Wolf Night
Initial Logo Concepts
Universal Brand Objectives The brand must... 1. Target adults, but keep a child-like feel and a connection to children and schools. 2. Avoid creating competition with the current PCE logo, but must also have a clear connection to PCE. 3. Differentiate Wolf Night from other fundraisers, highlighting it as one that is Special, Accessible, and Big. 4. Establish an emotional connection to spur direct involvement by parents and the community
Concept One
A holistic brand that taps into the emotional connection between a parent and child and conveys a sense of purpose through the use of icons to depict the ultimate end goal of the fundraiser.
Outline, does not compete with PCE wolf
icons of items toward which fundraised money goes
Big and small wolf, parental connection
open and accessible, but sophisticated
Prairie Crossing Elementary Presents
THE FIRSTANNUAL
WOLF NIGHT October 4th, 2012
Concept Two
This brand features the school mascot, but is stylistically distinct from the PCE logo and incorporates the idea of the fundraising auction.
WOLF NIGHT
Open, accessible font with playful character Simple shapes, style different from PCE wolf
Gavel for auction
WOLF NIGHT Face: more humanized, relatable
WOLF NIGHT
WOLF NIGHT
Prairie Crossing Elementary Presents
THE FIRSTANNUAL
WOLF NIGHT
October 4th, 2012
Concept Three
A brand that does not directly incorporate wolves, but still demonstrates a clear connection to PCE, communicates the idea of an auction, and appeals for action.
WOLF NIGHT
Gavel for auction Pawprint: connected to wolves
WOLF NIGHT Tilted for action
open and approchable, but solid
WOLF NIGHT
WOLF NIGHT
Prairie Crossing Elementary Presents
THE FIRSTANNUAL
WOLF NIGHT October 4th, 2012
WOLF NIGHT
WOLF NIGHT