Baltimore School of Fashion, Architecture and Basic Design FAB
Brand Identity Proposal
Wesley Stuckey | wesley@wesleystuckey.com 601.953.0176 | www.wesleystuckey.com
FAB Logo Proposal | Option 1
Fashion, Architecture and Basic Design all three have one thing in common, besides being in a creative industry. They all share the idea of structure. In Fashion, garments have an internal structure woven into each stitch and piece of fabric. In Architecture, a building can not stand without the structural integrity of materials and the systematic use of them to create systems. And in Design, grid structures feed designers a background to build upon and to place images, typography and embellishments. I wanted to find a way to link the three letter-forms together, that represent these different programs of study. I found a letterpress typeface, named Huxley, that helped me find a way to do that. The dashed line found in the “F”, “A” and “B” visually link the three letters together much like the idea of structure.
Wesley Stuckey | wesley@wesleystuckey.com 601.953.0176 | www.wesleystuckey.com
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FAB Logo Proposal | Option 1 Wesley Stuckey | wesley@wesleystuckey.com 601.953.0176 | www.wesleystuckey.com
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FAB Logo Proposal | Option 2
In this option, I wanted to clean up Option 1 and make it read as more stylized and clean cut. By making the line weights more uniform, the type feels more stabilized and designed.
Wesley Stuckey | wesley@wesleystuckey.com 601.953.0176 | www.wesleystuckey.com
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FAB Logo Proposal | Option 2 Wesley Stuckey | wesley@wesleystuckey.com 601.953.0176 | www.wesleystuckey.com
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FAB Logo Proposal | Option 3
To try to simplify the mark even more, I removed the part of the dashed line that stood out to the left of the body of each letter. This made Option 3 feel even more contemporary and sleek.
Wesley Stuckey | wesley@wesleystuckey.com 601.953.0176 | www.wesleystuckey.com
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FAB Logo Proposal | Option 3 Wesley Stuckey | wesley@wesleystuckey.com 601.953.0176 | www.wesleystuckey.com
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FAB Logo Proposal | Option 4
Option 4 explores a more youthful idea by rounding all of the ends of the letters. The rounded edges make the logo more approachable and friendly.
Wesley Stuckey | wesley@wesleystuckey.com 601.953.0176 | www.wesleystuckey.com
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FAB Logo Proposal | Option 4 Wesley Stuckey | wesley@wesleystuckey.com 601.953.0176 | www.wesleystuckey.com
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FAB Logo Proposal | Option 5
In the final option, I wanted to see how the logo would look with nice weighted slab attached to the letters. This look is more retro and quirky.
Wesley Stuckey | wesley@wesleystuckey.com 601.953.0176 | www.wesleystuckey.com
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FAB Logo Proposal | Option 5 Wesley Stuckey | wesley@wesleystuckey.com 601.953.0176 | www.wesleystuckey.com
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FAB Typeface Family
I chose the Univers family of type to work with all 5 versions of the logo. Univers has several choices in line weight and ultra condensed variations that help mimic the logotypes.
Wesley Stuckey | wesley@wesleystuckey.com 601.953.0176 | www.wesleystuckey.com
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Univers 39 Thin Ultra Condensed
Univers 49 Light Ultra Condensed
Univers 45 Light
Univers 55 Roman
Univers 75 Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !?#%&*(){}[]:;”’,./| ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !?#%&*(){}[]:;”’,./| ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !?#%&*(){}[]:;”’,./| ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !?#%&*(){}[]:;”’,./| ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !?#%&*(){}[]:;”’,./|
FAB Typeface Family Wesley Stuckey | wesley@wesleystuckey.com 601.953.0176 | www.wesleystuckey.com
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FAB Color Palette
The color palette that I chose adds an unexpected pop of color with bright green. To balance the bold green, I used a medium grey as well as black and white to help create a youthful yet sophisticated combination.
Wesley Stuckey | wesley@wesleystuckey.com 601.953.0176 | www.wesleystuckey.com
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CMYK color choices
RGB color choices for Web
PANTONE color mactching spot color choices
Rich Black
White
FAB Green
FAB Gray
FAB Web Green
FAB Web Gray
C = 60 M = 40 Y = 40 K = 100
C=0 M=0 Y=0 K=0
C = 100 M=0 Y = 100 K=0
C=0 M=0 Y=0 K = 75
R=0 G = 166 B = 81
R = 95 G = 96 B = 98
PMS 335
PMS 425
FAB Color Palette Wesley Stuckey | wesley@wesleystuckey.com 601.953.0176 | www.wesleystuckey.com
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FAB Promotional Materials & Other Collateral
In application, any of the different variations of the logo can be applied in very conservative and wildly creative ways. Patterns can be made out of the FAB logo and colors can be pulled out of the branding materials to be used on a variety of different surfaces. The logo can be used in black and white or full color in every combination of the color palette that you can think of.
Wesley Stuckey | wesley@wesleystuckey.com 601.953.0176 | www.wesleystuckey.com
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BALTIMORE SCHOOL OF
FASHION / ARCHITECTURE / BASIC DESIGN
BALTIMORE SCHOOL OF
FASHION / ARCHITECTURE / BASIC DESIGN JOHN SMITH
TEACHER
j.smith@fab.baltimore.edu / 410.444.5555 1510 St. Paul Street / Baltimore, MD 21217 / www.fab.baltimore.edu
BALTIMORE SCHOOL OF
FASHION / ARCHITECTURE / BASIC DESIGN JOHN SMITH
TEACHER
j.smith@fab.baltimore.edu / 410.444.5555 1510 St. Paul Street / Baltimore, MD 21217 / www.fab.baltimore.edu
BALTIMORE SCHOOL OF
FASHION / ARCHITECTURE / BASIC DESIGN JOHN SMITH
TEACHER
j.smith@fab.baltimore.edu / 410.444.5555 1510 St. Paul Street / Baltimore, MD 21217 / www.fab.baltimore.edu
1510 St. Paul Street / Baltimore, MD 21217 / www.fab.baltimore.edu
FAB Letterhead & Business Cards Wesley Stuckey | wesley@wesleystuckey.com 601.953.0176 | www.wesleystuckey.com
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Wesley Stuckey | wesley@wesleystuckey.com 601.953.0176 | www.wesleystuckey.com
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FAB T-Shirts Wesley Stuckey | wesley@wesleystuckey.com 601.953.0176 | www.wesleystuckey.com
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Wesley Stuckey | wesley@wesleystuckey.com 601.953.0176 | www.wesleystuckey.com
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FAB Sketch Books and Pens Wesley Stuckey | wesley@wesleystuckey.com 601.953.0176 | www.wesleystuckey.com
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Wesley Stuckey | wesley@wesleystuckey.com 601.953.0176 | www.wesleystuckey.com
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FAB Cardboard Portfolio Wesley Stuckey | wesley@wesleystuckey.com 601.953.0176 | www.wesleystuckey.com
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