Julie Henthorne: Process Documentation
Corporate Identity, Fall 2017
Restaurant Identity System
12/9/17
any feedback is appreciated
I think my biggest question is if you think I need more color and if the colored lines is enough to improve the all white style guide. I might try adding icon silhouettes within the color backgrounds of the style guide.
shot glasses are in progress ( will be at final not mocked)
I was thinking of using these as the bag and box mockups. I was going to add red to the box.
My file is out of order so i planned on having the single spreads orange and the multiple spreads red, but looking now on medium, I think I should make them all red or maybe each section a different color. Also I plan on moving the logo usage spread placement to give the book better pacing.
quick mock of what the menu will look like. I plan on using different papers. I was thinking just different white paper for each.
front and back of folder
4 coasters in total, different icon for each same logo on other side for all
adding red to envelope to add some color to stationary
12/7/17
What I heard- watch edges on collateral, menu make the paper layer in a way that suggests a slot machine. Add color. Some parts of style guide seem a little messy.
What I think- I think the most distracting part is how white everything is.
What I am going to do- attempt to add more color overall, refine, proofread.
12/5/17
working on collateral- bought materials for shot glasses
coaster- simple, square with logo
still need to create- box and bag
menu
rearranged lettering, so taco is more readable.
pair critique- Positive- they like the overall design, like the collaterals that I will be doing shot glass, coaster, menu, to go bag, to go box.
what I could improve on- add more color and consider paper Consider Durotone.
What I’m going- paper trial, add more color to menu, try more red lines
11/30/17
Critique-
What I heard- Rearrange letters in logo, make the letter head horizontal, make the back of business card, good start on style guide.
What I think- t I need to make minor (first finish) changes, I think changing the letterhead is a good idea, and also a unique element.
What I am going to do- get started on my collateral and make changes to my letterheads and business card.
11/28/17
After Critique
I plan on moving the A one space to the right of where it is now. I adjusted the icons, played with scale. I moved the line above chance, this gives it a rectangle shape similar to a slot machine.
Critique
What I heard- Get rid of the red bar, make the sun icon more even, make the lime a quarter, get rid of the black box.
What I think- I do really like the letter behind the black but I plan on using a black background for the parts of the identity system. I played with the lime as a quarter and it resembles a key-lime pie (to me). I think the position was what was throwing people off so I plan on rotating the lime.
What I am going to do- For the Lime, I think the position was what was throwing people off so I plan on rotating the lime. I will change the color/contrast to fit better without the black background.
11/21/17
Critique- what I heard- make the abstract slot machine your logo
What I think- I like the abstract design on the business card and letterhead, so I agree that I like the design.
What I am going to do- turn that design into my logo and then return to designing the collateral .
Studio Time- Read/Respond: Research existing brand collateral and post at least three examples that are successful in concept, visual aesthetics and execution in your medium process. Be sure to include at least one example of digital collateral (website, app, motion graphic, etc.). Explain why your choices meet the criteria in each area.
I think this wood box is an excellent collateral piece. Automatically it brings curiosity of what is inside of the box. It leads a viewer wanting to know the concept and material that is in each book and pamphlet. I also like the simplicity of the design on the front. It foreshadows he identity of the company that one will see when he/she opens the box.
I think the collateral pieces relates well to the job. Every collateral piece relates to the daily life of a construction, architect company. I also like the simplicity of color yellow and black that also relates well to the company.
3.) Example https://www.behance.net/gallery/50422883/Cutme-Mobile-App
This a prototype. I like the abstract forms of hair and beauty products within the motion graphics and prototype. The collateral for this prototype/ company is very unified with color and design. Also like the pacing of the movement in the motion graphics.
