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Process manual documenting the logo development of Lyon Sprinklers & Irrigation Systems.
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Creative Brief
LYON SPRINKLERS
DesignerJoel Felix
(209) 227-0636
info@joelfelix.com
www.joelfelix.com
ClientMatthew R. Nelson
Lyon Sprinkler Irrigation Systems
lyonsprinklers@gmail.com
Problem Statement
Identity Aspirations
Parameters
Inspiration Analysis
The Lion
Competition Analysis
Logo Evaluation
Plan of Approach
The Concepts
Refinement 1
Typography
Color Variations
Refinement 2
Final Product
Identity Guidelines
03
04
05
07
09
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LYON SPRINKLERS
* Identity Aspirations developed by Sylvia Harris, information design strategist.
PROBLEM STATEMENT
“SAVE THEM MONEY, & THE ENVIRONMENT THROUGH CONSERVATION MINDED TECHNIQUES.”Matthew Nelson is the owner of Lyon Sprinkler Irrigation Systems in Bountiful
Utah. Lyon Sprinklers offers irrigation and sprinkler-system repair and optimi-
zation at an affordable rate while also practicing conservation-minded tech-
niques that benefit both their clients and the environment. We will start with an
evolutin of the current “lion” logo and moving into establishing touch-points like
website, business system, and new-identity campaign.
It is our goal during this process to develop an identity that communicates to the
core audience. By establishing Lyon Sprinklers as a “brand” (for lack of a bet-
ter word) over time, we will position it to compete with other larger well known
named landscaping companies. Together with Matt’s inspiration and guidance
we seek to develop an identity that speaks to his target audience and engages
them on a personal level allowing Lyon Sprinklers to play an integral role in their
irrigation/environmental needs.
Express the kind of group you are.
Reassure the public that you are who you say you are.
Connect your group to images and ideas.
Serve as the thread for equity building over time.
Provide consistency over communication channels.
Make people act.
Change people’s minds.
Make new friends.
Embody every message for everybody.
Respond to current events.
What a new identity can do
What a new identity cannot do
IDENTITY ASPIRATIONS *
03 / 04
PARAMETERS/APPLICATION
THE PARTICULARSApart from conveying the core values of your company, a good identity must work
across multiple forms of communications. A strong logo will be able to stand up in
black and white as well as in color. It also must be able to be able to translate well
across both print and web applications and withstand reduction. A logo has many
variables that need to be included in order for it to be successful. Things such as
color, typography, negativespace and shape all play a part in how the logo is inter-
pereted, and the overall message it sends.
While a “Timeless” logo is difficult (maybe even impossible) to acheive, what we
can do is to make sure that the logo and overall identity is adaptable to its sur-
roundings and trends of the time. Things such as packaging, business systems,
specialty printing methods and social media will be kept in mind to make sure
that it is both beautiful and flexible.
Color Palette
Whitespace
Attention to Typography
Adaptability
Shape & Form
Social
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02
03
04
05
06
05 / 06
LOGO VARIABLES
INSPIRATION ANALYSIS
We often look at a logo or an artwork that catches our eye and appreciate its
beauty, but seldom do we slow down and analyze what it is about that font, or that
logo, or that artwork that really grabs our attention. This quick analysis will help
us to figure out what you are drawn to.
From the small sample of images gathered, we are give an insight into styles that
may be relevant to solving the design or your logo. While doing research I found
that many competitive companies do use the “water-droplet” reference. Since the
market is already saturated with that idea, I agree with your desire not to go in
that direction. You also mentioned the desire to create an evolution of the current
Lion logo, so I gathered what I felt were a few of the best examples of how a very
old symbol can be made modern. Preference of style can be very subjective, but if
we make sure that our chosen direction is aimed at your target audience then we
have a better opportunity of making sure that the logo both reflects your compa-
ny and attracts the desired clientele. After sorting the logos based on similarities
we’re left with a list of elements that our eyes are drawn to.
