For my logo design project I decided to utilize my public Facebook page dedicated to animal rights awareness in the Pacific Northwest. The reason I chose this and not something else is because I believe motivation for the subject helps to create a stronger design. When one is passionate about the subject, it helps artistic imagination to spark ideas.
Considering the logo is a draft, at this stage, I decided not to use colors just yet. Although original logo already has the established color scheme I considered revising the use of color to better reflect the theme. Why? Because original color scheme may be aesthetically nice to look at, it is not motivational, or visually representing of the urgency and the mood of the activist movement that I am trying to convey. Replacing the colors right away didn’t feel like it would be adequate, so I chose to wait for a few days, step away from the original colors and “forget” the original idea.
Having colors on the final version felt more appealing to me, so I concentrated on inspirational ideas first. I turned to google. I searched for some local animal protection an defense organizations and here is what I found.
Top three inspirational sites:
I chose to utilize responsive design for the creation of my logo, which would allow a wider range of use (large logo for large print and smaller versions are for medium to small size screens and digital representation) to reflect the current trends. The logo consists of three parts the text (title: Animals Rights PNW), the shield with the graphic containing a fist clenched arm with a paw print on it and a ribbon (banner) across the shield that says in Latin “For All Animals.”
Why the fist with the paw print? Since my Facebook group is an activist group/movement, I chose to make it look a bit “revolutionary” with a call to action expressed metaphorically through clinching fist. We, as humans speak on behalf of animals, defending their rights. Why did I chose to use latin? Perhaps the inquisitive minds would search for the meaning of the phrase to realize that it connects the logo together. The theme is animal rights belong to ALL animals, big and small, domestic and/or wild. Also, because I think it is clean, it is high art language and it would differentiate my logo by including a tagline within it’s main design.
Speaking of differentiation. How does my logo relate to my topic? Know Your Audience. I want to be strategic about the theme, I built my draft in shades of gray to allow myself stew a little bit longer on the choice of colors. I wanted to make the overall design of the logo visually appealing and to be able to tell a story to the audience about the topic of the activist group. So after researching a few local organizations by googling their logos and surfing their websites, I found out that the shield is a common element, so as the paw print (both are present in the design). But I also wanted to stand out and have the logo be sharp, clean, aesthetically pleasing to the eye and vibrant enough to resonate with the audience.
I utilized our exercise from the previous session to combine the shapes. I used rounding corners tool, changed the angles by moving anchor points, expanded the shapes and appearances and created clipping masks to cut out the detail of the fist.I used shape builder tool, utilized simple shapes and manipulated simple shapes to achieve the desirable result. The shield originally consisted of one shape but when I would scale the shield, the stroke would change in relative size. I expanded the shape and separated the thick stroke from the shield, and repeated that with the ribbon, after applying warping effect.