
  • fix type on letterhead
  • use pattern on letterhead in flap to match card
  • shortest side of flap bigger than business card
  • seam is fold
  • color on inside with pattern possibly (small voodoo)
  • move info to line up with margins of stamp
  • add more to booklet
  • move directors to bottom of letterhead
  • fix alignments on card and more leading


I found some e-books through the library’s database that showed identity systems for cafes.

1000 Restaurant, Bar & Cafe Graphics : From Signage to Logos and Everything in Between

It could be interesting to use some pen doodle techniques in some of the collateral. I think it fits well with the gluten-free, vegan, etc crowd
Possibly my business card could be in the shape of a cupcake or bat
I think I would like to hold my envelopes together with stickers that I make

Below is my revisions for my ID system. I decided to print on fibrous/speckled stock to show the reinforce the idea of the organic and earthiness of voodoo and its rituals. My collateral is just a little notebook that people can take with them and use.

Oct. 26, 2017


What I heard: I should watch my alignments and use the navy, gray color in my ID system. I should write the museum name out and use the “O” for my stamp box and use the V for my flap. The website also needs to be moved to the back. “Voodoo” should be reversed out of back of letterhead.

What I think: I think I also want to integrate the navy gray into my design. It was kind of an accident but it does work really well with my color palette. The other advice I received was really helpful. I think I can move in the right direction now.

What I am going to do: I am definitely going to find a way to integrate that navy gray into my system. I am going to work with my type on the letterhead as well so it isn’t as clunky or awkward at the top. I really need to figure out the folds for my envelope too. I want a vertical envelope.

  • make perfect square on letterhead with heavy top
  • Voodoo in white on color backs
  • Navy business card and navy integrated into other parts
  • Pattern too large is clunky
  • horizontals
  • write museum name out
  • circle for stamp
  • V for side flap
  • website on back

Read and Respond:

I really like the redesign for Bolivia. The older logo wasn’t terrible but it was clearly outdated. I like how the new logo uses shapes patterns and colors to elude to the a tropical bird. I think that it’s very clever and I also see the shapes and colors representing diversity and fun. I also like how the typeface was tweaked to integrate the triangle into the A.

On the other hand, I am not so ecstatic about the Famous Dave’s redesign. I personally never liked their logo to begin with and the only thing they did was make the logo “flatter”. It helps to get rid of that skeuomorphism but the design itself is too cliche.

I enjoy the Deker identity system. The use of vibrant colors makes it fun but there is also elegance by using white labels and spaced out serif typeface. There is also repetition of lines in the logo that explains the reasoning of the striped pattern on the packaging.

Below are explorations for my identity system. I decided to push my museum logo further. I tried developing a pattern based on the shapes I used in my logo.

Oct. 25, 2017

Company information:

Company name: New Orleans Historic Voodoo Museum

Address: 724 Dumaine Street
 New Orleans, LA 70116

Phone: (504) 680–0128

Website: www.voodoomuseum.com

email: voodoo@voodoomuseum.com

Board members: (There is no info on their site)

Akua Kagiso, CEO

Vernon Mcguire, President

Iris Mullins, Chairman

Evette Esparza, Vice Chairman

Jacques Becker, Secretary

Jermaine Thomas, Treasurer


Nov. 14, 2017

What I heard: I should go with the simple bakery colors but also add some fun pops of color. It reminds people of “bakery” but the pops of color show that it is more than its Halloween theme. The emblem solutions work more for people and the type needs some revision. I should also watch the scale of the cupcake.

What I think: After looking at my variations, I will agree that the emblem solutions look better. I really need to work with my type to make it work.

What I am going to do: I will work more with the logo being an emblem. The scale needs work both in the cupcake and line thickness. I think I will also edit that Regina black typeface that I used in my one emblem. I do like how someone pointed out that it relates to the bat wings.

  • simple colors
  • brown and creamy color
  • emblem with certain thickness of circle
  • type combo on second page of logos

Below are 10 variations of my logo. I think I may be leaning more towards the last solution I created.

Here are my color trials. I have the outlines colored make the negative space better.

Nov. 13, 2017

Below are my thumbnails for my restaurant logo. I decided to call my restaurant Sweet Fang and use the tagline Devilish Alternatives. Sweet Fang was the perfect name because it relates to monsters/Halloween and it has to ties to a sweet tooth and the phrase “sweet thang”. Devilish Alternatives also shows that this is a sweets shop that serves other options.

I will be using the bat and cupcake combo. I think its a simple but successful solution. Below are some sharpie sketches to see how the negative space will work out. I think the shape of the top right looks the best.

Oct. 24, 2017

Read Response:

I am very drawn to the Ruka and The Corner Office menus.

The Ruka menu is very unique to me because I don’t think I’ve ever seen a menu look this way. The illustrations and patterns are very detailed and bright. I really like that it combines Japanese and Peruvian culture. The imagery is based off of traditional Japanese illustration but the pops of bright colors and patterns definitely reminds me of Peru. The treatment of type is very clever as well. The display type looks very modern but it also mimics the structure and strokes of Japanese characters. The body type also gives the whole menu a very contemporary but inviting feel. I could spend hours just flipping through the menu. I would love to carry over this menu’s use of color into mine. It’s very beautiful and sophisticated.

