Logo Design Process Diane Tang
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Logo Design Process This book is to encapsulate the design process of the logo. It includes the hand drawn sketch, computer sketch and the details about the final logo. It show the idea behind every pixel.
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04 Brand Description
34 Digital Sketches
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12 Initial Sketches_1
42 Final Logo
20 Initial Sketches_2
28 Initial Sketches_3
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Clear Space
Mock Up
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LOGO RESEARCH
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LOGO RESEARCH
History
Six Flags Entertainment Corporation, or simply Six Flags, is an amusement park corporation based in the United States, with properties in the US, Canada, and Mexico. It is the largest amusement park company based on the number of properties it owns, and the fifth-most popular in terms of attendance. The company maintains 18 properties throughout North America consisting of theme parks, thrill parks, water parks, and family entertainment centers. In 2009, Six Flags properties hosted 23.9 million guests.
Grand Prairie, Texas. On June 13, 2009, the corporation filed for Chapter 11 bankruptcy protection and it successfully exited the restructuring on May 3, 2010.
The company was founded in Texas and took its name from its first property Six Flags Over Texas. The company maintains a corporate office in Midtown Manhattan, New York City and its headquarters are in
Current logo
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The name refers to the flags of the six different nations that have governed Texas: Spain, France, Mexico, the Republic of Texas, the United States, and the Confederate States of America The original park was (and still is) split into separate regions, such as the Spain and Mexico section which featured Spanish-themed rides, attractions, and buildings. The Six Flags chain originated in 1959 with the creation of The Great Southwest Corporation by Angus G. Wynne and other inves-
tors. Construction of “Six Flags Over Texas” started in 1960, and the park was opened the next year for a short (45-day) season. The first park initially featured a Native American village, a gondola ride, a railroad, some Wild West shows, a stagecoach ride, and “Skull Island”, a pirate-themed adventure attraction. There was also an excursion, inspired by the historical La Salle Expeditions in the late 1600s, called “LaSalle’s River Adventure”, aboard French riverboats through a wilderness full of animated puppets. Over time, all of those attractions, except for the railroad, would be replaced by others, such as roller coasters, swing rides, log flumes, and shoot-the-chute rides, as well as an observation tower.
LOGO RESEARCH
History
Different logos for different theme park from Six Flags Entertainment Corporation
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WHAT’S NEXT? 10
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LOGO SKETCHES
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LOGO SKETCHES
Initial Sketches
Key word of the first camp:
FUN
. Quality Time . Explore
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LOGO SKETCHES
Initial Sketches
Insights of Sketches The theme of this camp is fun. Some of them are playful abstract shapes representing the topic. However, most of them could not be understood immediately and have little connection with Six Flags.
Graphics
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LOGO SKETCHES
Initial Sketches
Key word of the first camp:
FUN
. Quality Time . Explore
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LOGO SKETCHES
Initial Sketches
Insights of Sketches The three circles represents family members. However, they are too childish. And the combination of letter S and rail way is too busy for a logo.
Graphics + Type
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LOGO SKETCHES
Initial Sketches
Key word of the first camp:
FUN
. Quality Time . Explore
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LOGO SKETCHES
Initial Sketches
Insights of Sketches The word mark should be clear and easy to understood. Some of them are to playful and hard to get the letters.
Type
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LOGO SKETCHES
Initial Sketches
Key word of the second camp:
QUALITY TIME . Explore . Fun
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LOGO SKETCHES
Initial Sketches
Insights of Sketches The theme of this camp is quality time with family members. The loops and squares try to convey the feel of tech. However they are still too abstract to recognize.
Graphics
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LOGO SKETCHES
Initial Sketches
Key word of the second camp:
QUALITY TIME . Explore . Fun
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LOGO SKETCHES
Initial Sketches
Insights of Sketches Some of wordmarks are too cheesy, however they are easy to be recognized.
Graphics + Type
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LOGO SKETCHES
Initial Sketches
Key word of the second camp:
QUALITY TIME . Explore . Fun
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LOGO SKETCHES
Initial Sketches
Insights of Sketches After developing logotype, we found that Six Flags is not good with fancy shape because it has 8 letters. The logotype should be clean and fun.
Type
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LOGO SKETCHES
Initial Sketches
Key word of the third camp:
EXPLORE Quality Time . Fun
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LOGO SKETCHES
Initial Sketches
Insights of Sketches The theme of this camp is exploring. It aims to express that the whole family member can explore and learn more about the new world together.
Graphics
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LOGO SKETCHES
Initial Sketches
Key word of the third camp:
EXPLORE Quality Time . Fun
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LOGO SKETCHES
Initial Sketches
Insights of Sketches Some shapes are to educational which is not following the soul of brand.
Graphics + Type
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LOGO SKETCHES
Initial Sketches
Key word of the third camp:
EXPLORE Quality Time . Fun
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.
LOGO SKETCHES
Initial Sketches
Insights of Sketches After developing logotype, we found that Six Flags is not good with fancy shape because it has 8 letters. The logotype should be clean and fun.
Type
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LOGO SKETCHES
Digital Sketches
This idea is to combine number 6 and the 6 flags into a rail way shape. However, the final logo is too similar to water drop which has no connection to the Six Flags.
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LOGO SKETCHES
Digital Sketches
This idea is to combine number rail way and the 6 flags. However, the final logo is too similar to letter G which would mislead our audience.
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LOGO SKETCHES
Digital Sketches
This idea is simply a circle made by 6 flags. It is simple, fun and easy to understand.
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SIX FLAGS
SIX FLAGS
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SIX FLAGS
LOGO SKETCHES
Digital Sketches
After developing logotype, we found that Six Flags is not good with fancy shape because it has 8 letters. The logotype should be clean and fun.
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FINAL LOGO
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FINAL LOGO
Development
Too sharp
The typeface can not reminds audience of fun.
FLAGS is too condensed.
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FINAL LOGO
As Six Flags aims to offer more family fun, the typeface of the logotype should be fun and playful. We choose Gotham Round as the basic shape of the logotype.
DEVELOPMENT
60° Some letters should overlap ped with others to connect each other.
To make sure the symbol and the word mark consistent, the sharp corner should be round.
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FINAL LOGO
Clear Space
For ultimate visibility and impact, it’s important to retain a designated ‘clear space’ around the signature. The minimum clear area is shown below.
1/2x
x
2x
2+1/6x
1+1/6x
x 4x
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FINAL LOGO
Main Logo
To resonate with the new direction of Six Flags and to fit the new areas for educational fun, the new logo follows Six Flags’ original soul and keeps offering more quality time with our family and friends.
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Logo Design Process Diane Tang
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