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I have been tasked to redesign an element that affects a socially, culturally, economically, politically, technologically or environmentally issue. Thus, I have decided to redesign the logo of Veggie Thursday, a vegetarian campaign in Singapore.
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HOW ZHILIN JERLYNN 1103521ICOMMUNICATING DESIGN ARGUMENTS
Understanding VTSpeci�c scopeDesign problemSituation problem
Thesis statementTarget audienceDesign objectives
The redesigned logoLogo application
ConclusionCitation list
Contents
UNDERSTANDINGVeggie Thursday
ABOUT
Setting every Thursday aside to gomeatless and eat more vegetables.
SPecific Scope
FOCUS
Design of the current logo:How it a�ects the level of awareness.
DESIGN ELEMENTS
TypefaceColourGraphic symbols
Design Problem
LOGO DESIGN
Too ‘fun’ and childish.
No one takes it seriously.
People unsure if it is a title or a logo.
SITUATION Problem no.1
LACK OF AWARENESS
Hardly anyone knows of Veggie Thursday
Do not know ofVeggie Thursday
Knows ofVeggie Thursday20%80%
SITUATION Problem No.2
20%Might go vegetarian WILL YOU EVER
GO VEGETARIAN?
80%Will not go vegetarian
LOW PERCENTAGE OF VEGETARIANS IN SINGAPORE
SITUATION Problem No.3
50.6%
According to Singapore Medical Association,
Not on any special dietsTry to cut down onfatty foods, sugarand/or red meat
Thesis statementImprove the current logo of Veggie Thursday
Appeal to both the younger and older generation
An interesting logo that portrays an impactful message
TARGET AUDIENCECaters to people of all ages
Especially teenagers to young adults(pay attention to visuals and understand them)
Design objectives1. To appeal to youths and young adults
2. To be easily recognisable by the public
3. Portray the values of Veggie Thursday in an attractive way
Values of V.t1. Enjoyable, fun and friendly
2. For a greater cause
3. Self discipline
4. Come up with your own motivation to eat go meatless for a day
5. Feel good, do good: both for health bene�ts and helping the environment and putting a halt to animal cruelty.
the redesigned logo
FEATHER/HEAD:Feather from the feather pen -Stationery used to take note of ‘Thursday’
LEAVES:Vegetables - 4 leaves together,forming a body (hands & feet) - Love ones
BROWN OUTLINE:Outlining the logotype -make it ‘pop’ more & a focus point of logo
the redesigned logo
STYLE:Misalignment - imitating children drawingsSketchy - friendly & casual
“ORANGE SQUARE”:More complete & outstandingGrid boxes: calendar/planner(Public can directly infer what VT isabout from logo)
the redesigned logo
TYPEFACE:TrashHandHandwritten
TAGLINE:Changed from “Feel Good, Do Good” to“Do Good, Feel Good”- Makes more sense
the redesigned logo
the redesigned logo
Nature, self-respect, well being, favoured by well-balanced people.
C 67M 0Y 100K 0
COLOURS USED IN LOGO
COLOURS USED IN LOGO
the redesigned logo
Adventure, friendship, combination of red and yellow (energy of red and cheerfulness of yellow), sociable, optimistic, independent.
C 0M 35Y 85K 0
COLOURS USED IN LOGO
the redesigned logo
Serious, down-to-earth, stability, natural and wholesome, health, and nutrition.
