IDENTITY
GRAPHIC DESIGN PROJECT
Overview
OBJECTIVE
Establishment & evolution of ideas; understanding & applying design process & following a brief.
BRIEF
Part A
Design three logos, each logo needs to have a different topic to communicate a different message about yourself and your identity. Once the three logos have been completed, critique them. Two logos are eliminated and one logo is used in Part B.
Part B
Taking the chosen logo from Part A and drawing it digitally in Adobe Illustrator. Using this illustration, create relevant stationery items and prepare appropriate files and documents for both clients and printers.
PART A
Development
ILLUSTRATION
PART B
Rationale
CONCEPT
STYLE
The primary concept is “growth.” Growth is enigmatic, involving change that can be challenging, unpredictable, destructive and beautiful. Natural patterns, like seashells and plants, uncover the intrinsic framework of growth.
Grow means undergoing natural development by increasing and changing to become more advanced and developed.
Grow combines organic & geometric shapes, drawing on design principles from four distinct art movements.
Design Elements & Influences
COLOUR
ITERATION
INSIGHTS
The Grow Logo is inspired by fractal growth, which produce self-similar, disordered objects far from equilibrium. This framework of organic growth is reflected in the strong structural and geometrically related elements in the design.
Art Nouveau
This style, features extravagant, flowing lines and often floral motifs. The streamlined curves in the top part of the logo reflect these principles, incorporating the fluid, ornamental aspects of the Art Nouveau style.
Streamline Moderne
Emphasis on clean lines and minimal ornamentation, reflecting the aesthetics of machine-age engineering. This influence is seen in the logo’s clean and streamlined aspects, particularly in its geometric symmetry.
Art Deco
Art Deco design style is characterised by geometric shapes, sharp angles and significant use of negative space. The logo’s geometric precision and structured elements are inspired by the Art Deco design style.
Mid-century Modern (MCM)
MCM design features geometric shapes, clean lines, and a palette of bright hues and earthy tones. Reflected in sharp edges and balanced geometry in the bottom half of the logo, adding a modern touch to the overall design.
Grow logo colours are HKS 62 N &HKS 11 K, selected for their ability to complement the geometric & organic elements.
Together, Green HKS 62 N and Peach HKS 11 K create a balanced and visually appealing colour scheme that underscores the interplay between the organic and geometric aspects of the logo.
HKS 11 K is a vibrant shade that evokes a sense of energy and vitality, reflecting the dynamic and ever-changing nature of growth. It enhances the organic elements by adding warmth and a natural feel, while also providing a striking contrast to the geometric shapes, highlighting their precision and clarity.
Alernative Designs
Two alternative logos that were not chosen, focused heavily on the organic elements, featuring intricate floral motifs inspired by Art Nouveau but lacked the geometric balance.
The logos were eliminated because they did not fully capture the dynamic interplay of organic and geometric elements that represent the core concept, growth.
HKS 62 N is a darker, more subdued shade that grounds the design. It complements the clean lines and sharp angles typical of geometric elements, adding depth and stability. The use of this colour also ties into the MCM aesthetic, which uses earthy tones to create a harmonious and sophisticated look.
The Grow logo represents natural development and transformation.
The Grow Logo effectively combines influences from various art movements to create a design that represents natural development and transformation. The integration of organic and geometric elements, inspired by patterns in nature and historical design styles, results in a logo that embodies the essence of growth—challenging, beautiful and ever-changing
Conclusion
REFLECTION
Creating a logo has been an enlightening journey that significantly deepened my understanding of the creative process.
Experimenting with different styles and concepts, such as Art Nouveau, Art Deco, Mid-century Modern and Streamline Moderne, allowed me to explore a wide range of aesthetic possibilities. Each style brought its own set of principles and challenges, pushing me to think critically about how to merge organic and geometric elements harmoniously.
The Identity project highlighted the importance of iteration and refinement. Initially, my designs leaned heavily towards either organic or geometric style, but they felt incomplete. Blending these styles created a balanced representation of growth, capturing its dynamic and transformative quality.
Identity transformed my perception of logo creation. It’s not merely about crafting a visually appealing image; it’s about encapsulating an idea or essence in a concise, impactful way. Identity reinforced the value of thoughtful design choices and the way that creativity thrives on both exploration and structure.