Naja Process Notebook

Thinking

Inside

the Box

Inside

Thinking

the Box

Inside

Thinking

By Christopher Griego

Inside

The NAJA Identity Project

the Box

Thinking

the Box

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HA’HOL’ZIZ

The Beginning

Picture Marks Research ancient and tribal art and artifacts.

Carefully examine a specific set of symbols from any selected cultural period. Develop a research folio consisting of materials collected from books, journals, drawings, notes, diagrams. Visit collections in galleries and museums. After analyzing the research,

GD 2520A Sign+Symbol Spring Semester 2007/RMCAD

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produce 3 black and white simplified picture marks based on the selected historical period.

The instructor will present and explain 3 evaluation criteria developed by the American Institute of Graphic Arts (AIGA) for symbol signs including: the Semantic dimension, Syntactic dimension, and the Pragmatic dimension. These evaluation criteria will be used for all of the projects produced in this course.

The picture marks should be drafted first by

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hand using tracing and overlay techniques, then prepared for output on the computer.

Center the artwork on 5 inch by 5 inch foam core squares. Ensure each board is identified with name of designer on the back of each board. This project is evaluated using the AIGA evaluation criteria.

Name Marks and Color Identity System

Poster System

Using the 3 picture marks completed in the

Using research, picture marks, name marks,

previous project, develop a contemporary

typography and color studies from the first three

company identity that exemplifies the look and

projects, develop a set of three posters that

feel of the symbols. Create a list of 5 words

amplify the nature and meaning of the company

that exemplify the mission and goals of the

identity. Employ a minimum amount of visual

company. Imagine that the new company has

and typographic information to convey a sense

1 inclusive mark with 2 subdivisions. Combine

of clarity and understanding. Marks produced

names and symbols into a coordinated set of

in previous projects must appear on the posters.

3 picture/name marks first in black and white.

Minimum copy should include: company name,

Then develop a color identity system consisting

company address, toll free phone number, and

of 9 coordinated colors (3 colors per each

web site. The identical color system developed

mark). Mount the 3 completed color symbols

in Project two should be used for the poster

on 5 inch by 5 inch foam core squares. Work

series. Poster format: printed on high quality

in PANTONE color models and devise a grid

11x17 inch laser papers and mounted on

showing all 9 colors in sets of 3 on a black

15x20 inch black foam core rectangles. Clearly

foam core square measuring 8 inches by 8

identify each piece with the name of the

inches. Identify the Pantone numbers on the

designer on the back. Projects are evaluated

display. Use the research gained from the

using the previous criteria: semantics, syntax,

previous project to assist in company identities.

and pragmatism.

For example: Ancient agrarian cultures could give rise to a new high technical farm implement company. This project is evaluated in terms of the pervious criteria: semantics, syntax, and pragmatism. Clearly identify each piece with the name of the designer on the back.

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YEES’GHIN Failures

This is my logo graveyard. After doing extensive

fictionally. Upon further examination of the Navajo

research on the Navajo peoples of the four corners

I came upon some patterns. As I looked closer I

region, I came up with three general impressions.

noticed that these shapes (when reduced in size)

On the facing page are the basics from their

began to look technological! From this point

culture: Cactus, Corn and jewelry. However, these

forward I committed to the creation of a highly

didn’t really feel too interesting seeing as how

technological company.

I was going to be creating the entire company

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I began by using these interesting triangles I found

I did further experimentation with those triangles

all over the place in my reference photos. This

and based the entire wolf’s head on the pattern.

example came out looking like a BMX logo. While

The ears look a bit awkward and the whole shape

it is hip, it just looks a little too punk, and might be

has a lot going on. I needed to simply.

more fitting for a younger demographic.

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I got rid of those pesky ears, and took a look. Still,

I slightly separated the eyes and nose of the wolf,

the shape was too busy and it didn’t communicate

but left the basic “fur” outline the same. To create

that this would be a company with to sub groups.

the aspect of a network I added three squares

I began to think of a way to emphasize that this

above the wolf’s head. What am I even doing? I

company had connections.

needed to simplify, NOT ADD!