C 58M 55Y 99K 50
COLOURS USED IN LOGO
the redesigned logo
Bright colours - friendly & funSimilar to the original colours,but brighter & usage of basic colours
logo application
logo application
logo application
High % of Singaporeansare not vegetarian
Vegetarianism is important(Environment, social, cultural, economical)
conclusion
THERE IS A NEED TO REDESIGN THE CURRENT LOGO:
Needs more awareness Fresh & professional look
Design of current logo Does not look like a proper logo
May cause public to think itis not an existing movement
conclusion
BENEFITS OF A NEW LOGO FOR VEGGIE THURSDAY:
More people knowabout vegetarianism
They may take part in events
Promotes both Veggie Thursday& vegetarianism
reference list
Alibaba. (2013) 100% virgin napkin paper. [Digital Image] Retrieved from http://www.alibaba.com/ product-gs/404582310/100_virgin_napkin_paper.html
Picture Perfect Products. (n.d). Aprons. [Digital Image] Retrieved from http://www. pictureperfectproducts.com.au/p/5199441/aprons---polyester.html
Psd Graphics. (2010). Blank business card in hand [Digital Image] Retrieved from http://www. psdgraphics.com/backgrounds/blank-business-card-in-hand/
Ochel, E. (2008). Evolving Wellness. Retrieved from http://evolvingwellness.com/posts/405/5- common-myths-about-vegetarians/
Rose, S. (2008). Clearing up some common misconceptions about vegetarians. Retrieved from http://voices.yahoo.com/clearing-some-common-misconceptions-vegetarians-2317991. html?cat=5
Fooducate. (2010). 8 myths about vegetarians and vegetarian food. Retreived from http://blog. fooducate.com/2010/10/22/eight-myths-about-vegetarians-and-vegetarian-food/
Singapore Med J. (2005). Dietary practices of adolescents in Singapore and Malaysia. Retrieved from http://www.sma.org.sg/smj/4606/4606a2.pdf
Olsons, C. (2011). Myths and misconceptions about vegetarian diets. Retrieved from http:// thevegetarianvoice.wordpress.com/2011/03/29/myths-and-misconceptions-about-vegetarian- diets/
Vegetarian times. (2013). Why go veg? Retrieved from http://www.vegetariantimes.com/article/ why-go-veg-learn-about-becoming-a-vegetarian/
MacEachern, D. (2009). 10 surprising reasons to eat less meat. Retrieved from http://www. thedailygreen.com/living-green/blogs/green-products-services/vegetarian-47021902
Veggie Thursday. (n.d). About Us. Retrieved from http://www.veggiethursday.sg/about-us/
Instant Shi�. (2009). 20 corporate brand logo evolution. Retrieved from http://www.instantshi�. com/2009/01/29/20-corporate-brand-logo-evolution/
Healthy Days. (2013). New Obesity Pills Weigh In. [Digital Image]. Retrieved from http://ampm. hacres.com/index.php/health-news/new-obesity-pills-weigh-in/
reference list
Alibaba. (2013) 100% virgin napkin paper. [Digital Image] Retrieved from http://www.alibaba.com/ product-gs/404582310/100_virgin_napkin_paper.html
Picture Perfect Products. (n.d). Aprons. [Digital Image] Retrieved from http://www. pictureperfectproducts.com.au/p/5199441/aprons---polyester.html
Psd Graphics. (2010). Blank business card in hand [Digital Image] Retrieved from http://www. psdgraphics.com/backgrounds/blank-business-card-in-hand/
Ochel, E. (2008). Evolving Wellness. Retrieved from http://evolvingwellness.com/posts/405/5- common-myths-about-vegetarians/
Rose, S. (2008). Clearing up some common misconceptions about vegetarians. Retrieved from http://voices.yahoo.com/clearing-some-common-misconceptions-vegetarians-2317991. html?cat=5
Fooducate. (2010). 8 myths about vegetarians and vegetarian food. Retreived from http://blog. fooducate.com/2010/10/22/eight-myths-about-vegetarians-and-vegetarian-food/
Singapore Med J. (2005). Dietary practices of adolescents in Singapore and Malaysia. Retrieved from http://www.sma.org.sg/smj/4606/4606a2.pdf
Olsons, C. (2011). Myths and misconceptions about vegetarian diets. Retrieved from http:// thevegetarianvoice.wordpress.com/2011/03/29/myths-and-misconceptions-about-vegetarian- diets/
Vegetarian times. (2013). Why go veg? Retrieved from http://www.vegetariantimes.com/article/ why-go-veg-learn-about-becoming-a-vegetarian/
MacEachern, D. (2009). 10 surprising reasons to eat less meat. Retrieved from http://www. thedailygreen.com/living-green/blogs/green-products-services/vegetarian-47021902
Veggie Thursday. (n.d). About Us. Retrieved from http://www.veggiethursday.sg/about-us/
Instant Shi�. (2009). 20 corporate brand logo evolution. Retrieved from http://www.instantshi�. com/2009/01/29/20-corporate-brand-logo-evolution/
Healthy Days. (2013). New Obesity Pills Weigh In. [Digital Image]. Retrieved from http://ampm. hacres.com/index.php/health-news/new-obesity-pills-weigh-in/