Collateral Ideas
- Poker chip
- Coin
- T-shirt
- Bracelet charms ( the Chile, lime, sun)
- Margarita glass
- Fake tattoo design
- Stickers
- Stamps
- Pens
- Pencils
- Poster
- Pamphlet
- Lanyard
- Bag
- Shot glass
- Drink Coaster
- Notepad
- Motion graphic of a slot machine
- Email invitation
- Flash drive
How:
Number 18 would be a gif of the logo moving
Coaster- I would see if I could go somewhere to order a coaster or I could just use cover stock because I’ve seen a variety of materials used for coasters at restaurants and home drink coasters paper/cork/ cushion
Shot glass- I can research how to print a design on the glass and I can ask my friend Lydia who knows how to etch on glass
A coin-could could be cover stock . I would plan to look up different material as well if I do a coin
Poster- the goal would be to make it a fun poster to get the viewer intrigued about the restaurant casino
Museum Identity System
11/16/17
individual critique and browsed library for the next identity system project.
What I heard- work on craft, back of letterhead, nice collateral patch, and work of the back of business card
What I think- definitely focus on the craft, particularly the folder
What I am going to do- make edits ands polish craft
11/09/17
teacher critique
What I heard- Less detail on business card, add thicker lines to large shapes in general, go to Erie sports store for collateral.
What I think- Work on the letterhead forms. Adjust color and outline on the folder.
What I’m going to do- Make adjustments and edits to all of the identity pieces.
11/03/17
back of letterhead
front of letterhead
stickers
back of folder
inside of folder
front of folder
business card
10/26/17
Read and Respond: Choose one you redesign you think is successful and one you have issue with. Talk about why.
The infinite loop logo is new and improved. The original logo seems average but the new one has personality and energy which is what the company is about.
I don’t think that Famous Dave’s logo improved. They simplified detail and slightly changed the color. However the change doesn’t seem drastic enough. If they want a more simple logo I think they should just create a whole new logo. Also the original one is better with the color scheme and detail but I think they should consider a simplified logo just a different one than what they created. .
I like Graphcore’s identity. I really like the business cards how they all relate to each other but are slightly different in shapes and composition.
Critique-
What I heard like the outline of the skates. Add some of those elements on the envelope. Work on the letterhead design
What I think- Im going to focus on the outline and shapes of the business card and apply it to the letterhead.
What I am going to do- Edit and focus more on the letterhead.
Restaurant Logo
11/14/17
critiques and notes/ suggestions from each student in the class
what I heard- look for different type, add sun, chili pepper, and a lime to the casino slots instead of an app, main course, dessert
what I think- I really want to find a good type from this logo
what I am going to do- Edits and typeface research
11/9/17
Critique 10 variations
What I heard simple is better, the ones without the roulette circle are the best.
What I think agreed, I haven’t decided completely on the typeface yet.
What I am going to do Adjust variation and move forward with the slot machine.
11/7/17
What I heard I need to decide whether I’m going to take a casino or game show approach.
What I Think I want to take the casino approach, with the slot machine
What I am going to do Refine the slot machine logo sketch design and make 10 variations.
11/3/17
What I heard- more research on latino game shows
What I think- I looked up game show logos and wasn’t inspired by any of them, they were all overly cheesy . I want it to be a fun logo but not a bad logo.
What I am going to do- research casino, latino game shows images and information. more sketches before refined day.
10/23/17
Brain Storm Idea- A restaurant of chance.
American Mexican feel
Theme- each dinner table gets to hit a buzzer 3 times to decide what the course meal will be. If all three buzzers land on the same color the whole table wins a free dessert or a free margarita.
Audience- young adults and up
Type of food- Tacos and bar
Namestorming
Taco
Fajitas
Tortilla Sandwich
Burrito
Shell
Margarita
Burrito round(beat around)
Tac_O_chance (take a chance
Game of chance
Buzzer
Jackpot
Match
Win
Prize
Reward
Bonus
Game
Event
Mix or match
Button
Food cyclone
Lottery
Same words in spanish
Taco
Fajitas
Sandwich de tortilla
Burrito
Cáscara
Margarita
Juego de azar
Zumbador
Bote
Partido
Ganar
Premio
Recompensa
Prima
Juego
Evento
Mezclar o combiner
Botón
Ciclón de alimentos
loteria
Names
Juego de tacos/Games of Tacos
El Azar (means chance)
Partido (match)
Taglines
Tac-O-chance (take a chance)
Mex-U-Can
Buzz. Eat. Win.
Buzz. Match. Win
Eat. Play. Win.