I also enjoy The Corner Office Menu. I chose this menu because I think it successfully carries out a concept without being too obvious. The yellow green reminds me of highlighters, sticky notes, or index cards. It is a fun color that is used in a very sophisticated way. The color doesn’t feel overwhelming and it pairs very well with the black. The type choices are very welcoming and cozy which is something I would like to replicate in my own menu. Everything is very clean and modern but it isn’t corporate and cold. I also think the biding for this menu is genius. I like that the papers are hole punched at the top and held together with a paperclip and rubber band. Doing the binding in such a way relates to the concept but it is done in a very elegant way. You can tell they put thought into the color of the rubber band and the shape of the paperclip. I also want my menu to be able to carry out my concept without being cliche or boring.


  • Tagline: Sweet alternatives
  • Work with name
  • Think of logo
  • Frankenstein styles?

Below is a mood board that I put together for my restaurant concept. My idea is a monster cafe that serves allergen free options. Allergen free covers a whole lot of specific dietary needs for people with food intolerance as well. These options also tend to be vegan or organic. I want the cafe to be monster themed but I also want it to be cute and cozy. I think having the interior be a mix of a haunted mansion and mad laboratory could be very interesting. It would feel like Halloween all year round.

Possible names:

Allergen Smash

The Mad Food Lab

Killer Confectioneries

10 Taglines:

  1. Frighteningly delicious
  2. Prices that won’t make you scream
  3. Scrumptious monstrosities
  4. Freakishly good
  5. It’s alive! (And so are you)
  6. Your stop for sweet alternatives
  7. Mouthwatering Madness
  8. Sickeningly sweet madness
  9. Fend off the demons
  10. The beastly bakery

Oct. 17, 2017

Possible ideas for restaurant:

  • Maid/Butler Ice Cream Parlor
  • Organic/gluten-free Monster Sweets Shop
  • Steampunk Tavern
  • Medieval Buffet
  • 80s Smoothie Bar
  • Karaoke Grill


Oct. 19, 2017

Below is my final Museum logo. I have drastically changed the colors. They are still the vibrant colors that I had previously but with an overlay and blendmode that gives the colors an earthier feeling. I feel like these colors are way more appropriate for the subject matter.

Oct. 17, 2017

What I heard: I need to fix my horizontal layout and work with my colors more. I could try using a color overlay and a texture overlay. My tagline also looks separated from the rest of the logo.

What I think: I hate my colors. They really need some work.

What I am going to do: I’m going to fix my horizontal layout by putting “VOODOO” all on one line as well as my tagline. I will work with my colors so that they aren’t so bright. It needs a lot of work.

  • horizontal “Voodoo” one line
  • horizontal “for the curious” one line
  • darker colors
  • color overlay (brownish red)
  • texture overlay

Oct. 16, 2017

Below are my lockups for the museum logo. I used the green, purple, and yellow to present Mardi Gras. I also used the blue to represent the water that surrounds New Orleans. I used the tagline “for the curious”.

Oct. 12, 2017

What I heard: I need to fix spacing and alignments within my text. The “DOO” needs work because the spacing around is a little strange. People like the pop colors but I need to work with them so the type can be read easier.

What I think: I’m surprised people liked the pop colors. I thought maybe it would be too much.

What I’m going to do: I’m going to work with “DOO” until the spacing issue is resolved. Then I’m going to fix alignments and spacing. Finally I will do more color trials.

  • D needs fixed
  • Orleans needs aligned
  • equal spacing between text
  • pop colors
  • fix colors for better legibility

Oct. 11, 2017

Here is my black and white logo and color trials.

I changed the weights of my font to make the type more rhythmic. I felt like moving them around too much would affect legibility.

I tried to be as colorful as possible after my monochromatic trials. I don’t think the monochromatic really helps to convey rhythm or fun. I did some trials with bright, pop colors. I tried colors from the Louisiana flag, African flags, and the Haiti flag. I tried mixing some Mardi Gras colors in as well.

Oct. 05, 2017


What I heard: People really like the rhythmic quality of my typographic solution. I just have to fix the spacing and surrounding typeface to mimic movement as well.

What I think: I think I have finally decided to stick with the typographic solution. I think the feedback I received about the altering the type to convey more movement is helpful.

What I am going to do: I am going to try playing with the type even more to show rhythm. I am also going to go in and make sure the spacing between voodoo is resolved because the D is looking a little wonky.

  • Rhythm and movement resonates with people
  • fix type to show movement
  • thicker typeface works better
  • fix spacing

10 Taglines:

  1. Small museum. Big experience.
  2. Rooted in history and culture.
  3. A casual and curious experience.
  4. Established in 1972.
  5. Preserving the legacy since 1972.
  6. Serving the community since 1972
  7. Welcome and explore.
  8. Education and entertainment.
  9. For the curious.
  10. Heart of the French Quarter.


