Hazel's Portfolio
Logos - Branding
Here is a collection of both real and mock logo briefs I have worked on in the past
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Transferring Innovative Practices
This was my first money earning project. It is a logo design I entered into a competition at my school.
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The brief:
Design a logo that reflects the company's method of education in a creative manor. There were reference images, but designers were given creative freedom, as long as: the logo spelled out the letters TIP and they somehow portrayed creativity.
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The Process:
I tried to think of some ideas for what type of activities a creative school would offer and from there I made some sketches for ways to terms elements of those activities into legible type. Once I had decided on something I was happy with, I recreated it in illustrator using the pen and shape building tools. I decided on more nature related colours, as that's what I often associate with practical learning.
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This was the first outcome which I entered into the competition. A week or so later I was amazed to hear that I had actually won!
TIP (the company) decided that they would like a colour change to suit their branding and also requested that I made another logo displaying the entire title (top right is all of the different ideas I sent.) From these changes, the logo's second form ( below) was created.
Reflection and Feedback:
I was amazed to see that such a simple colour change transformed the logo from something that you'd see in your local community center/pre-school into a very professional looking brand. I now consider this when designing and I hope to learn more about the psychology and emotional biased related to colours.
This small logo competition victory here was very significant for me (15/16 at the time) as I was introduced to the world of graphic design.
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DigiBot
Air Mikeys
I needed some logo practice so I asked somebody for a brief.
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The brief:
Design a logo for a volleyball brand called Air Mikeys (if they were being silly and this is actually a reference to anything let me know so that I don't embarrass myself) which features a person "dunking" above the title.
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The Process:
I tried to think of some ideas for what type of activities a creative school would offer and from there I made some sketches for ways to terms elements of those activities into legible type. Once I had decided on something I was happy with, I recreated it in illustrator using the pen and shape building tools. I decided on more nature related colours, as that's what I often associate with practical learning.
Here are my initial sketch ideas. The ones that have been surrounded with red are the ones I suggested to the client.
For inspiration I looked at existing volleyball prints and found that the popular brands only feature the one worded name. Since my client had specifically asked that I include a player in the logo I decided I would still need to simplify it and make the person a silhouette.
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The client decided on the top right logo. I, personally, preferred the bottom left one where the "m" is a net. I thought that was really clever of myself to think of that.
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Here is the first digital version of the logo created in Illustrator with the type tool, shape inserts and the shape builder tool. I thought it would be good to have a simple shape's silhouette character, as I'll be able to design it so that the knee fits in the "R" and even the foot merges with the m. It's also a good way to give a gender-neutral approach because it's not gender-specific.
I also created a quick mock-up by covering an existing logo on a picture with a yellow square and placing my logo on-top. I know this isn't the most effective method of creating a mock-up, but it was just a quick side project I was doing for fun.
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These are my first presentations for the client.
The client said that the y would prefer that I used a more defining character for the guy in the middle, as this is what most sports brands feature when showing a person. The client did request that the player is male too.
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To fix this I used the image trace to create the silhouette of a volleyball player and I made a new leg with the pen tool and the shape builder tool to make his leg fit with the "R" again. It's not as tightly fitting as the first logo, but anymore and the leg would have looked abnormally long.
Reflection and Feedback:
This was an enjoyable side project that I did for fun. It gave me look at different sports brands - specifically volleyball related ones - and I got to play around of illustrator to recreate one of my pencil sketches.
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My regrets for this project are that I didn't suggest maybe going with a girl silhouette, since volleyball can be for anyone and it would make the brand stand out. I also wish that the client chose the lower left sketch but, hey, that's a realistic approach to what clients are like.
Boom Publishing
Ki - Cha
This is the big one. Here we have the results of my one week long Work Experience with the AMAZING folks at Fanatic Design!
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The brief:
Create a brand of energy drink, targeting a young female audience in a heavy male dominated industry.
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The Process:
A proven below, I definitely got really invested in this project and really gave it my all. I was instructed of different ways to come up with a name for my product and I was also advised to consider USPs and packaging.
