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THE ESTEEM GALLERY BRANDING
ABOUT
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INSPIRATION
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PRELIMINARY SKETCHES
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REFINING
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LOGO DEVELOPMENT
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FINAL LOGO
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APPLICATIONS
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ABOUT THE ESTEEM GALLERY
The Esteem Gallery is a new enterprise opening up on Newbury Street in Boston’s historic Back Bay area. The gallery will be non-profit organization created with the mission of offering homeless and other non-traditional artists an opportunity to create and sell their art-work for their benefit. The gallery is looking for a logo that will help to communicate their mission. Along with the logo, they would like to see a few applications, including a stationary set and any others that are relevant to the brand.
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INSPIRATION
ACCEPTING
NEW HORIZONS
SOLID
FRESH
CHANCE
NOT CLICHÉ
INNOVATIVE
SPARE CHANGE
RAW
TRUSTWORTHY
NEW
HONEST
UNIQUE
CONNECTING
SAFE
POSITIVE
GRAFFITI
SELF-MADE
OPPORTUNITY
UNCONVENTIONAL
DIY
HOME
STREET ART
DIFFERENT
SENSE OF PLACE
STATIC
COMMUNITY
ROOTS
CARDBOARD SIGNS
GROWTH
SOPHISTICATED
STURDY
NOT CHARITY
WELCOMING
STABILITY
UPLIFTING
DESCRIPTIVE WORDS I created a list of words that came to my mind when I thought of the gallery and their mission. From my list, I selected words that I felt embodied the company as a whole. They mostly revolved around the idea of “sense of place,” for both the artists and their artwork. I also felt that the unconventional feel was also very important to the brand.
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MOOD BOARD In my mood board I explored the idea of the brand as a whole. I included logos of different competitors in both the art and charity worlds. This helped me know what to stay away from and what to use when creating my logo. I also included some potential people that Esteem might feature as artists. The images of Newbury Street helped me get a feel of the location and gave me ideas of ways I can connect the gallery’s logo to it.
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PRELIMINARY SKETCHES
This idea feels too literal and reminds me too much of a charity
House shape fits concept, but is not working in type
Shapes are too abstract, could be any company
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Type within a shape relates to stability and sense of place
This idea brings in the unconventional feel and incorporates it with the sense of place concept
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I liked the looseness of these sketches and decided to this idea in another medium.
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I began to experiment with ink to get more of an unconventional feel. I explored both typographic and symbolic logos. I decided that creating a hand lettered logo might not be the best direction. However, using it allowed me to think outside the box.
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I chose to further explore the highlighted ideas. I liked the idea of using an artistic medium to resemble the art that might be in the gallery, and to capture the unique feel. I also liked the ideas of using a house or a location symbol for sense of place.
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All of these logos have a feeling of freedom and creativity because of the use of the loose medium. The shapes and type on the inside creates stability. The two compliment each other nicely. I felt that the logo with the house inside was the strongest. In critique people were also drawn to the version with the house shape in the center. However, it did not seem to match the artists well. It was recommended that I bring in the medium later.
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After critique, I chose to refine the highlighted logo. I liked that this one was asymmetrical yet stable at the same time. I decided to execute it digitally in order to keep it clean because the jagged lines are enough to make the logo unique. I liked this concept because it used the double “E� letter form from the word itself. These e’s represent the joining of different communities, coming together into one home. A sense of place for them and their art. The uneven bottom pieces represent people coming from different backgrounds, and also give an unconventional feel.
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REFINEMENTS
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I started by exploring the details of this concept a little more. I wanted to figure out the measurements of the logo by hand before putting it on the computer. I explored the interaction between the lines including their spacing and their interactions.
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I started by creating a loose computer sketch in order to get the basic shape of the logo. I then used this sketch to create a more accurate grid system. I wanted the lines the be evenly spaced so that stays balanced
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S E
T
E E
M
I played with different line weights and styles. I also tried using different lengths for the lines. I decided to go with the rounded lines because it felt modern and inviting. I kept them thin so they did not seem too harsh.
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After experimenting, I came to this logo mark. Even though It illustrates the concept, I felt like it could be stronger. I wanted to find a way to better connect it gallery’s location on Newbury Street, so I went back and played with it some more.
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I decided to change the rounded lines to be flat and thick. I wanted to give the logo a more sturdy feel, like a home.
I then began to move the lines so that the angles aligned diagonally to the center, as opposed to horizontally.
I felt that the sturdier flat lines were working, so I began to play with weights and lengths. I decided to go with the last one because it had a good balance between all of these elements.
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LOGO DEVELOPMENT
Stacked type interacts nicely with the logo
ESTEEM GALLE RY
Condensed type looks weird next to the logo
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ESTEEM GALLERY
I Started to bring in type to see how it would interact with the new style of the logo. I wanted it to have the same sturdy feel that the house shape does. I tried many different typefaces with multiple layouts and finally narrowed my choices down to Futura Medium and Gotham Medium.
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FUTURA MEDIUM ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz 0123456789
Futura has a modern feel, yet also seems very stable. The openness of the letters seem friendly, and the sharp points and the thick lines relate to the logo well.
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GOTHAM MEDIUM ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 0123456789
Gotham has a very grounded feel. I enjoy that the letters are wider making the typeface feel open and modern.
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ESTEEM GALLERY
ESTEEM
THE ESTEEM GALLERY
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ESTEEM
THE ESTEEM GALLERY
ESTEEM ESTEEM GALLERY
ESTEEM G A L L E R Y
I decided to use Futura Medium because I felt that its architecture fit best with the logo. The sharp points in the letters matched the points in the logo. A softer typeface would look out of place. Even though Futura has these sharp areas, they are complimented with rounded features. The contrast of the two brings both the stability and the friendliness that the gallery needs. After choosing Futura, I created some variations. I selected to use the highlighted logo because it the stacked type helped emphasis stability. The upward motion also fit well with the pointed shape of the mark.
ESTEEM 39
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The Esteem Gallery is in a Boston, and demands some “street cred” to make it match the subject. However, the color must also be welcoming and strong. After looking over my options, I decided on the burnt orange color. I felt that it was stable yet inviting. Since it is not a straight red or orange, it gives off an unconventional vibe, just as the art might. It is also similar to the color of the buildings on Newbury street, strengthening the concept of “sense of place.”
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FINAL LOGO
THE ESTEEM GALLERY
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THE ESTEEM GALLERY
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The logo can be used without text in areas within the gallery or situations where the text is not vital. It can also be used for “statement� purposes on certain applications.
The full name logo is to use for public viewing. Situations such as fliers and business cards call for this.
This logo can be used within the gallery because people inside do not need all of the information.
This can be used as an alternative for the full text logo when needed.
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APPLICATIONS
STATIONERY SUITE
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ARTIST’S SMOCK
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GALLERY SHIRT
FRONT
BACK
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GALLERY POSTER AND SIGN
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