Vive Un Poco (live a little)
Eat for Fun
Burrit-around the odds
Good food and a good time
Tac-O-Win
Museum Logo
10/19/17
These are the horizontal and vertical logo of the museum that I turned in today as the final logo design.
10/17/17
In class I originally planned the text on the right. However, I like the text more on the left.
What I heard horizontal looks pretty good, need to work on the vertical form of the logo. Edited the M to much.
What I think I agree to all, I misunderstood what I needed to edit with the M originally.
What I am going to do Edit and perfect for the final Thursday. I will try rounding the M line in the middle.
10/10/17
What I Heard tinker with M. The line underneath the O is unecessary. Favorite color is an orange blue. Class prefers the line of the M be different than the skate but to be the same color as the wheels.
What I Think I originally put the wrong name of the museum in the black and white variations, I wrote Roller Skate Museum when it is actually National Museum of Roller Skating. So I think that may have thrown me off a little bit.
What I am going to do So, I will continue editing the text and take the class suggestions. I will also tinker the M.
Taglines
1. Roll on in
2. Skate on By
3. Let’s Skate
4. We Know Our Skates
5. Don’t Be late to the skate
6. Life of Skates
7. History of Skates
8. It’s Rollin
9. Looking back to roll forward
10. We got the knowledge
10/05/17
What I heard..Top variation is the one on the top right of the first photo.
What I think. I like that logo variation as well. And that I should add emphasis as suggested.
What I am going to do adjust the type, leading, and spacing. Refine and then add color.
What does the company want to say to their audience?
• What value does the company bring to their audience?
• What benefits do they offer above the competitors?
• How are they different from the others in their field?
The company wants to bring enjoyment and more understanding of Roller Skating History. They want to show the recreation, sport, and business side of roller skating. They have the value of knowledge and roller skating artifacts. They are the national roller skating museum, so they are more than an average local roller skating museum or place that has roller skating artifacts. The museum contains the largest collection of historical roller skates, dating to 1819, in the world. They also have films, photography, papers that are historical relating to roller skating. Roller skating is a past time but also people still enjoy it today, therefore, people can personally relate if they have interest in roller skating.
09/28/17 Critique and Work Day
I will be choosing the top logo. Although the logo doesn’t fit that well with the word museum the M with the skate can stand on its own as a logo.
09/21/17 Critique and Work Day
Response to: Another company that expands its branding into it’s products like apple. How is their technique successful in reinforcing brand awareness…or limiting to their customers?
In my mind I compare apple to other large companies. The next big company that comes to mind is Disney. Specifically the Disney parks with the wrist bands.
Like all new products I suspect there were hesitaters of the wristband like the Iphone X screen. However there are advantages to the product such as payment, fastpasses for rides, and I think GPS(for company safety and for when children get lost). Also both companies get more money out of branding these new products. People always want the new Iphone no matter the cost. And it is easier access payment with the wristband which increases revenue.
Products have to have a bigger advantage then a disadvantage for the product to be successful. Like the Iphone X better have better quality everything due to that distracting top design. Also like all new things. Each person has to adjust to the new product before giving an accurate critique. For example, recently hulu changed the format and design of their browser. It looks pretty but initially it is confusing. Will I adjust and like it better? Only time will tell.
Companies have to keep moving forward with technology in order to keep customers interested. That takes risk. That is what the iphone X is doing. They also need it to stand out for it to look new and improved. They will make adjustments and fix minor things for the iphone Xc or whatever the next version is.
Sketches
More sketches for the National Roller Skate Museum
09/14/17
I decided to do a logo for the National Museum of Roller Skating.
Roller Skate national Museum
roller skates, rollerblades, inline skating, roller derby, speed skating, artistic skating, medals trophies, helmets, safety gear, 1819, two-wheel, three-wheel, four-wheel, present, 40’s and 50’s, hockey roller skates.
Olympic Logo
10/17/17
These are the edits from todays critique. I personally don’t like straight red on the torch but, I like it with the red and black gradient as well as just black. I flipped the The abstract fire.
What I heard Looks overall pretty good, try making the torch red and flipping the abstract crab arm.
What I think- The flow of the abstract fire will be better if I flip it.