This is what is posted on the museum’s website: Serving the New Orleans community since 1972 and bringing you a casual and curious experience intended to preserve the legacy of New Orlean’s Voodoo history and culture while educating and entertaining visitors.

What does the company want to say to their audience?

I believe the company wants to tell the audience about the history and culture of Voodoo. Yes, voodoo can be seen as unusual and gimmicky but I believe this museum is trying its very best to show the very real historical and cultural roots voodoo has in New Orleans.

What value does the company bring to their audience?

The museum is just two rooms filled with voodoo items and information. I think it is refreshing for visitors to be able to explore the museum casually. It is more intimate and I’ve been reading that the people on duty are always kind and really interact with their customers.

What benefits do they offer above the competitors?

As I said before, the whole experience is intimate because of the museum’s small scale. The experience is also supposed to be educational but not to the point where you are bored to tears. The museum also offers cemetery tours. They can help visitors get in contact with practitioners of voodoo and provide visitors with research and information for school or film projects.

How are they different from the others in their field?

I feel that the museum exists solely for the purpose to educate the masses about voodoo culture and history. In, theory all museums are meant to educate but there’s something about the mom-and-pop environment that makes the whole experience seem real and authentic. Big museums can be overwhelming and feel cold because you are viewing things behind glass and standing far from it. This museum is more interactive and welcoming. Visitors are even allowed to leave offerings on altars that are there.

Oct. 04, 2017

Here are my 24 variations. Half are my typographic logo and the other half are the emblem designed as a seal.

Below are some type trials that I arranged. I could use either a sans-serif or serif typeface in the emblem design. I might stick with a serif type face for the emblem though. It seems like that is what is most common among seal designs. The sans-serif typefaces could work with the type logo but maybe the serif faces will give me some contrast.

Below I took my type and emblem logo and drew them out on graph paper to make sure that I understood my proportions. It’ll be easier to trace them in Illustrator and I don’t have to worry about things looking crooked or super disproportionate. The fleur de lis is especially looking better than my sketch from the previous sessions.

Sept. 29, 2017


I’ve been reading reviews and looking at the interior of the museum. It seems a little more spooky than festive. Their current logo is purely typographic so doing my typographic solution is still a possibility.

It would sort of be like a revamp of their existing logo. I’m still torn so I still plan on splitting my variations. We’ll see which one everyone thinks fits the museum better.

Interior of museum
Interior of museum

I looked at more images of seals for my emblem design. It looks like I have many, many options for borders. I’ll try out a lot of them and then maybe combinations of others. It also looks like serif typefaces are very prevalent in most seals. I’ll try some with different typefaces as well.

Sept. 28, 2017


What I heard: Everyone was drawn to the last two logo designs. My typographic solution evoked the concept of modernism, fun, and playful. The emblem was seen as fitting because it looks like an official seal or stamp. It is perfect for the museum because of professional reasons but it is also quite eerie because of the snakes within.

What I think: I like how I have two very different ways of portraying the museum’s mood. They are both logos that relate to the history and culture of voodoo in New Orleans yet they evoke different moods. It is difficult for me to choose which direction I would like to go.

What I’m going to do: When I do my variations I plan to split them between the two logos. I’m definitely going to do more research about the museum and read reviews to see how people felt. It I get an overall sense cheerfulness and fun I will most likely go with the typographic logo. If it’s a little more creepy or haunting maybe I will go with the emblem. I am going to work on refining the fleu de lis so the snakes are more apparent. We’ll see what happens after my research and variations.

Here are the three logos that I have created for the Voodoo Museum.

In this logo I use a snake to form the silhouetted profile of Marie Laveau. Snakes are important to New Orleans voodoo rituals and Marie Laveau is a very famous voodoo queen. I still think the logo is still effective even if no one knows about voodoo or Marie Laveau.

This logo is more of a typographic solution. I reduced the letters in voodoo to very basic shapes. These shapes and patterns are seen in the veves. I also think this design has a good sense of rhythm which I was trying to mimic because dancing is also used in rituals.

This emblem type logo uses the snakes to form a fleur de lis. The fleu de lis is a symbol that represents New Orleans. My hopes are that the snakes in combination with the fleur de lis describe the voodoo culture that is specific to New Orleans and Louisiana.

26, 2017

iPhone X Response:

I think an example of company that successfully expands their branding to their products is French Paper. Charles Spencer Anderson gives French Paper packaging and products so much character. There’s repetition of iconography on all packaging and it also serves as the background on their website. All of their promotional pieces are humorous and share the same aesthetic of vernacular design. They even sell fun things like hats and blow up dolls. It’s such a strong identity system and it has to much personality that you just have to buy their products and tell everyone about them.

Sept. 21, 2017

Understand your competition

I think the logos will be different because they don’t use a common voodoo doll motif. The logos focus more on the history of voodoo which is successful because the museum focuses on that. I also think it’s spooky enough to pique interest.

