Brief #9 - KEEN York
Live client logo brief
Brief #9 Create a new logo for the York University Students Union brand of international childrens charity KEEN
Andrea Hannah Cooper - OUGD603 Extended Practice 2014
Andrea Hannah Cooper - OUGD603 Extended Practice 2014
Brief, Deliverables, Client & Concept
Brief #9 - KEEN York
Brief -
Background -
Concept -
Create a new logo for the York University Students Union brand of international childrens charity KEEN
KEEN is a multi national, nonprofit volunteerled organization that provides one-to-one recreational opportunities for children and young adults with developmental and physical disabilities at no cost to their families and caregivers. KEEN’s mission is to foster the self-esteem, confidence, skills and talents of its athletes through noncompetitive activities, allowing young people facing even the most significant challenges to meet their individual goals.
I was contacted by KEEN York to produce a logo which combined both the original KEEN logo, which changes depending on the location, and the York University Student Union Volunteering Society logo. The brief they set for me outlined a long list of things they did and did not want and ultimately I did not have much creative freedom with the logo design at all. Therefore, I combined the two but by asking the volunteers to get at least one of the children KEEN works with to draw the logo out for me to use as a starting point.
Deliverables A logo design which KEEN York can use to on t-shirts and other promotional materials
Live client logo brief
York University Student Union have set up a branch of KEEN within their volunteering society and wanted their own identity within the KEEN brand.
Andrea Hannah Cooper - OUGD603 Extended Practice 2014
Contextual Research
Brief #9 - KEEN York
Live client logo brief
Contextual research Researching for this brief was quite difficult as the client had told me exactly what they did and did not want, and that it was based on two existing logos. However, I researched into some other charity brands when I was stuck with how to take this logo design further and that gave me the idea to ask the charity if one of the children could draw it out to use as a starting point.
Andrea Hannah Cooper - OUGD603 Extended Practice 2014
Design Development
Brief #9 - KEEN York
Live client logo brief
Masha’s drawing
Initial design development The brief I was set by the client was to merge the original KEEN logo with the YUSU Volunteering logo. After I convinced them that this was too much, they then decided they simply wanted the KEEN logo recreating in a way that was unique to them but which also fit within the rest of the charity, and they either wanted the word ‘York’ or the words ‘YUSU Volunteering’ adding. After attempting to emulate a child’s handwriting myself, I then asked the charity if they could get one of the children to draw out the logo for
me to base it on. This left me with more of an idea of how to take it as it now had more of a connection with the group seeing as it was based on the drawing of one of the children KEEN works with. I then edited it to be similar to the original KEEN logo. The examples here start with the very beginning of the process (top left) and then Masha’s drawing and how that influenced the logo, finishing on the final full colour logo in the bottom right.
Andrea Hannah Cooper - OUGD603 Extended Practice 2014
Finished Logo in Context
Brief #9 - KEEN York
Live client logo brief
Finished logo After not even being able to make typeface suggestions or pitch other alternatives to the charity as they had decided upon what they wanted, I sent the logo off and they sent it to be printed onto t-shirts and sweatshirts. The logo does fit in with the charity and how the logo looks as if it has been drawn by someone different
depending on the place the charity is based in, and when I was shown it in context here I see why they asked for what they asked for.
Andrea Hannah Cooper - OUGD603 Extended Practice 2014