2020 PECKHAM MEe INITIATIVE
pROJECT OVERVIEW
LOGO & BRANDING
Client
Peckham Inc
Public Relations & Branding Director
Lansing, MI
Roles
Art Direction
Lead Designer
Design Consultant
Application Deliverables
DIGITAL
presentation assets, email, web, video, newsletter
PRINT
newsletter, postcard
Client
Peckham Inc
Public Relations & Branding Director
Lansing, MI
Roles
Art Direction
Lead Designer
Design Consultant
Application Deliverables
DIGITAL
presentation assets, email, web, video, newsletter
newsletter, postcard
CHALLENGE
HOW MIGHT I create a visual logo that compliments the new branding
while balancing old elements and added inputs.
while balancing old elements and added inputs.
SOLUTION
I created a resonant, on-brand and cohesive visual logo
which reflected the new corporate aesthetics, visual language, style and brand elements.
which reflected the new corporate aesthetics, visual language, style and brand elements.
Primary Logo
(Full Color)
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(Grayscale)
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Secondary Logo
(Full Color)
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(Grayscale)
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Additionally, I generated a complimentary appendix/style guide
with examples for digital/print applications.
with examples for digital/print applications.
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R&D PROCESS
INTERNALIZE
- I reviewed the new Peckham branding guide to comprehend their design changes
- I learned more about the MEe Program through client meetings to understand the culture
EXTRACT
- I collected keywords and attributes that describe what the logo should embody from multiple meetings.
- I gathered visual connections based on various stakeholder inputs.
MEETING NOTES
IDENTIFY
- I established overlapping elements (geometric, angles, bold lines, color).
- I detected a cohesive visual theme to cohesively thread multiple design elements.
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EXPERIMENT & IDEATION
- I explored shapes, orientations and patterns to enable loose interpretation of the logo while still incorporating elements referenced from the public sculpture and previous MEe Program design elements.
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RESEARCH
- I reviewed the current design landscape to ensure no conflicting logos existed (*No overlapping design concepts found).
REFINEMENT PROCESS
CONCEPT REFINEMENT
Some concepts were too visually abstract or created other visual challenges.
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LOGO REFINEMENT
Some concepts were too visually abstract or created other visual challenges.
WORDMARK REFINEMENT
Determining letter weight and text styling combinations to compliment the logo.