Ask the right questions

I’m focusing on the actual history in my designs instead of working based on stereotypical motifs or misconceptions. Sure the museum would attract some tourists but it’s also a learning experience and a look into the deep and rich history of voodoo in New Orleans.

Stay flexible during the process

I’m sure the idea I really want to do may or may not work out. I don’t even think people may like it very much so I’m okay with trying to work with it our toss it out.

Respect a brand’s heritage

I respect that the museum is trying to show others a very important sector of the New Orleans community. Voodoo culture is so interesting and eerily beautiful.

Remember: a logo is just one ingredient

Some of my designs would look really good on collateral items. Especially with the vivid colors of African flags.

Choose your typeface carefully

I definitely need to choose something that won’t compete with my imagery. I want the main focus to be on the images because they relate directly to voodoo rituals and culture.

Tweak and refine to add personality

I could go many directions with this logo. I could make things fun or haunting. It is all dependent on how people who visit the museum feel after their tours.

Consider illustrated, fully-bespoke (custom-made) type

One of my logos utilizes shapes to spell out voodoo. I think it represents voodoo culture and it looks very modern.

Explore serendipitous letter combinations

I want to combine bold and thin typefaces to show rhythm as well.

Take ownership of an entire typeface

I transformed a very geometric typeface into patterns and shapes.

Strip it back to basics

I used very basic shapes and curves to convey my ideas.

Understand shape psychology

Some of the shapes I used show movement and rhythm. Almost like they’re dancing.

Master grids and structure

I would like the design to be modular so it will fit nicely on leader heads, notepads, and so on.

Employ negative space

The shapes in the negative space will give room for the design to breathe. I tried to avoid doing something super dense.

Make use of wit and humor

The emblem logo is kind of funny in the way that it look like an official seal but it is something unusual and a little foreboding.

Understand the color wheel

Compliments will play a heavy role in my color choices.

Manage color schemes carefully

If I go for super colorful, I want to make sure that it isn’t too much or overbearing. It has to be done tastefully.

Use color to control mood

I could use my colors to evoke playfulness or cautiousness.

Research sector-specific color trends

Black, blue, green, red, and yellow are colors in African flags and African culture is heavily involved with voodoo.

Don’t forget black and white

Some of this logo work very well in black and white and I may consider leaving them as it is.

Always get a second opinion (from a professional!)

What I heard today from my professor was extremely helpful. I was told to simply and to show things instead of just telling or spelling things straight out.

Develop the rest of the brand world

The snake and patterns could be interesting by themselves and on other products.

Consider how to bring it alive

Rhythm plays a big role in voodoo rituals. This is an interesting concept that could be brought into animating the logos on screens.

I tried using Marie Laveau and the fleur de lis more within my extra sketches. Marie Laveau is a very famous voodoo queen and the fleur de lis is supposed to represent New Orleans (french roots). I tried incorporating snakes in some of the designs as well because of their importance in voodoo rituals and practices. I’m a little torn on what I should continue on with. People really like the profile of Marie Laveau but I’m wondering if people will get the correlation.

Sept. 13, 2017

Museum logo research:

The museum offers:

  • walk through
  • cemetery tour
  • assistance to contacting readers and practitioners
  • academic research and media assistance

Voodoo information

Louisiana Voodoo

  • Afro-American set of underground religious practices which originated from African diaspora.
  • It is one of many incarnations of African-based religions rooted in West African Dahomeyan Vodun.
  • developed in French, Spanish, and Creole speaking African American population of Louisiana
  • differs from Haitian voodoo because of its stress on gris gris, voodoo queens, Hoodoo paraphernalia, and Li Grand Zombi
  • Beliefs: one God who does not interfere with everyday life; spirits look over everyday life and they can be contacted through dance, music, singing, and snakes (very specific to New Orleans)
  • Today: serve people and influence their life events by connecting to nature, spirits, and ancestors
  • Methods include: readings, spiritual baths, specially devised diets, prayer, and personal ceremony; it can supposedly cure anxiety, addictions, depression, loneliness, and other ailments
Although called Voodoo dolls, apparently these dolls don’t have a prominent place in Louisiana Voodoo or Haitian Vodou
Gris gris is an African or Caribbean charm that is usually used for voodoo; small cloth bag and contains objects and usually has verses of the Qu’ran inscribed onto it
Voodoo Queen Marie Laveau

Haitian Voodoo

  • The subservient spirits to God (Bondye) that humans worship are called loa
  • A veve is a religious symbol used to call out the loa and represent them during rituals
Ayizan- marketplace and commerce
Baron Samedi- loa of the dead
Maman Brigitee- death loa and wife of Baron Samedi
Papa Legba (guardian of the crossroads)- gives or denies permission to speak to the spirits
Erzulie Freda (the spirit of love)
Ogun- warrior spirit of metal work and rum/rum making
Damballa- serpent spirit known as the Sky Father and the creator of all life; created the cosmos and earth with his snake body (Li Grand Zombi in Louisiana Voodoo)
Haiti Flag


  • NO VOODOO DOLLS (too cliche and not really the most interesting part of it so do it as a last resort)
  • Singing and dancing is very important in rituals (convey the movement in type?)
  • Snakes are very special to New Orleans Voodooism →Damballa/Li Grand Zombi
  • Papa Lega’s veve would work too →contact between living and spirits and that’s what modern voodoo is all about
  • The veves are beautiful make the type can look like that? Or make own veve
  • Gris gris could work as an image
  • Red, blue, green, black, and yellow show up in a lot of African flags and red and blue in the Haiti flag
  • Red and blue for colors possibly?


