Roperc 10 2 1 by Clarissa Roper

O N E C O L O R

WORKING TOWARDS THEIR FUTURE!

CAMPAIGN PROJECT BOOK

Within this community is a thriving company seeking to fulfill dreams and life time goals for todays youth. Urban League can be that backbone if you give them a chance.

TABLE OF CONTENTS 1.0 RESEARCH

1.1 Research Paper • 1.2 SWOT 1.3 Creative Brief • 1.4 Demographics

2.0 CREATIVE

2.1 Competitive Survey • 2.2 Design Research 2.3 Moodboard • 2.4 Logo Development

3.0 STYLE GUIDE

3.1 Brand Description • 3.2 Logo Usage 3.3 Typographic Elements 3.4 Color Guidelines for all Media

4.0 FINAL DESIGNS

4.1 Digital Media • 4.2 Promotional Items 4.3 Advertising • 4.4 Business Papers

1.0

SECTION

RESEARCH 1.1 Research Paper 1.2 SWOT 1.3 Creative Brief 1.4 Demographics

1.1 Research Paper

1.2 SWOT Analysis

1.3 Creative Brief

1.4 Demographics

2.0

SECTION

CREATIVE 2.1 Competitive Survey 2.2 Design Research 2.3 Moodboard 2.4 Logo Development

2.1 Competitive Survey

2.2 Design Research

Moodboards

Builder/Encourage/Uplift Directive Words

Urban League wants to show positive outcomes that will be of great assistance to reaching future goals. This moodboard was chosen because it shows the step-by-step process on which Urban League can help many youth achieve desired goals in life. Creating friendship, looking up to a leader for guidance and taking great direction from those teaching you how to succeed is a great start

on a brighter future. I also wanted to show some connection with the color palette to the images by creating a dotted path. The placing of each word helps to describe the image onto which the dotted path is near. Also created the dots to form an arrow that is kind of pointing down to the next word and allowing it to travel to the corresponding image on the left.

Urban League Uplift

YK CM 1 G 99 7 RB 03 9 2 0 36 3 4

YK CM 0

Teacher Leader Friendship

G 0 RB 25 0 2 0 5 2 2 5 2 2

YK CM100 G 68 RB 3 2 4 0 93 4 6 1

YK CM 51 G 80 RB 27 0 1 0 84 7 15

2.3 Moodboard

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Logo

Sketches & Final version Many of the sketches incorporated the first letters of the company U L and I want to keep it simple but want to have a symbol that will help customers remember who Urban League is. I played with arrows that help to give the direction one may take. Also tried using stairs that indicates stepping towards your future and played with the “U” upside down to give the appearance of an umbrella with the “L” forming the handle.

“A distinctive logo is one that can be easily separated from the competition. It has a unique quality or style that accurately portrays your client’s business perspective (Airey 30), is what I am aiming for as I work toward the write logo design. In this group of sketches I am still aiming to use the “UL” as the logomark. Played with different directions by turning each letter around or combining them to create another

2.4 Logo Development

Here is my final logo in one color. I chose this option because it really interprets the look that I am going for. I wanted to create the visual of stair to reflect what Urban League will be doing. “Stepping up” “Stepping into your Future” “Moving up” to just name a few

that will relate to Urban Leagues mission. Even though the logo does not have to reflect what it is that they do, I wanted to add an element to support my simple and memorable company name.

3.0

SECTION

STYLE GUIDE 3.1 Brand Description 3.2 Logo Usage 3.3 Typographic Elements 3.4 Color Guidelines for all Media

Brand Description

(current logo)

Urban League is a non-profit organization programs and activities that Urban League that offers an array of services and programs offers as well as revamping its look. Using for assistance to those in the urban colors that bring forth respect, wisdom, truth, community. One particular service that purity, energy and passion will open doors needs to be revamped is the youth and their that will allow youth and their guardians to development towards reaching desired be motivated, encouraged and enlightened goals. Will promote advantages for youth, by their future possibilities. by making the communities aware of all the

(revamped logo)

3.1 Brand Description

Clear Space Need to add verbage to the area so that it will explain the use of clear space. Need to add verbage to the area so that it will explain the use of clear space. Need to add verbage to the area so that it will explain the use of clear space. Need to add verbage to the area so that it will explain the use of clear space. Need to add verbage to the area so that it will explain the use of clear space. Need to add verbage to the area so that it will explain the use of clear space.

.50 inches smallest size for logo mark allowed

50% Tint of color palette to be used as needed

Logo Do’s

3.2 Logo Usage

Logo Dontâ&#x20AC;&#x2122;s

Urban League

Typography Usage Logo: Century Gothic Bold Headline: News Gothic MT Bold; Lithos Pro Black Body copy: Myriad Pro Regular Tagline: News Gothic MT Italic

3.3 Typographic Elements

Century Gothic Bold