Julian Price: Process Documentation

Corporate Identity, Fall 2017

Table Of Contents

Project 6: Restaurant Identity System

Project 5: Museum Identity System

Project 4: Resturaunt

Project 3: Museum Logo

Project 2: Olympic Bid Logo

Project 1: We Stand Together

Jump to bottom

Restaurant Identity System:

Museum Identity System:




Revised folder, letterhead, envelope, and business card.


Restaurant Process:







Name ideas for Lumberjack Froyo concept: Yeti’s Beard, Snowman’s Hatchet, Frozen Sawdust, Frosty Saw, Avalanche

Taglines: cool it, chill out, you’re gonna need a thicker coat, your one-stop chop, axe us about our yogurt, freeze your axe off, Got Bacon?, not your average soft-serve, Stumped? Don’t be.

Frosty Hatchet: Soft-serve for hardy folks.


Goth Bakery or Lumberjack Froyo

Museum Logo Process:





Writing a Tag Line

• What does the company want to say to their audience?

The Mütter Museum wants to educate the public about biology, anatomy, disease, and historical aspects of medicine. This may inspire some to pursue a career in medicine, biology, or even forensics.

• What value does the company bring to their audience?

The Mütter Museum showcases an extensive collection of medical specimens, surgical tools, photographs, and illustrations.

• What benefits do they offer above the competitors? How are they different from the others in their field?

They possess many unique exhibits that showcase disease and mutation in the human body; conditions that are uncommon and abnormal. It differs from exhibits like “Bodies” in that it focuses on atypical human forms, rather than ones considered to be normal and healthy. It is also a permanent exhibition; you don’t have to wait for it to travel near you (as is the case with Bodies).



Revised logos:

Critique: Subject matter of the museum is unclear. Focus on skull motif, as this is what the museum is most known for.

Thoughts: I agree that the theme of the museum is a bit unclear; I disagree that skulls are the main attraction of the museum — they are just the most plentiful.

Plans: Focus on fused skulls (two connected) and deformed skulls (such as the M-shaped one.


Museum Thumbnail Sketches:

Olympic Bid Logo Process



Final B&W logo:

20 Color Trials:

What additional tweaking/editing/revisions you could apply to your Olympic logo to elevate craft and/or communication of the intended concept/message?

I could incorporate a basic blue-to-white gradient to reinforce the idea of soft snow and cold weather. Alternatively, I could go for a metallic golden gradient to reference the olympic medals.

How can you avoid revisions/additions that may unintentionally become decoration, a passé trend, or compromise readability?

Avoid unnecessary ornamentation and stick to the underlying concept behind the design. Keep things simple. Additions should enhance — not distract from — the message of the design.


Revisions & Color studies:


Critique: The igloo isn’t being read as such; reverse the black and white in order to make it appear to be more like snow. The lines in the pattern are distracting. The year is missing.

I agree with the critique. I also feel that using the igloo as letter substitution is unnecessary; I can still have the igloo resemble an A without placing it within the word “Anchorage” itself.

I plan to experiment with scale, positive & negative space, font weight, and clean up the pattern inside of the igloo. I will incorporate the year, 2030.


  1. According to the article, 81% of logos are one or two colors max. Why?

Logos with minimal colors are economical in that they are visually simplistic, easy to reproduce, and require less materials to print. They also rely on form instead of color, making them stronger compositions overall.

2. Other than simply applying the Olympic ring color palette, what color combinations can support visual aesthetics and deepen your Olympic Bid Logo concept, especially in regard to your city? Please create a one-color, two-color, three-color and full color palette with a rationale for each.

Light blue is typically used to communicate snow, ice, and cold weather. It would accurately depict Anchorage’s climate, as well as the season the olympics would be held in, winter.

Blue and gold are the colors of the Alaskan flag. They are also complimentary colors that contrast with one another nicely.

Adding white to the blue and gold would pay homage to the flag of Anchorage itself, while reinforcing the idea of snow.

24 variations:


Critique: Showing activities like hunting, dog sledding, and fishing may confuse people into assuming that these activities are olympic sports. Focus less on activities and more on abstract symbols, such as an igloo.

I disagree with the notion of spear hunting being misconstrued as an olympic sport, but I concede that it may result in confusion of some sort. I will experiment with the igloo form and incorporate Inuit pattern into the logo.

Revised Sketches:

20 Additional Sketches:


Olympic Thumbnail sketches:

Feedback: Focus less on animals native to Anchorage and more on historical and cultural aspects. Strongest concepts: dog sled racing, totem pole, foxtail with A’s, mountain peaks accompanied by river. Research Inuit art and culture more thoroughly — incorporate this into logos. Do at least 20 more sketches to flesh out ideas.

Plans: As stated in the feedback, I plan to research Inuit art and culture more thoroughly — incorporate this into logos. Do at least 20 more sketches to flesh out ideas.

Whitney Logo Redesign:

  • Initial reaction to reading the first article.