Oct. 16, 2017

Here are my final final logos. I fixed the kerning in Minneapolis then I changed the bottom line of text to mimic the arches in my design.

Oct. 12, 2017

What I heard: I still need to work with my type. I have to fix the kerning and work with my bottom line of text. It needs to be changed in length and possibly typeface.

What I think: I understand what I need to change. I think it’ll help it but I’m not sure if I should change typefaces in the bottom line.

What I am going to do: I will fix the kerning and try out a different typeface.

  • fix kerning between “APOLIS”
  • try different typeface for 2032 Olympics (italic serif or script)
  • make bottom line as long or shorter
  • .75 pt size 60% black for grid lines

Oct. 11, 2017

Below is my lockup of my final Olympic bid logo. I fixed my colors so the “M” is more apparent. I used the blue in the large patterned pieces and the green in the middle and in its adjacent piece to do this. The green and blue is also supposed to represent land being bisected by water (Minneapolis is bisected by the Mississippi river.) I used all the Olympic ring colors in the logo and the black text is supposed to represent the black ring. The typeface was also changed and adjusted so it was more legible scaled down.

Oct. 3, 2017

What I heard: Generally, I just have to watch my spacing and proportions. My elements are a tad too close to one another. My pattern also needs more spacing and thickness because it is getting lost as it is scaled down. The N’s in Minneapolis also need work because where they meet is too thick and distracting. Everyone also said I need to play with the Olympic colors more to emphasize the M within my logo.

What I think: The advice I got today was very helpful. My logo was looking better but it still didn’t feel right. I think when I make the changes everyone suggested it will look even better.

What I am going to do: I am going to do what everyone suggested and then I’m really going to have to work with my colors. I want to lay them out in a way that’s alternating between the Olympic rings but I also need to make sure people see the M. I’m thinking blue or green would be good to emphasize because land and water are a big component of the city.

  • fix pattern; bigger and more spaced out
  • watch spacing between Minneapolis and image
  • 2032 bigger
  • watch stroke where N’s meet
  • work with color

Respond: Looking at my logo, I feel like I could make the pattern a little more apparent. I really want the pattern to mimic ripples but it’s too thin and getting a little lost. The pattern gives the logo some dimension but I think it does it in a way that isn’t overkill. I chose my pattern with thought and I’m not using it to decorate but to carry out a concept relating to the city. If you have a reasoning behind skeuomorphism then I don’t think it will ever be tacky but if you’re using it in a way to “add more” to a design, it will never look good or resonate with an audience.

Oct. 2, 2017

I used two different schemes for my color trials. My first half focus on muted blue, green, and orange. The orange is supposed to represent the grain, green is supposed to represent the land, and blue water. These colors are also the color of the lights that are reflected on the water’s surface at night. My second half is just simply the Olympic ring colors. I feel like I like the ring color scheme the best.

Here is my final logo in black and white. This was the best way to lay it out without losing the detail in the logo or text as it is scaled down. I made the line strokes very thin because I didn’t want the pattern to be so bold that it distracted from the other information below.

Below are some more marker sketches I drew up. I tried out different patterns and thicknesses for the arches in my logo.

I think I like the variation listed below the best. It involves the tapering in the arches but there’s also variety in the stroke weight. I feel like the pattern I used also reflects the idea of ripples and I see the solid areas acting as land.

Sept. 26, 2017


  1. What I heard: Everyone made it apparent that the logo needs the tapering at the end of the arches. The “M” I had originally sketched is getting lost because the arches are too circular. People want to see some sort of pattern within because it’s starting to look too globe-like/corporate. Generally, I need to watch my sizing, alignments, and type management. (Possibly add “Candidate City” for a couple variations).
  2. What I think: The criticism I received was very helpful. I am relieved that people liked my ideas and they see them working. I was really iffy on if I should use patterns in the logo but after the critique, I can see why people would see it as beneficial to the design. I’m also glad I got comments on how to keep the circle from looking less like a literal globe/basketball/corporation.
  3. What I’m going to do: I am definitely going to hand draw my logo to get that tapered effect as well as the pattern I want. I really need to work on it not being so flat. I’m going to keep my twin n’s but work with the type weight and spacing to make it look better. I think I will also add “Candidate City”. I feel like having three lines of text present more opportunities for the circle placement/alignments.
  • bolder type
  • alignments
  • less tracked
  • fix circle
  • taper to emphasize M
  • patterns
  • “Candidate city”
  • sizes

I have decided to go with this design as my final logo. I originally wanted to put the logo in the zero for the 2032 but I felt that it was too bold and Minneapolis was an afterthought typographically. I believe in this design is more balanced and simple to read and look at. I think the choice to kern the n’s (twin cities) so that they touch makes the typeface less boring as well. I’m noticing that in addition to the arches representing grain stalks and the Olympic rings like I originally intended, I also read them as water ripples which makes it even more relevant to the city.