What I am going to do- I will flip the fire and try turning the ‘T’torch red.
10/10/17
What I heard abstract the fire a little more. On print it is very hard to tell that there is red.
What I think The red shows up better on screen but it shows up very dark on print. I like the fire but will abstract it more and do some slight variations
What I am going to do Make the changes, do color adjustments and maybe try a different paper for the print to bring out the red more. Add more red to the fire.
10/03/17
What I heard.. get rid of the national aquarium triangles, add a crab arm inside the fire instead of numbers. The red and black was their favorite color.
What I think.. I agree that the Baltimore word with the torch is my favorite. I chose the other logo variation because the scale of the numbers was hard to read small but the class solved that issue. I think I’ ll play with the scale slightly to see if the T (torch) looks better slightly higher than all the other letters or to the exact same height.
What I am going to do… I still need to refine due to the last minute logo change. Then make it is as good as I can, add color, and make the logo ready for the final.
What additional tweaking/editing/revisions you could apply to your Olympic logo to elevate craft and/or communication of the intended concept/message? How can you avoid revisions/additions that may unintentionally become decoration, a passé trend, or compromise readability?
Let the gradients or textures have a purpose for the design. Settle textures or gradients can make a piece less flat. Be mindful of what your doing to your logo design. Know what makes the logo design strong whether that is a flat or a design with settle depth and dimension.
I decided to redo my logo. My other logo resembled a nascar logo more than an olympic bid logo. The fire is suppose to read 2032.
09/26/17 Critique and Work day
Reading Response
- According to the article, 81% of logos are one or two colors max. Why? Multicolor usually represents fun, child-like, multi-disciplinary. Many times that does not fit a companies brand. Having monochromatic or two colors allows the logo to have a specific focus and contrast in the piece, such as the logo itself and the background.
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?
Critique
What I heard- I should eliminate the top and bottom line in the middle. It looks to much like the flag with them. Work with Positioning and making custom numbers to fit 2032 with the logo as the 3. I don’t need the olympic rings. The 5 squares give an abstraction of the 5 rings. Search for typefaces for the logo.
What I think- I think I could play more with the type and I think with getting rid of the lines maybe I’l be able to extend the race track lines a little more. I agree with the suggestions.
What I am going to do- I am going to do a couple more variations in addition to adding color. I think I need to perfect the logo design a little more in order for the typeface and color to work at its best.
09/19/17
Refined sketches
09/12/17
- Understand your competition- The majority of competition logos are simple but effective. They have a symbol for their city as the main focus of their logo.
2. Ask the right questions- What are the class favorites? Why? How can I simplify?
3. Stay flexible during the process- Can they eye of the raven be successful in design or just conceptually? Might do more sketches with that particular one.
4. Respect a brand’s heritage- Baltimore is known for its industrial days.
5. Remember: a logo is just one ingredient- logo aside, what makes people coming back to Baltimore? I’d say the crab, national aquarium, and their unique Barnes and Noble set in a old power plant.
6. Choose your typeface carefully- Add industrial personality and if you do they eye of the raven avoid it looking like the sports team. Let the typeface and design imply its about Edgar Allen Poe.
7. Tweak and refine to add personality- Colors: I think red and blue when I think of Baltimore due to the water and buildings. The image in the design will also bring out the Baltimore personality.
8. Consider illustrated, fully-bespoke (custom-made) type- the designs i have chosen show the combination of type and image. I plan on playing with the idea of creating type with part of the image in the type.
9. Explore serendipitous letter combinations- I could do this more in the refining of the sketches also combine the B letterform with the rings.
10. Take ownership of an entire typeface-If the design relates to the aquarium I would consider designing an organic typeface. I intend to create a typeface with train tracks as part of the typeface for the one design.
11. Strip it back to basics- I’ll focus on shapes of the design and take away what is not important for the umbrella logo.
12. Understand shape psychology- I want my logos to be inviting, Ill probably due cool colors and may include a warm color for contrast and to also show excitement.