The very long and well thought out naming process consisting of - mind maps, key words, acronyms(?), word play, google translate, playing with my name, and finally: using past knowledge from the Japanese I learnt in NZ. Top name pics were - ActiViTea, Wisp/Swip, and - the winner - Ki-cha!
Ki cha... Ki = energy Cha = tea - hence - Energy Tea
Side project of flavours and taglines as well as some logo sketches
Label ideas - I went with the middle left
The logo came together on illustrator. The symbol is katakana for KI (I believe I used hiragana at first but we all decided that the katakana looked better.
Giving credit where it's due - I had a lot of help with this one, but I learnt some brilliant tips!
So with the logo done, all that was left to do was create a label.
I had recently just learnt how fun it is to study items intensely to learn how to draw them. I used google images to find references of different sports equipment and composed a sketch of them all together. This sketch was then scanned and image traced in Illustrator. This would run along the bottom of the label.
The final project was a collaborative job (as passionate as I was, 16 year old me would not have thought of this.)
I initially tried using the "girl power" colours you find on makeup brands I looked at - pink, gold, black, silver. We decided that these colours would most likely not stand out on a shelf and decided on much more vibrant colours.
Reflection and Feedback:
This was a very big deciding point in my life. I had experienced a week working on a graphic design brief and I was hooked. It was great being in such a creative and informative environment, where I learnt some excellent techniques.
In terms of the label design, I think it came out great! I bet I'm a lot faster now than I was in 2018 but I recognise that a very important part about graphic design is being decisive and when you think something look good, don't stare at it too much.
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I also found out that I can work well in a team as long as everyone's on the same page.
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Vector Character Illustrations
The brief:
I was contacted by a client online draw an illustration. I thought it would be the usual until I saw that they wanted a clean looking illustrator design. Being me I decided to give it a go, although I had never done such a thing before.
The illustration was to show how not to comfort a child. The client asked for a man looking down unempathetic to the child while the child looks glum. Colours were provided from a reference.
The Process:
Shown below, I sketched up the original idea in photoshop, cleaned up the lines a bit, then imported the photo to illustrator where I traced each shape and shadow by warping shapes with the various direct selection tools and shape builder to fit certain body parts. I used classic vector characters seen on text books and websites for reference.
Reflection and Feedback:
In terms of feedback I'm still waiting to hear back from the client so I'll keep you updated.
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Personally I'm thrilled! I tried something new and it turned out brilliant. I purposely made everything look sharp and triangular to represent the lack of warmth or caring and the expressions help reflect that too.
It was good to have straight line shadows, as I always think I use blurring far too much on the usual illustrations.
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My only issues with this are the two mistakes with the colour of the kids shoes - one being grey and the other purple - and the collar not being in line with the man's neck line. Ignoring those it's an all round good first try!
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I may be able to rig these characters in Adobe Animate if needed.
Eezy Reader
CUCA (my) logo!
The brief:
Thought that it was finally time for me to design a sleek looking logo for myself. I like the various blues I use on my website, so I decided to use those as my branding colours.
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The Process:
I did a 30 min sketch frenzy and decided I liked how the letters can connect some how. I mainly liked how they linked and could still be legible, so I went with that.
In illustrator I tried out a new technique I had learned recently that used gradients to make shapes look 3D.
Reflection and Feedback:
I had a good time designing this for myself, it was different not having client opinions - and if I did then they were from myself (I am the client.)
The font (raleway) is sleek, the colours are cool and represent my branding.
I'm getting better with the shape building tool and I've even started organising my layers and artboards.
There's probably some deeper meaning I can think of as to why it's linked and all, but for now I'll just appreciate the update from the cringey "Curtain Cat" to fun and alliterative "CuCa."
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This was my first money earning project. It is a logo design I entered into a competition at my school.
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The brief:
Design a logo to represent a team of computer engineer students at the school Digitech based on the chosen name of the robot - Digibot - being made to enter into the annual school robot competition.