  1. I think it’s because people want to simplify and look professional. Although multicolored logos are fun, I think some businesses want to look more mature and refined.

2. One-color: For a monochromatic design I would probably use orange. The bid logo wants to appeal to an audience that their city is where the Olympics should take place. I think using orange would show that Minneapolis is fun, energetic, and happy. Nothing says summer like orange either! The orange would also have a tie with the arches in my logo because I originally intended for them to look like wheat stalks.

  • Two-color: I would use a blue and orange for a two-color logo. I’ve already stated why I would use orange but a blue would go perfect with it because they’re compliments. Also I think that using blue within the logo would make the arches look like ripples. The city is bisected by the Mississippi River and it’s also known for it’s lakes and parks. The lakes and rivers are very important to the city’s history and to its scenery/tourist attractions.
  • Three-color: Black, orange, and blue would be good for this palette. I think the type needs to be black so there is some form of separation and hierarchy in the logo.
  • Multi-color: I could use the Olympic colors for obvious reasons, but I feel like blue, green, orange, and black would also work in my favor. The green and blue in the logo would represent the lakes and parks. “Minneapolis” would be orange to show energy and fun which would go nicely with the kerned n’s. Then the “2032 Summer Olympics” would be in black.. These color wouldn’t clash either because I would choose a green that could be analogous to the blue and then everything would be complimentary except for the black. The black would actually be more of a gray though because the type I used is so thin. The black, therefore wouldn’t overpower the design.

Sept. 25, 2017

Below I laid out some typefaces to see what they would look like. One image has possible serif typefaces that I’m interested in and the second image is of sans-serif typefaces.

I’m interested in the serifs that have variations in their strokes. I like the thick and thin but I’m wondering if they’ll look the same scaled down. Perhaps using a serif font is too “refined”? I’m not quite sure if it looks Olympic-like.

I really am liking the look of these sans-serif typefaces compared to the serif ones. Now that I think about it, maybe a serif would “distract” from my logo. I’m also thinking that I would like something more geometric to match the circles in my design. Campton, Century Gothic, and Filson Soft have that effect I believe.

I originally liked how my sketches incorporated a pattern between the arches in my design. Trying to work with the patterns made the design too cluttered I think. I prefer either solid colors or solid outlines. In a couple of trials, I tried using the logo within the type. Some of them are interesting but I feel like it has to be really big so the logo can be seen. I also got the idea to replicate that Minneapolis is one of the twin cities. I tried kerning the n’s in Minneapolis and I like how it looks.

I would like my final design to use the twin n’s and the logo as a replacement letter or number.

Sept. 19, 2017


After this critique I’ve realized that I really need to work more on refining my type. I am looking into playing around more with my negative space and the patterns within my circle.

  • 1st one: separate type
  • no wheat head
  • dots? (could be metals)
  • no outer border
  • practice with patterns within
  • 2032!!!!

Sept. 18, 2017

Below are some more refinement sketches for my three logos in marker.

Olympic Bid Three in Marker:

  1. So I took my wheat stalk idea a little further by thickening the lines and adding a pattern within the negative space. I tried to arrange the curves in a way where they read as an “M”. I also added the head of the wheat stalks on the outside to separate the type from each other. I feel like this conveys motion or a sports ball even if people don’t see it as wheat stalks.
  2. One person said they were interested in the lines but couldn’t tell what it was so I tried to make it look like the city skyline as much as possible. The repeated lines are suppose to represent the lights reflecting off of the water. The bodies of water running through the city are major to it’s founding and a big part of the city’s scenery.
  3. A lot of my peers liked the star/flower thing of wheat stalks I had on my 50 sketches. I transformed it because I didn’t like how it was reading. I instead used the stalks to form a diamond shape and put a “star” in the center (north star state). The overall design kind of looks Native American-esque as well. The Sioux were the natives of the city.