Repeating Forms
Enclosed shapes
“icon” style marks
Circlular forms
Simple Lines
Lion Illustration
Sans Serif Fonts
Nature Reference
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07
08
01
02
03
04
05
INSPIRATION ANALYSIS
07 / 08
The lion is a symbol for deathless courage, strength, fearlessness, bravery and
royalty. Its body has been used in mythological creatures and in most cases when
composing the body of the sphinx in Egyptian community.
Seen as the lord of the land, the lion is compared to the Eagle which is supreme in
the air. Lion is one of the favorite symbols of leadership, warriors and emperors.
It is not only seen as a leader on earth but also in the spiritual realms. The lion
has speed, is alert and has power, this represents all that is majestic. Just like the
eagle, Kings and emperors have long included it on their coat of arms to symbol-
ize supreme strength.
Because of its noble character, strength and courage, the lion’s totem represents
great power humans may have like self-control and balance of life which leads
to own personal power. The lion has many valuable lessons to teach us and these
lessons remain the symbols that they are associated with: self control, personal
strength and courage and balance.
Loyalty
Dignity
Royalty
Heraldry
Honor
Leadership
Strength
Courage
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08
01
02
03
04
05
THE LION
INSPIRATION ANALYSIS
09 / 10
COMPETITION ANALYSIS
MAINSCAPEMainscape, was founded in 1980,
and has grown into one of the leading
landscape management companies in
America. For over 15 years Mainscape
has consistently ranked in the Top 100
Companies by Lawn and Landscape.
The company’s strengths and successes
are centered on partnering with the
customer to provide the highest stan-
dard of customer satisfaction.
Nature Reference
Sans-Serif Font
Geometric forms
Containing Shape
Two-Color
Simplified Illustration
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02
03
04
05
06
11 / 12
COMPETITION ANALYSIS
VALLEY CRESTValley Crest began over 50 years ago
as a neighborhood landscape retail
nursery in North Hollywood, Ca. It’s
grown to include Schools, Highways
and Landmark projects around the
United States.
It’s goal is to be the only national
landscape company to provide its com-
mercial clients with a full portfolio of
services encompassing design, build
and maintenance,
Circular Forms
Symmetry
Abstract Nature Reference
Sans-Serif Font
Spiral Movement
Clean & Professional
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02
03
04
05
06
13 / 14
LOGO EVALUATION
Lion rampant
position
Blue / Grey
professional color palette
Simplified Silhouette
Professional Color Palette
Lion full of symbolic meaning
No reference to genre of work
Feels outdated
No type associated with logo
Logo does not reduce in size well
0 1
02
03
0 1
02
03
04
15 / 16
Upon evaluating the current Lyon Sprinklers logo I found several positive design
elements that I’d like to include in our concept development. I’ve also found
some things that I think we can improve upon. After reading your answers to the
questionnaire and getting your input, I feel that the current logo is not up to your
expectations and doesn’t fully meet the desired image of Lyon Sprinklers.
The logo itself is a silhouette of a lion often found in ancient heraldic crests. The
lion has a lot of symbolic reference that can be relevant to your business model,
(such as Honor Leadership Strength, etc.) but because of it’s historic reference it
does need to be made relevant to today’s current logo criteria.
There also needs to be a logo-type paired with what ever symbol we come up
with for Lyon Sprinklers. I’ll also keep in mind diversity of application and make
sure that symbol and type can be used in alone as well as in conjunction with one
another.
EVALUATION
PLAN OF APPROACH
As stated before there were several positives from the current logo that I’d like to
try and push further and expand upon. I will try approaches that keep in mind
the list of keywords listed to the right.
My goal will be to used your desired symbol of a heraldic lion and update his look
to communicate better in today’s branding standards. I will keep with simplified
illustrations and choose colors that keep with conveying a sense of professional-
ism and modern sensibility.