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The Process:
I came up with some quick sketch ideas on my phone that day. I guess I decided that I didn't like any of them - as none of the illustrator designs resemble the sketches. Perhaps I tried to make the translation to digital but it didn't look good with cleaner lines. Either way, this one was more of a design as I go type of project.
I do remember thinking about how the "o" and the "i" in "Digibot" are easy to turn into digital related elements and went from there.
Web banners I designed
Reflection and Feedback:
So this is slightly more messy than my other design processes - I really didn't know what the team wanted. I do not regret doing this because it gave me lots of experience with illustrator and I'm happy with the way the banners resemble the school logo.
I think that a power button is probably the least creative idea for the O and I don't know why I only tried lower case letters once. Nevertheless - I got to work with a team and the stickers and pins looked cool too!
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An extra side project I was given during my media course.
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The brief:
Boom were going to turn display the student's photography work in a photobook and needed a new logo for the publishing branch.
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The Process:
I came up with some sketch ideas (I'm afraid that I can't find them) to incorporate literature into boom. I knew that I wanted to do something with a book. I eventually decided to trace the satsuma/explosion to create a book with emphasis on the pages in the same segments of the satsuma. During feedback I was asked to make it more symmetrical, so I scrapped the idea and split the pages down the middle.
Original Boomsatsuma logo
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Reflection and Feedback:
This one I'm not too proud of, but I've included it here for the purpose of showing progress and evaluating where I went wrong.
I think I should have gone beyond books when considering ideas. Publishing can also be associated with pens, printers, inks and even type writers. Considering items like these would have given me a more creative outcome. Later on I found out that the original logo comes from the scanned image of a satsuma. If I had inquired earlier about the origins then I could have done something similar with the publishing brand. My final evaluation - it's too spindly, the design doesn't really work. Perhaps a thicker cover and some bulkier chunks of pages would have made for a better quality design.
Bonus - Boom Podcast:
I was lucky enough to be entrusted with the next branch logo design - the boom podcast.
I decided to use wordplay to come up with Boom Mic - the name of the mike used for audio recordings on film sets. I originally considered using a signal/audio icon in the same composition as the original logo, but I ended up re-designing because it was looking too much like the book idea and also looked more like a wifi signal than sound. I changed the name from boom podcast to boom mic because it makes it easier to understand what the icon actually is.
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Reflection and Feedback:
This one is a lot better than the publishing logo, in my opinion, as it's a lot simpler. It's not placed in the traditional length logo format, but it could easily be updated to be like that.
I do think it's a bit awkward how I had to change the name so that people would understand what the mic is, but it does fit and maybe it was just me who didn't know what it was (although I designed it haha.)
Looking back on it, I should have tried turning the second o into headphones instead of the classic on/off button.
It is also a bit odd how the "mic" and "boom" are touching, but just don't look at too long and you wont notice.
The brief:
Design a logo For a virtual reader called Eezy Reader which incorporates an R into a cloud design. This virtual reader will need both a longer title logo to be displayed on the website, as well as a small application icon. The branding colours preferred were blues and yellows and there were no decisive fonts.
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References:
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The Process:
I came up with some initial sketch ideas which incorporated an R into a cloud, trying to take inspiration from the references, but not copying them exactly. I soon found that the client didn't have an exact idea in mind and was more eager to see the digital version, so I hopped on Illustrator and came up with the following. It was a very confusing process, as the client kept asking me to change the whole thing - although they were very grateful for my work.
Although I churned out many logo ideas, we did not come to an final conclusion :(
Reflection and Feedback:
Honesty is the best in terms of learning, so I will admit that the client was never happy with any logo in particular. It was quite difficult to understand what they wanted on my side - as I was asked to design many different ideas. However, the client was kind and thankful for my effort.
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My personal favourite was the lighting bolt Rs. The way that the 'e' fits in snug with the cloud round and the lighting bolt is a nice way to appeal to younger viewers, as well as being recognisable as a stand alone application button. The font choice works well too - being edgy, modern and legible - with a well balanced use of colour.
I also like the clouds on the bottom right, but they are just slight variations of one of the references.
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