13. Master grids and structure I plan of refining the type with grid for the train track logo.
14. Employ negative space- For the umbrella logo i will make the negative space more compelling.
15. Make use of wit and humor I’m going to play with the negative space for the crab and umbrella logo.
16. Understand the color wheel I will use split complementary schemes or a triadic scheme. My limit color to a specific part of the logo.
17. Manage color schemes carefully. I don’t want the color to ruin the focus of the logo, but it could also create a cool image when there is a layering of type with the image in refining the logos.
18. Use color to control mood-I want inviting colors and also color that represent Baltimore as mentioned in #7.
19. Research sector-specific color trends I want to avoid well-known colors. Like Yellow and red screams Mcdonald’s.
20. Don’t forget black and white. I think i will play with limit color such as just the year or just the olympic rings.
21. Always get a second opinion (from a professional!) Right now I am debating on my third logo choice because there are some logos that were only a student favorite and ones that were only Brigette’s favorite.
22. Develop the rest of the brand world- I added a tagline just to help bring the personality of Baltimore to my mind while designing the logos. “We’ll see you soon Hon” often they say Hon in Baltimore.
23. Consider how to bring it alive- Color, imagery, an type. I need to refine and consider ideas from the notes during first critique.
Baltimore Olympic Thumbnails. I have decided to refine 32, 34, and 13 sketches.
Edgar Allen Poe, raven, national aquarium, power plant barnes and nobles, know for their crab, stoops, Michael phelps was born there, babe ruth, umbrella factory, train station from Ohio to Baltimore, harbor, industrial
Stand Together Process
8/29/17
Choose Theme: Respect
Synonyms: recognition, dignity, appreciation, consideration, interest, affection, love, regard, accept, courtesy, understanding, relating, value, worty
Antonyms: Disrespect, disgust, disregard, cruelty, hatred, ignoring, rude, mean, degrading, disesteem, deny, intolerant, unaccepting, inconsiderate, unfeeling, selfish
Idioms: R-E-S-P-E-C-T, in respect to, have some respect, show respect Respect is a two way street, Pay Respect, love is respect
Quotes: . “Respect other people’s feelings. It might mean nothing to you, but it could mean everything to them.” ― Roy T. Bennett
Life is too short to waste your time on people who don’t respect, appreciate, and value you. Spend your life with people who make you smile, laugh, and feel loved.”― Roy T. Bennett
“If you want to be respected by others, the great thing is to respect yourself. Only by that, only by self-respect will you compel others to respect you.”― Fyodor Dostoyevsky
“Without feelings of respect, what is there to distinguish men from beasts?”―Confucius
Further Reflection/ Ideas/ Brainstorming: respect humankind, good will to others
2 separate words
Respect: handshake, smile, posture, dog, friends, fist pumps, high five, hug, eye contact, elder and young person, bowing, oneself, meditation, heart
two-way street: arrows, separate roads, split, 2 people, intersection, yin-yang, rope, acrobats, coaching, team player
Final ideas: another way to say two-way street could be give and take. reciprocate, missing piece of the puzzle (respect). Respect yourself in order to respect others.
8/30/17
This is the chart that helped me to form ideas to start sketching my thumbnails. As I sketched the thumbnails new ideas did form that are not on this chart such as the appropriation of the I Love New York logo design to I Love Me.
These are my 18 thumbnail logos. I focused on five different parts of the theme respect. Two rows are based on the importance of respecting yourself, one was based on the phrase that respect is a two way street, another was based on the idea that respect is missing in our society. Another demonstrates the yin and yang about respect and another one similar to that idea is to give respect you receive respect.
8/31/17
What I heard/Critique- The class favorite thumbnails are the yin and yang, the missing piece (type) and the give and receive (type). All three would need to be more refined but show the most potential. For the yin and yang work on the placement of the figures. For the Give and receive try connecting the the words with one line. Consider combining yin and yang and the missing piece.
What I think- I agree for the most part of critique. However, my original thought was that I would have a two-way street thumbnail in the final. I like the concept that respect is a two-way street. I will have to play with positioning of the give and receive (type) to make the phrase work by connecting each word with one line. I have to decide whether the missing piece (type) logo needs the word respect in it. The word ‘respect’ makes that logo look crowded at the way it is at the moment.