PLAN OF APPROACH
MODERNLION
TECHNOLOGYINTELLIGENT
WATERRESPONSIVE
SAVVYPROFESSIONAL
FRIENDLY
17 / 18
In the following pages you’ll see four examples/concepts, that I felt were strong
enough to pursue and different enough to provide you with options on how to
solve this design problem. The color has not been fully worked out yet but and can
be changed in the next phase of edits.
I concentrated on developing a simple mark that would hold up well in both print
and web applications. You’ll see several different interpretations of the heraldic
lion with a modern look and feel. Please review the following concepts and take
note of any of the logos that resonate with you.
Modern
Heraldic Lion
Technology
Intelligent
Water Wise
Professional
Responsive
Savvy
Friendly
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THE CONCEPTS
Please keep in mind the keywords above when evaluating the proceeding logo concepts.
THE CONCEPTS
Key words
19 / 20
CONCEPT // 01
CONCEPT // 02
23 / 24
CONCEPT // 03
25 / 26
CONCEPT // 04
27 / 28
REFINEMENTS
Approved Concept
Refinements
Typography
Color
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35
37
41
31 /32
APPROVED CONCEPT
APPROVED CONCEPT
The logo on the left has been approved by both you (the client) and I (the de-
signer), to be further refined. The next phase of revisions will focus on refining
the Lion logo, pairing it with the right typefaces and exploring color variations.
Of the typefaces you suggested I think the FF Karbin Display Black is the best
option to consider. If you feel it is the best of the following variations It will be
licensed for use and will be added as a line item in the final invoice. It will also
be included in the final deliverables for you to use on your computer and for any
other future promotional materials.
Refine the Lion
Explore Color Variations
Explore Type Variations
License font if applicable
01
02
03
04
Refined Focus
FF Karbin Display Black ($45) www.fontfont.com
*Entire Karbin Family - 10 fonts ($309)www.fontfont.com
33 / 34
APPROVED
Can we flip on the vertical axis so the lion is facing the other direction.
The text should say “Sprinklers & Irrigation” not “Sprinkler & Irrigation”
Other possible word choices could be “Lyon Sprinklers” or Lyon Sprinkler
Irrigation Systems.”
I like the Holden logo in the brief, in the Inspiration Analysis section, as it
has a mane with some texture to it.
Can you show me a few more typography examples. Feel free to mix fonts
(like in #2 with the serifed above and sans-serif below).
REFINEMENT
REFINEMENT
* Before
Full Lion Edited
* After
35 / 36
FIND THE RIGHT TYPE
Neutraface Display Slab Titling
Cholla Slab Bold
37 / 38
Bender Inline
FF Karbin Display Black
FIND THE RIGHT TYPE
Neutraface Display Slab Titling
Cholla Slab Bold & Interstate Black Condensed
39 / 40
Bender Inline & Bender Solid
FF Karbin Display Black & Triplex Serif
FIND THE RIGHT TYPE
Earthy
Regal
41 / 42
Aquatic
Warm
43 / 44
FINAL PRODUCT
Primary Logo
SPECIAL VARIATIONS
Secondary / Alternate Logo Versions
45 / 46
IDENTITY GUIDELINES
Color Palette
Blue Indicates Clear Space
which must be kept free
from other elements.
Grey padding indicates a
preferable Safe Zone.
Magenta Indicates type
element alignment and
boundaries.
Primary Logo
*The minimum required clear space is defined by the measurement ‘X’ equal to double the height of the lower type treatment
*These colors shown here may not accuratley reflect the pantone standard matching system. For best result please refer to a PMS swatch book.
PMS 309C PMS 3125C
C=83
M=0
Y=21
K=0
C=100
M=64
Y=65
K=60
30%GREY
70% 50%70%
50% 70%50%
30% 90%30%
Typography
IDENTITY GUIDELINES
Alternate Logo Versions
Bender Solid
Bender Inline
47 / 48
DIGITAL FILES
Logos (B/W & Color)
Secondary Logos
Font Files
ASE. Color Files
01
02
03
04
Included Files
www.joelfelix.com
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