I find the concept of a movable logo to be fascinating; being able to stretch and bend the W at will makes it appear to be more dynamic and fluid. However, I also feel that having a logo that can be reshaped to fit any format is a cop-out (“it can be anything!”) and in some cases, a hindrance. It also creates a sense of ambiguity when it comes to copyright law. If someone creates a logo with a distorted W, even if it is static, would they be infringing on the Whitney Museum? Do they hold the right to every possible variation of W’s in that typeface? I can only imagine what sort of legal nightmare this would cause.

  • What is responsive design? What are the pros and cons of using responsive design?

Responsive design is typically used to describe digital creations (such as websites) that scale to fit a variety of formats so that it is legible and user-friendly to visitors, regardless of what device they use to access that creation. While responsive design is paramount in the modern digital age, it can also be restrictive. One must design for two or more formats simultaneously, a process that requires endless troubleshooting and cause designers to shift towards easier solutions, rather than better solutions.

Is the logo boring? Agree or disagree? Are simple and boring the same?

Museums are places intended to house works of art, not to overshadow them. A museum logo that is colorful or overly complex would compete with the artwork for visual dominance. A thin line is unobtrusive, in this sense — even if it is interacting with the artwork. In my opinion, simple design is only boring if it lacks a concept or justifiable purpose. I don’t consider the logo to be boring from an artistic standpoint, even if I personally dislike it.

Stand Together Process


Final Logo:

Your Logo is Copied / Unlucky Designers:

  • Reflect on a time when you copied an idea — what did you learn from that experience? Would you do it again? Was there a way to solve the problem without copying?

When I was a kid, I would often digitally trace over other people’s work in an effort to learn how to draw through muscle memory. This didn’t work, clearly, and I learned that I could not improve on something so long as I was using a guide — I had to learn through trial and error on my own. I have learned, instead, to study pieces I admire and determine why I find them to be successful. Is it the composition? The color scheme? The light? The quality of line? I consider these things and keep them in the back of my mind when I produce my own work.

  • Were you ever the one that was stolen or ‘copied’ from? What was your reaction to that? How did you deal with it?

Not to my knowledge, thankfully. I did have someone ask for permission to turn a photograph I took into a pastel drawing. I found that to be very flattering.

  • Is anything original anymore?

Nihil sub sole novum — there is nothing new under the sun. Human beings have existed for thousands of years and there are billions of us on this planet currently. I believe that, at this point in time, all artwork is derivative in one form or another. All we can do, as artists and designers, is to make the best of the resources we have and try our best to produce original content — to stay away from things that are overused and avoid cliche.


Feedback: The face silhouettes are too small to be read as such; the flower-in-globe design evokes messages of “save the environment” rather than the diversity among human beings. The text-only design is the strongest, conceptually, by showcasing variation within the word “human” itself.

Plans: Focus on the text-only logo and turn it into an animated .gif that showcases various, shifting typefaces to underscore the concept of diversity.

Logo revisions:


Critique Feedback: Turn the shapes of the continents on the globe into silhouettes of faces. Incorporate elements of humanity (heads, arms, etc.) into the typography of the word “Human.”

Thoughts on Feedback: I agree, I need to incorporate elements of humanity within my images and type; at the moment my symbols are a bit too vague. Introducing body parts and shapes of people into my designs will clarify my message about the diversity among human beings, not just nature in general.

Revision Plans Based on Feedback: I will incorporate human elements into my type by illustrating the letters by hand. I will also replace the vague shapes I put on the globe flower pot with profiles of faces; I will also utilize tones and varying levels of opacity to reference a variety of skin tones.


Chosen Theme: Diversity

Synonyms: Medley, Assortment, Variety, Vibrance, Mosaic, Mixture, Distinction, Uniqueness, Colorful, Unique, Multifaceted, Well-rounded,

Antonyms: Sameness, Uniformity, Dull, Assimilation, Monotony, Identical, Symmetrical, Carbon copy

Idioms: Variety is the spice of life, melting pot, mixed bag


o “We are all different, which is great because we are all unique. Without diversity, life would be very boring.” -CATHERINE PULSIFER

o “The real death of America will come when everyone is alike.” -JAMES T. ELLISON

o “We have become not a melting pot but a beautiful mosaic. Different people, different beliefs, different yearnings, different hopes, different dreams.” -JIMMY CARTER

Further reflection/Ideas/Brainstorming: Asymmetrical in nature, composed of smaller parts which vary in shape and scale. These parts form a larger image, much like a puzzle or mosaic. Images to keep in mind: baskets, pots, bags, spice bottles, and similar containers.

Categories: Containers, assortment

Containers: Potion bottle, wine bottle, basket, pot, pan, bag, bin, pocket, bowl, snow globe, orb, box, treasure chest, bucket, mug, cup, can, blender, bubble gum machine, gatchapon machine

Assortment: Mosaic, paint, buttons, cookies, charms, stickers, candy, flowers, fruits, plants, leaves, marbles, puzzle pieces, shapes, spices, rocks, gemstones, precious metals