Project Overview

Learning Objectives

• Become fluent with vector graphics fundamentals in Adobe Illustrator through iterative practice
• Apply iterative design methodology to systematic identity development
• Gain understanding of semiotics in logo design through analysis of symbols, signs, and meaning-making
• Develop systematic approach to visual problem-solving using structured ideation and refinement processes

Naming Requirements

• 3-6 character combination of letters and/or numbers and/or punctuation
• Original creation (cannot be an existing company/brand)
• It cannot be yourself or your name! - 
  this project requires thinking about creating identity for an “other"
• Consider: Is it an abbreviation? What does your organization/brand do? Who is the audience?

• Z2Z: a platform for connecting zebra owners with party rentals
• 89/09: a new art gallery focusing on film and video work by net artists of the early 2000s
• MokAIA: a brand identity for up-and-coming street style photographer from Jakarta
• PR.FRM: an accessories line for the “performative woke male”
  

• Example Focus: Sustainable technology for urban farming
• Audience: Environmentally conscious millennials and Gen Z
• Values: Innovation, sustainability, community
• Tone: Modern, approachable, optimistic

• Example Focus: Contemporary arts space for emerging artists
• Audience: Artists, cultural enthusiasts, creative professionals
• Values: Creativity, inclusivity, experimentation
• Tone: Bold, sophisticated, inspiring

• Example Focus: Independent musician or band identity
• Audience: Music fans, venue bookers, streaming platform users
• Values: Authenticity, creativity, artistic expression
• Tone: Genre-appropriate, memorable, distinctive

• Example Focus: Sustainable streetwear or boutique clothing line
• Audience: Fashion-conscious consumers, ethical shoppers
• Values: Style, quality, social responsibility
• Tone: Contemporary, aspirational, authentic

Ideation Requirements

• 5 concepts drawn by hand (pen or pencil on paper, NOT stylus on tablet!)
• 5 word marks (purely typographic solutions)
• 5 graphic marks (purely symbolic/iconic solutions)
• 5 combined marks (integrated typography and graphic elements)

Technical Specifications

• One logo per 8½ × 11" (letter) dimensions page
• Use multiple artboards in a single Illustrator file
• Hand-drawn concepts must be drawn by hand with a pen or pencil on paper - NOT with a digital stylus - this is to develop the hand-eye-brain connection in a way that develops visual intution using a non-reversible drawing medium. Your hand drawn sketches do not have to be perfect, they are sketches! The objective is to communicate the early stage of a graphic idea.
• The other 15 final concepts must be created as vector graphics in Illustrator (not Procreate, Photoshop, Canva, or any other tool)

Presentation Format

• Export artboards from Illustrator as individual PNG files
• Upload to your file that you’ve duplicated of the Figma presentation template, for all-class group critique
• Organize in grid layout for easy comparison

Refinement Process

• May now introduce color, using principles from the Color lecture and/or Albers readings
• Explore variations in weight, proportion, spacing, and treatment
• Test readability at multiple sizes (must include a small version, roughly 2x2” or 200x200 pixels, in lower left corner of each iteration)
• All work must be completed in Adobe Illustrator using vector graphics

Decision Documentation

• Why you selected these 3 directions from Phase 1
• What specific changes you made between iterations
• How you applied feedback from critique

Technical Requirements

• Do your work in Illustrator in a single, multi-artboard Illustrator file, not multiple Illustrator files
• Export individual PNG files for Figma upload to the Draft 2 page of the presentation template
• Small version (postage stamp size ~2"×2") in lower left of each artboard
• Come to class with your Illustrator file open for 1-on-1 critiques with professor so we can work through any technical questions/issues you might have

Graphic Tightening Process

• Line weight consistency and hierarchy
• Spacing relationships between elements
• Color value and contrast optimization
• Proportion fine-tuning for better balance
• Legibility at multiple sizes and applications

Final Presentation Requirements

• One final logo with comprehensive presentation
• Large version on the large artboard in the lower right, and small version on adjacent 200x200px artboard
• Process documentation showing evolution from Draft 2 through graphic tightening - show us as much of your process as you feel is necessary to see your design and decision making process 
• Clear articulation of final technical and conceptual decisions

Draft 1 (30% of project grade)

• Ideation Breadth (40%): 20+ concepts meeting minimum requirements of 5 in each category
• Conceptual Exploration (40%): Range of approaches, creative risk-taking
• Technical Execution (20%): Clean vector graphics, proper file organization

Draft 2 (30% of project grade)

• Systematic Development (40%): Thoughtful iteration on selected directions
• Decision Documentation (25%): Clear rationale in annotations
• Technical Refinement (25%): Improved craft, appropriate use of color
• Feedback Integration (10%): Evidence of incorporating critique responses

Final Presentation (40% of project grade)

• Conceptual Strength (30%): Logo effectiveness for brand and audience
• Visual Execution (35%): Professional-quality craft and graphic tightening
• Process Integration (35%): Clear evolution from ideation through final refinement