What I am going to do- I am going to do adjust the compositions on each design and decide on two colors for each design. I will sketch and edit a bit on the two-way street designs to see if they have more potential then my original sketches. I will focus on the three class favorites.
09/5/17
Response to Your Logo is Copied: From the author’s perspective there is a difference between stealing and copying a design. Stealing is the worse of the two. This is when a design is replicated almost identical and then a designer calling it their own idea and/or making profit from it. Many times there is a slight variation from the original but not to an obvious extent. There is little creativity in stealing a design. Copying, gives opportunity to build or manipulate the original idea. This is using another design as a base, then using one’s own creativity to build off the design. Copying another design can help one to build skill or a new style. Copying a design should have a significant difference in the original design, however one would be able to trace the influence of the copied design.
Reflect on a time when you copied an idea…: For a photo project I had to copy an artist work. I did not replicate a 100% because I wanted it to be my own work. However, I was heavily inspired by the original artist and whenever I show the artwork I have in my artist statement that I was inspired by the other artist.
I would do this again because its a fun way to experiment and learn new skills. There is always the opportunity to use a pastiche or an appropriation.
Experience with having something copied: An old roommate of mine claimed a photo I took of him in the studio was a selfie he took. That upset me because he put it on his Instagram and under his Instagram info it said it was a display of his art portfolio. The only thing he did was crop it. Now, this photo is not famous or anything but it still upset me. I did post a comment and a friend did as well underneath the photo implying that the photo was taken by me.
Response to Unlucky Designers: Coincidence is a thing! I remember the first time I realized that people think very similar and often around similar times was when my friends and I did a parody of show when Iwas younger. At the end of the same week that we filmed the parody, a new episode of SNL did the same thing of the same show. Trends, topics, media can help inspire all of us and many of us have similar ideas.
The trick is to be the first to publish an idea or to get widely known for an idea. If you have a good idea, publish as soon as you are ready to. Always date your work. This will provide proof of when you thought of the idea for the project.
Is anything original anymore? I think yes, originality comes from our natural interpretation of things. I think thats why it is important to not google or research when you are doing thumbnails. Thoughts will want to go back to images we just researched in the past 20 minutes.
Project one final questions:
Here is the three logos I chose for the final.
Which one is your strongest logo? The ‘Give’ logo is my strongest. I like the simplicity of the logo. The upside down E with the infinity symbol on top represents a present. It represents that we should always give.
Weakness for top logo: The word Give has some constraint in the square. Making it slightly smaller will give some breathing room with negative space to make it a stronger piece.
What is a overall weakness you would like to improve on? I think I could work on the composition of ‘the missing piece’. Play with the size and take out the word respect. I love the idea and it works to an extent, but with a little more work on the composition I think it could be a very strong piece.
I created a gif. A student suggested turning the ‘E’ and then letting the infinity/ bow fall down. So that is what I did. I think the E could fall smoother but not bad for my first gif.
I made minor changes to my three logos. I also added the #WeStandTogether to the logos and Gif.
09/07/17
Whitney Logo Redesign Reading
The Whitney Identity: Responding to W(hat)? Reading
Before reading Whitney Logo Design article, I never considered creating a logo design that can be manipulated yet still recognizable. It is cool that the simple design is versatile. I am used to seeing static logos unless it is animated.
In my own words, I would say responsive design allows a viewer to interact with the design and the design changes depending on the interaction, like a responsive website. Adding a responsive design to an identity system makes the logo more unique. Most brand logos are static. The disadvantage would a viewer may like only certain displays of the logo. Also, the flexibility of the logo has to be seen by the viewer in order for it to be successful.
The new Whitney identity has been criticized as boring and duplicitous due its simplistic, open-ended design. Do I agree? No, it is a unique design. Most designs are not this versatile. However, I do like some of the displays of the ‘W’ more than others. Also if I did not see the different varieties of the logo, I think my reaction might be the same as the criticism in article 2 that it seems ambiguous and boring. When a viewer sees multiple forms of this design, I think the design is very successful.
Logo: Turned in the gif to AIGA on Facebook, to the #WeStandTogether submission, and my Instagram.
