BOSTON DESIGN WEEK
Designed by Nikki Chan Graphic Design I Spring 2016 Massachusetts College of Art & Design
TABLE OF CONTENTS
06 Concept
11 Logo Design
24 Brand Application
Concept
4
THE ORGANIZATION
5
Boston Design Week is a city-wide festival that aims to increase public awareness and appreciation of all aspects of design, foster recognition of the vital role design plays in our lives, and bring new audiences to a wide array of design industries and organizations. This project is meant to recreate the festival's logo and brand identity.
BRAINSTORMING
6
BRAND PERSONALIT Y
TARGET AUDIENCE
When thinking about what Boston Design Week was,
Because Boston Design Week is a festival that’s open to
it proved to be a challenge. BDW wasn’t a person or
the public, I was thinking that it would be nice to also
product, it was an all-encompassing event, celebration
input both the designers and non-designers voice in the
and community. From how they presented themselves,
design week’s brand identity. With that in mind, it led me
it came to me that Boston Design Week was all about
to think about families and their children, who are the
the community and that’s essentially what leads design
future of generations. So using them as a target audience
weeks to be so alive. Another quality of BDW is how it
was something I believed could help instill the idea that
promotes and encourages the spread of ideas, which in
children are the future and the messengers of change.
turn leads to the support of a new generation of creators.
COMMUNIT Y
NON-DESIGNERS
IDEAS
FAMILY
NEW GENERATION
CHILDREN
7
Logo Design
8
LOGO SKETCHES
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While sketching, I was thinking of the theme of collaborationand creativity I had in mind to create an identity that could be flexible and dynamic.
DIGITAL DEVELOPMENT
BOST ON DESIGN WEEK
bosdesign week
bdw 11
D
BOS TON
BOS TON W
DESIGN WEEK
Boston Design Week
PRELIMINARY LOGOS
12
FIRST REVISION
The concept was how people in Boston have their own unique, individual characters and talents, and when united together they create amazing things. So from this I focused on the abstraction of shapes and letters. This first revision of the logo mark did to some extent follow the brand expression and the vision, but that’s just it. It didn’t achieve being able to fully express what Boston Design Week envisioned to be and that was a leading figure in the design community. Here, the logo makes the identity unsure of what it wants to be.
Logo Type: Clear Sans
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BACK TO THE BOARD
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I went back sketching and re-envisioning what I felt Boston Design Week was to me. Instead of trying to include many themes into one I focused on only three that I felt were the core values of BDW. I felt that since the festival wanted to be a leader in the design community, its identity should prompt conversation and show that it embraced new ideas, therefore introducing the idea of always looking towards the future. But most important of all, it’s a conversation that involves the whole community that’s not exclusive to designers.
15
I focused on the concept of ideas and conversation, the source of all ideations, concepts and most important, change.
FINAL LOGO
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BOSTON DESIGN WEEK
BOSTON DESIGN WEEK
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BOSTON DESIGN WEEK
BOSTON DESIGN WEEK
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COLOR & T YPOGRAPHY
PRIMARY COLORS
SECONDARY COLORS
C67 M3 Y23 K0 #3ebabd
C0 M0 Y0 K90 #393939
C8 M11 Y99 K0 #f0d411
20 LOGO T YPE/HEADER
BODY
Apercu Pro Medium I am a header.
The Sans BSPlain I am a body. I am a body. I am a body. I am a body.
ALTERNATE LOGO MARKS
BOSTON DESIGN WEEK 2018
This logo would be used for occasions when the event year is needed.
21
The website favicon.
BDW’s application icon.
Brand Application
24 22
CORPORATE STATIONARY
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Business Card Letterhead
STATIONARY SET
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25
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DIGITAL PRESENCE
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AD CAMPAIGN
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N I K K I C H A N M A SS A R T 2018