Sept. 12, 2017

  • Try abstracting things, don’t go so literal this time
  • north star →star, constellation
  • twin city →mirrored, flipped, compare
  • skyline →colorful, buildings, lines
  • saw mills and and flour mills → wheat or water wheel
  • water is very important to the city → ripples, reflection, swirls, curves, river
  • there’s a lot of arches in the city →arched shapes, circles, rings, geometric

Critique Notes:

  • add the heads to the grain stalks
  • more geometric for strokes in circle
  • people really like the star but I kind of see it as a flower now; reverse to make pointed


  1. I think a strong suit to the ones that people liked is that they’re somewhat abstract and could be read different ways. I think that makes them a little more different than using a straight image
  2. I asked how could I portray the city’s history and founding in a new way.
  3. I have to rework the three that people like.
  4. I had a hard time finding bid logos for Minneapolis.
  5. The Olympic bid logos are what gets people interested in finding a host city. I’m not sure how this applies.
  6. I need to figure out how I will incorporate my type.
  7. I want to make sure my logo isn’t to “mechanic” I want it to look friendly.
  8. For simplicity purposes, I don’t think think an illustrative type would pair well with my logo.
  9. I’m considering replacing some letters with my logo. Especially the round one, it could be the 0 in 2020
  10. I’m think a curved typeface would work pair nicely. I might have manipulate a typeface to get that effect.
  11. I’m going to look through my designs again and see how I can incorporate the wheat as simply as I can. In some cases, maybe some are too simple?
  12. I’m shooting for something geometric to represent the Olympic rings and the arches throughout the city.
  13. I should make use of golden ratios for my curves.
  14. My negative space could be way stronger.
  15. I’m trying to incorporate more wittiness within my designs. It’s something I have to practice more throughout my thought process.
  16. I’m thinking of using colors that reflect on the water when the city is lit up at night.
  17. I have to make sure the color don’t clash
  18. I want it to look refined and mature as opposed to too childish.
  19. I’m not quite sure how I would incorporate this.
  20. I feel like some of my logos would look really good in black and white as opposed to color.
  21. I really needed the feedback from my peers. They aren’t understanding that it’s Minneapolis and need to find a way to show them that. Seeing the comments from the professor also helped to show me that I need to think about geometry a bit more.
  22. I have to consider how this will read to everyone in the world. Not everyone knows what Minneapolis is like which is why I tried to be a little more ambiguous. That may read or maybe it doesn’t.
  23. I tried to use simple strokes so that if it were to be digital, it wouldn’t be that hard to do. I image the the strokes appearing one at a time to form the logos.

Olympic bid logo board and research:

Minneapolis, Minnesota-Summer


Top 11 Tourist Attractions

State Symbols

State bird: Common loon
State flower: Pink and White Lady Slipper
State flag

Nickname:The North Star State

Historical landmarks

Stone arch bridge http://stonearchbridge.com/

Stone arch bridge
Minnehaha falls
Sioux Natives
St. Anthony Falls (power for sawmills and flour mills)
Fort Snelling

Sept. 07, 2017

Whitney Response:

  1. When I first looked at the new identity system for the Whitney Museum, I was intrigued. I don’t think I’ve ever seen a museum logo so clean or modern. I also like the fact that the “W” zigzag is responsive. I think the zigzag is a clever and simple motif that is able to work for both their physical products and on the web or in video. It’s very to-the-point and I can see the “W” zigzag as meaning many things.
  2. My definition of responsive design is design that can work in both the physical world and digital world. Designing an identity system that is responsive can be very beneficial to whoever the system is for. The client can use the system on paper or physical products and then the logo can transform once someone opens up their website or views an accompanying video. That in itself makes responsive design at big pro. On the other hand, making sure the design is just as dynamic in the physical world as it would be in the digital one is tricky. I think the design has to be thought out very well if it is to be responsive. I don’t think you want the design on the screen to “overshadow” the physical application of the design. After all, you will be seeing the logo more on tangible objects and if it’s dull to an audience they will not give a second glance.
  3. I honestly don’t think this design is boring. I really like it for it’s simplicity and I love the fact that it’s open-ended because it works in the museum’s favor. I think much like the art inside the museum itself that the branding system is open to interpretation and that isn’t necessarily a bad thing. The zigzag could stand for Whitney, it could stand for the path of art history itself. I believe that when an audience can draw many meanings from it, that is successful because people have to talk about or find out more about it.

Possible Museums for logo:

Voodoo Museum

International Spy Museum

Circus World

The Museum

Museum of Weird

Types of logos:


  • freestanding acronym, company name or product name
  • designed to covey a brand attribute or positioning
  • combine a legible word(s) with custom typography
  • integrate abstract or pictorial elements


  • one or more characters
  • mnemonic device: aids in information retention
  • distinctive graphic focal pint
  • unique, proprietary design
  • infused with personality and meaning


  • feature a shape related to organization’s name
  • no isolated elements
  • great for: packaging, signage, uniforms
  • not great for: smaller applications, mobile devices

Abstract Marks

  • visual form to convey big idea/brand attribute
  • strategically ambiguous
  • large companies with numerous and unrelated divisions
  • service-based and technology

Pictorial Marks

  • literal, recognizable image
  • alludes to name of company, mission, brand attitude
  • simplify, simplify
  • play with light/shadow, balance positive/negative space

Dynamic marks

  • break the conventional models for logo designs
  • capture and hold the attention of new generation
  • most commonly used in educational institutions, museums and digital appliances


  • stars of ad campaigns
  • long-standing cultural icons that develop relationships over time

Stand Together Process (Project 1)

Sept. 07 2017

Sept. 05, 2017

Final solutions:

Image- I drew out the recycling heart and used the pencil tool in Illustrator to draw it out. I ended up using a line pattern on the back of the arrows to give the image some dimension. I originally planned for it to be a just a flat red color and I’m glad I decided to use the pattern on it.

