Alisa Lockett
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DAAPWorks Branding
Objective: To work within a team to brand DAAPWorks the Senior Communication Design Showcase.
Client: The University of Cincinnati’s school of Design, Art, Architecture and Planning.
Deliverables: An identity design solution and corresponding identity style guide.
Collaborators: Madison Hochman, Sarah Stevens, Grace Rotman, Claire Minton, Lainey Devol
Moodboard
Our title ‘In Search Of’ was derived from our journeys of finding ourselves in college. Concept one was inspired by how different all of our journeys were. We started with a neutral palette then through had these electric transformations represented via distortion, color, warped perspective, and unique shapes.
The themes of concept two were curiosity, empowerment, creating, and forming community. Our concept like a song. When we collaborated we were in harmony but still had distinct voices. Those voices could be evoked using visual harmony, sound waves, color,and perspective.
Concept three’s themes were curiosity, empowerment, creating, and forming community. When you begin to search you, open a door to new discoveries. In this iteration cutouts can be used to reveal complex patterns or textures. We could push type to be more experimental on the bottom and more minimal on top. This layered method is a lot like our capstones in how they can be narrowed down to a simple goal but our work brings out its complexity. This strategy also engages the user to by making our branding interactive
Iterations
Our system focused on visual balance while still maintaining an element of curiosity. To introduce some variety we remove squares, offset squares by five degrees, and round the corners to evoke search bar imagery. The icons were built to fit within 1 square within the grid. The lilac and orange palette were invitating colors that did not disrupt the readability of the work.
We’re working within a 15x15 grid of outlined white squares on a black background leaving a 1 inch margin on the border. The black and white background created a strong contrast to maintain accessibility.
Final Logo & Icons
By using circles as the icons we created a cohesive system that still had unique traits to fit each theme. Connection had two peaces touching, support was a closed circle holding space for another inside of it, change had a cirle in motion, and delight had united circles. The icons were built to fit within 1 square within the grid.
The primary logo uses Input Sans, in all caps and the grid of a word search with offset squares to introduce variety.
Style Guide
Style Guide
This guide was created to inform other members of the team on how and when to correctly use the logo and icons.This would help maintain consistency across the showcase.
This guide was created to inform other members of the team on how and when to correctly use the logo and icons.This would help maintain consistency across the showcase.