MA’IITSOH The Wolf

In the beginning I knew it was important to create

I had previously acknowledged that his would be

somewhat of a mascot for the company. After

a highly technological company but had yet to

deciding on the wolf, I pushed forward to simplify

decide on what it actually focused on. A previous

it and this is the outcome. It a lot of senses, this

shape I had found in my research lead me to

works, but can be so abstract that it may also fail

distinguish it as a sound company. Think Navajo,

miserably. I continued by imagining what other two

think Red Rocks Amphitheater, think acoustic...

sub companies could follow in the wolf’s footsteps.

Think sound!

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This example, just like the first wolf logo, came out

I reduced the number of jagged triangles on the

looking like a BMX logo. This is not simple enough.

bottom of the computer chip and avoided the cross

It needed to come down in detail. I also needed to

by creating a negative shape. While these work as

get rid of that cross in the center because it reminds

graphic illustrations, they are not simple enough to

people too much of religion or health.

become logos.

Someone once suggested that I execute the chip

After several rounds of simplifying, I started to get

looking like one of the many high quality Navajo

closer! I came to this by bringing the syntax into

rugs. I attempted this with no real success. While

the light from my wolf logo. What if I tried using

this could symbolize a rug, it certainly doesn’t help

only squares and triangles made from 45 degree

to convey technology.

angles?

HO’YA

The Intelligence

I eventually simplified the computer chip down to

knew that my other logo must eventually carry the

it’s almost bare essentials. It has a pattern, it looks

syntax of the first two logos by only using squares

somewhat ambiguous but can still function. What’s

and 45 degree angles. The only problem was,

even more peculiar is that the wolf logo is actually

how in the world do I graphically represent sound?

repeated here four times along the outside wall

Has anyone ever successfully done this? I had a

of the chip. What I like most is that, like the wolf

challenge in front of me.

logo, this is an abstract shape. From this point on I

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I understand now, more than ever, that I think way

I also admit that I looked a bit too closely at the

too much inside the box at first. I mean, look at

competition and what other companies had done

the first attempt I make for each of the three logos.

with symbolizing sound. Especially Amp’d Mobile.

They all look too much like surfing equipment or

Even though I used “Navajo” triangles on the

extreme sports apparel.

speakers, they did not communicate much.

I tried a new idea that I might be able to depict

After repeating the same shapes until it reached

sound as a wave other than being “smooth”. I took

several rows and columns out, I took a look at

the same squares and triangles from the previous

what was soon to be my favorite logo of the entire

two logos and experimented.

project. However, I still needed to get rid of those “speakers”.

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YA’HA’DE’TAHI The Equipment

Finally, I reached the end of the logo creations.

alone, but as a whole they mesh and complete one

The speakers, in my opinion, are the best while

another. The next step was to give this company

the wolf is also ideal, but the chip is the problem

a name and to add color to these plain black and

child. However, the purpose is that these logos will

white versions.

relate to each other in a store, or in someone’s entertainment center: They are meant to work together. This is not to say that they can’t stand

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BE’TAH’HAS’GLA The Selection

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After completing the logo creation, the next step

It was later decided that “Naja” looked like it

was to name our company. I came across many

would fit the part. Although the name is a loose

Navajo terms through my research but couldn’t

term about jewelry in the Navajo culture, the

decide upon the final name myself. From the list to

pronunciation and spelling seemed appropriate.

the left, the words are translated (top to bottom):

What’s even more intriguing is that the spelling

Navajo

of NAJA looked somewhat like the spelling or

Name of Navajo spirit

pronunciation of the word Navajo.

Navajo ancestors

The next step was to spice this word up to

Navajo ancestors

appropriately relate to the logos I had already

Tlingit blankets

made.

Navajo name

Horseshoe shaped necklace

Navajo weaved piece

Spiritual Navajo weaved piece

A native flower

Conchas

Navajo belt design

Navajo jewelry design

Navajo name

Navajo name

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BE’TAS’TNI

The Competition

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THLA’A’NAT’ZAH The Change

I began by simply typing the name of the company in the selected typeface: Kabel

From there I adjusted the leading of the letters so that the letters had enough spacing

With the same leading above, I adjusted the “J” to descend below the baseline

Finally, I cropped the top of the “N” and “J” so that they had 45 degree angle corners

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LIZHIN Colors

After doing even more research, I sampled colors

by reflecting sand or dirt. The reds were found in

found in the following images:

jewelry, rugs, blankets and pottery. The blues serve

Landscapes (New Mexico, Arizona,

as yet another compliment to the green as the color

Colorado, Utah)

of the sky, or the darker blue reflected the culture’s

Navajo Architecture

vast collection of Turquoise jewelry.