Type- I actually ended up keeping the same words and instead changed respect into repeat so it would correspond to the image. I just simply highlighted the letters in each word to spell out love. I tried to make sure they weren’t too close to each others so the viewer would have to read/scan through the whole design to read the message. Type +image- I struggled with this design a bit. I originally planned to have the type wrap around like the arrows in the image design but I struggled to make it look right. I instead traced the image design and “flattened” the arrows so the type would fit inside without looking distorted. I also omitted the word repeat because I felt that was implied by looking at the recycling heart.

Reflection on articles:

  1. I think everyone is guilty of looking up ideas or other designs for inspiration. I have done it and I think the challenge lies in trying to make it your own. Sure you could look up something and change a few things but the fact that it’s almost an exact copy is problematic. I think using an idea and transforming or altering it to mean something else is much more beneficial to a designer than just strictly copying. There’s nothing wrong with looking up things for inspiration but I feel as if you should only be using the bits and pieces that work and transforming them to work for you as well.
  2. I don’t think anyone has ever stolen from me but it’s very common for me and another peer to have the same ideas. I don’t necessarily get mad at them for having the same ideas as me because we can both create something different based on the same idea. How I perceive or try to show things is different than how other people see or show.
  3. I think no matter what you do, your work is always based off of the work of someone else. Again there’s nothing wrong with that. I feel like the more research you do on something, the more likely you will “copy” from someone. Copying isn’t bad as long as you are able to “borrow” the things that are working and make them your own.


I believe that my image logo is the strongest. I feel like it says a lot with very simple means and that’s something I was aiming for. I like that it is clean and to-the-point. I just hope everyone is able to see the image as a heart and understand that it’s related to the social environment and not the physical environment. Depending on how my peers react to it, I could consider “sharpening” the bottom arrow so it looks more like a heart.

Sept. 04, 2017

Sept. 01, 2017

Aug. 30, 2017

Aug. 31, 2017

General critique:

  • watch spacing within square (some of the image logos are too horizontal)
  • if going with light bulb idea, change colors and make filament more apparent (yellow, white, and red were suggested;make it fun)
  • 3rd type design is interesting with the color and spacing
  1. What I heard

I received general comments about spacing within my 2x2 square. I have to make sure that nothing looks too horizontal or vertical. I should also consider how the negative space will affect or improve some designs. For example, it was suggested that my light bulb idea could benefit from separating the glass bulb from the bottom part. The class even suggested some colors I could use to make it fun. They suggested a yellow bulb and a red filament. I also received some compliments about how the color and space in my 3rd type design are working.

2. What I think

I like that my peers had suggestions for my light bulb idea but I am very drawn to my 3rd type design and my image of the recycling heart. I think these two concepts will be very strong together.

3. What I am going to do

I think my plan of action is to work with the wording of my type design and then go from there. I definitely will be using black and red on my designs. I may use some white but I’m not quite sure yet. I will be changing my words in my type design to be listen, improve, and repeat so it will relate to my image and my image/type design. My type design will still highlight love within the words. My type and image design will use my text as arrows. My image will simply be the recycling heart. I plan to make the arrows on the recycling heart more refined and not just brush strokes.


I have to decide whether I want to hand write my type or try using a typeface. It may be easier to just write it out but I wonder if there is a way to mend the type without distorting it too horribly. I plan to do more sketches and digital layouts before the final three designs.

Aug. 28, 2017

I feel like I’ll be using love for my theme of logos. My plan is to show that love will always triumph over hate.


Theme- love

Antonyms: hate, animotsity, dislike, indifference, ill will, enmity, misery, unhappiness, loathing, disrespect

Synonyms: affection, friendship, respect, cherishing, regard, involvement, delight

Animosity → beast; love can tame the beast?

Fangs, monster, claws, teeth, wolf; whip, calm, nurture, care, flower, plant

Unhappy →hate will always make you a miserable person; love can cure it

Tears, frowns; medicine, thermometer, band-aid

Respect →love is respect; hate is disrespect

Salute, hug, hand up, handshake, bow; not listening, ear, blind eye

Idioms: love is blind, tough love, a labor of love

Love is blind →heart, eye, sunglasses

Tough love →love “beating up” hate? muscles

Labor of love →working, tools, groups of people, hands

Quotes: “Every human longs for peace and love.” — Hiawatha

Peace sign symbol or peace sign with fingers

“When the power of love overcomes the love of power there will be peace.” — Sri Chinmoy

Energy, light bulb, boot, uprising

“The way of peace is that way of love. Love is the greatest power on earth. It conquers all things.” — Peace Pilgrim

Road, equation, planet, kicking, overthrowing, royalty, crown