2 Design Brief 3 Problem Statement 4 Semiotic Research 8 Iterations & Evaluation 14 Final Mark 18 Typography & Color 20 Mark Usage 24 Mark Application 32 Colophon
DESIGN BRIEF
Develop a proposal for a brand to represent your home town.
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PROBLEM STATEMENT Fond du Lac is French for “foot of the lake,“ named as such because of its location at the south end of Lake Winnebago. Fond du Lac needs branding to communicate the city’s natural beauty and long-established, welcoming community, but the current brand does not effectively convey this message.
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SEMIOTIC RESEARCH Semiotic theory is the research tool I used to gather information to represent the cause. Through semantic, syntactic, and pragmatic points of view, I was able to find a reoccuring pattern of ideas that revolved around the cause. Each level provides a way to look at a given design problem, or a given component of a design problem, from a different point of view. Below is an index that describes each point of view. Semantic
How do I understand this thing? What does it mean? Syntactic
What is this thing made of? How is it made? Pragmatic
What does this thing do? How does it work?
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SEMANTIC Characteristic
Country
Hometown
Small
Slow-paced
Cozy
Historic
Revitalized
Icon
Index
Symbol
districts and small settlements outside
countryside backwoods farmland
countryside
the town of one’s birth or early life
country family household
family
operating on a modest scale
modest humble
humble
moving at a slow rate of speed
easy slow leisurely
leisurely
giving a feeling of comfort, warmth
comfortable warm down-home
downhome
of or concerning history; of the past
landmarks old charming
charming
ideas, customs, and social behavior
reinvigorate re-energize fortify
reinvigorate
belonging to community a particular area district or neighborhood native
community
Midsized
of an average size; large and small
sizable medium good-sized
good-sized
Worn
damaged and shabby as a result of
shabby well worn worn out
well worn
Local
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SYNTACTIC
Icon
Index
Symbol
not excessively large, elaborate
plain humble homely
plain
Four-seasoned
each of the four divisions of the year
term phases stage
phases
Natural
existing in or caused by nature
landscape view enviroment
landscape
the land adjacent to a lake
lakeshore lakefront waterfront
lakefront
a large public green area used for
lawn place playground
playground
of ordinary qualities
ordinary normal typical
ordinary
inexpensive; reasonably priced
cheap economical cost-effective
cost-effective
protected from or not exposed to danger or
intact protected secure
secure
habitually done, used, or found
customary established long-estab-
longestablished
providing physical ease and relaxation.
pleasant enjoyable agreeable
agreeable
Characteristic
Modest
Lakeside
Lakeside Park
Common
Affordable
Safe
Traditional
Comfortable
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PRAGMATIC
Icon
Index
Symbol
Boating
travel or go in a boat for pleasure
yacht sailing cruise
cruise
Ice Fishing
fish through holes in the ice on a
bait bob cast
cast
moving or tending to move
energetic agile sporty
sporty
make or become less tense
unwind let up slow down
unwind
Gather
come together; assemble or accumulate.
meet collect get together
together
Sail
travel in a boat with sails
voyage steam navigate
voyage
an instance or manner of greeting
greeting salutation hail
greet
Eat
chew and swallow food
devour ingest savor
savor
Bike
ride a bicycle
pedal cycle
cycle
Live
make one’s home in a particular place
reside settle dwell
settle
Characteristic
Active
Relaxed
Welcome
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ITERATIONS & EVALUATIONS
This mark was inspired by the natural beauty within the City of Fond du Lac, Wisconsin. Fond du Lac is nestled underneath the bottom of Lake Winnebago, making it a four-season playground for outdoors enthusiasts. These ideas are reflected in the intial concepts.
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Mark has potential, but the typography inaccurately portrays the font and the small details might not scale well. Mark does not clearly communicate the City of Fond du Lac and the rendering of letters could be cleaner.
Mark has potential, but the typography inaccurately portrays the font and the small details might not scale well.
Mark inaccurately portrays the font. The illustration uses a cliché and the positioning also limits the scalability.
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Mark inaccurately portrays the font and the small details will not scale well. Composition is difficult to read from afar.
Mark has potential, but the typography inaccurately portrays the font.
Mark inaccurately portrays the font and the small logo limits scalability.
Mark does not clearly communicate the City of Fond du Lac and the rendering of letters could be cleaner. 10
Mark has potential, but the logo placement limits scalability.