Navajo Jewelry

Navajo Rugs

Navajo Blankets

Navajo Pottery

Indigenous Animals

& various objects in nature

I eventually narrowed it down to four different hues: Green/yellow, brown, red and blue. I felt the greens were appropriate because in the American Southwest there is a lot of foliage. However, this foliage is not lush and fertile but rather dry and on the verge of dying year round. The browns were selected to compliment the earthy greens

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TAH’AH’KWO’DIH The Finals

I used both the color palette and type to complete

palette so as not to fall dull against pure white.

the logos. The wolf logo, the mascot of the

Overall, I am very pleased with the outcome of

company, comes to life as a German Shepherd.

these logos. It was a very long and hard struggle

The shape is still abstract, but the colors are

that took many hours. There are many versions of

familiar. The computer chip is even more abstract.

the early stages that didn’t make it into this book

I decided that since the red was only found on

because of the fine tuning which is hard to see. I

things created by the Navajo, it seemed fitting that

believe, as a whole that all of these logos work

something created by the company should also be

tremendously well together and could, perhaps,

fitted with that very same color. The shape is now

work in today’s society.

so abstract that it could be confused for a flower on its own. The speakers also came out brilliantly. The blue I used really bounces with the white and black that surround it. I attempted to use alternating colors within this piece, but it became far too noisy and garbled, which is the opposite of what I want this company to reflect: smooth sound.

The use of black in each image was important for syntax purposes. The black also served the function of bringing out the richness of the colors from my

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NE’TSA’CAS Ideas

After finding a professional poster that I felt

interested in the company. The only issue was to

reflected my personality and the nature of this

capture such insane images that make people look

company, I chose to go with a humorous yet

again.

confusing concept. The idea was to show something

These posters needed to be somewhat personal.

that nobody would want to know, yet reflects how

They needed to let people relate so I didn’t want

they feel about their current audio systems. For

anything extraordinary either.

instance, I know that some speakers blow very easily and the result is that everything sounds like a scratched CD. Another example is that some people feel the technology they own to play music is ancient and they need an update. Lastly, some people want to share their music with the world, outside the confines of their car or their living room.

The other aspect that I required myself to focus on was keeping these posters simple. I want people to look at these images and wonder what is really going on. My goal was to attract the viewer to come in closer to read the type and become

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THLA’A’NAT’ZAH The Change

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TAH’AH’KWO’DIH The Finals

After taking photos and scanning objects, I edited

thousand knives”? Not hearing everything clearly?

them so that they reflect my ideal for the concept.

Feeling like you’re missing out on something

The CD is completely scratched, the tin can is

bigger? Audio system “out of control”? Hear The

practically useless and the dog looks pathetic!

Nuge the way he is supposed to sound.”

For the poster color, I used colors found in my palette. The colors were chosen to attract the

“It’s the simple kind of life.

viewer with the subject matter and do not interfere

“Underneath it all” your current speakers may

with the logo at the bottom.

be cluttered with “spiderwebs”. It might be time

The final step to completing the posters was to

for something “new”. Perhaps you should treat

write the copy. To keep the viewer interested and

yourself to something

humoured I titled the imagery to a popular song

“hella good”. Hear No Doubt the way they are

title. Likewise, the text incorporates other hits

supposed to sound.

from the same artist. This also incorporates that

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his company produces sound, and people often

“Really bark at the moon.

identify themselves with music so the idea was to

“You’re no different” than anyone else if you want

attract the viewer both visually and personally. The

better speakers. You need to hear everything

body reads as follows:

louder. You’re “so tired” of feeling like you’re

“This isn’t cat scratch fever.

missing out on something better. Hear The Prince of

New CDs sound like they’ve been run through “a

Darkness the way he is supposed to sound.”

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