Mark inaccurately portrays the font and the small details might not scale well.
Mark utilizes a detailed illustration, which would be hard to read at a small scale.
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ITERATIONS & EVALUATIONS After further evaluation, I pursued this concept based on its pontential of clearly communicating the City of Fond du Lac.
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Mark utilizes an emblem and lighthouse illustration to convey city. The mark’s small details might not scale well, and the composition feels disconnected and unintentional.
Mark has potential, but the typography inaccurately portrays the font and the small details might not scale well.
Mark has potential, but the typography inaccurately portrays the font and the small details might not scale well.
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FINAL MARK
The primary logo is a word mark that utilizes a lighthouse and waves to symbolize Fond du Lac. This is the main logo that will be used across primary brand applications.
3”
.75”
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FINAL MARK
This trademark helps audiences easily identify the social movement. It is essential to the success fo the brand that the logo always be applied with care and respect in every application according to these guidelines.
3”
.75”
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FINAL MARK
If a white background is necessary, the mark should be used just as indicated on the following page. A white background is secondary and only used if necessary (see letterhead example).
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3”
.75”
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TYPOGRAPY
Cocogoose Pro Letterpress HEADING A BCDEF G HIJKL M NOPQR S TUVWX Y Z a bcdef g hijkl m nopqr s tuvwx y z
-=[]\!~#$%^*()_+”:’;?/., Avenir Black BODY ABCD E F G H I J KL M NOP QU R STU VW X YZ abcdefghijklmnopqrstuvwxyz -=[]\!~#$*()_+:;?/.,”’ 1234567890
Typography is a powerful brand tool when used consistently. This set of typefaces best represent the modern feel of the branding and should be used across all print and web applications. The main logo typeface is Cocogoose Pro Letterpress. Avenir Medium is used for body copy. Type may be set in all uppercase to create a hierarchy of information, as in sub-heads, section headings, and product descriptions. Unless in a book format such as this or an annual report, text should be above 11 pt for easy acessibility to all. Large body type is recommended to be in black for easy readability.
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COLOR PALETTE
Color is an integral part of brand identity. Consistent use of the color palette will not only reinforce the cohesiveness of he brand, but color also serves a psychological purpose by communicating a certain feeling to your audience. Our primary colors are navy, blue and white.
CMYK: 93, 72, 50, 49 RGB: 18, 49, 67 HEX: 123143 PMS: 2767 C
CMYK: 79, 39, 21, 1 RGB: 59, 131, 168 HEX: 3b83a8 PMS: 653 C
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CMYK: 0, 0, 0, 0 RGB: 255, 255, 255 HEX: ffffff PMS: 11-0601 TPX
MARK USAGE
A few rules are necessary for maintaing the integrity of the brand. Don’t compromise the overall look of the logo by rotating, skewing, or distorting in any way - that includes adding unnecessary and unattractive text decorations like drop shadows and outlines. Here are a few examples of some ways you should NEVER consider using the logo.
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Don’t rotate the logo.
Don’t squash or stretch.
Don’t place elements in the logo clear space.
Don’t resize any part.
Don’t create compositions
Don’t add unofficial
that aren’t provided.
elements to the logo.
Don’t use off-brand
Don’t use drop shadows
Don’t contain the logo
colors. Reference the
or other text styles.
in a box when used on
Color usage section.
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a background.
SLOGAN ITERATIONS Below are a few slogan iterations for the mark during the brainstorming phase. However, the logo should only be paired with the final slogan, “Foot of the Lake.” The slogan should appear below the mark as pictured. Your Four-Seasoned Playground Foot of the Lake Welcome Home
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MARK APPLICATIONS
Business Letterhead 4.25” x 9.25”
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Monarch Envelope 3.875” x 7.5”
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Postcard 4”x6”
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Stickers 2”
FOOT OF THE LA
FOOT OF THE LAKE
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Folder 9”x12”
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T-Shirt
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Website and App
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Snapchat Filter
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COLOPHON
If ever in doubt, just refer back to this guide. This mark was designed by Abby Meyer for the City of Fond du Lac. This mark should not be used for anything besides marketing, promoting and branding for Fond du Lac. These guidelines ensure the brand is looking its best across all applications. This mark is protected under copyright and should not be used without consent of the City of Fond du Lac or designer.
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