CONCEPT BRIEF:
Abundant Life Digital Services Co. is a fictional brand I created for a branding project in a Digital Media I course. They are a digital marketing company that does multiple digital marketing services as well as social media management and graphic design. Their mission is out of the Bible verse John 10:10, which states, "The thief comes only to steal and kill and destroy. I have come that they may have life, and have it to the full." Because of this, their target audience is smaller businesses, churches, and organizations who want to grow in abundance through upgrading their branding and marketing efforts. In this project, I was asked to create a logo, branding guidelines, business card, social icons, and a letterhead. All of these deliverables are available in my portfolio. I started with the logo.
DIRECTION AND POTENTIAL CHALLENGES:
I had the idea to create a tree logo, because it symbolizes the idea of abundance and all the branches of service that Abundant Life offers. I was a little bit concerned about my ability to pull off this idea because I did not have a lot of Illustrator experience at the time of completing this project. I was also concerned that a tree logo would be a little bit too common and not showcase the brand's unique personality and services.
INSPIRATION:
At the time of completing this project, I was working on a painting and had just discovered a good method for creating lifelike trees. Overall, I was feeling really inspired by trees in general.
FONT DECISIONS:
One of the most important steps in designing a brand is deciding which fonts highlight the brand's personality and goals. I knew that I wanted Abundant Life to feel approachable but still highly professional to create a level of consumer trust. This is why I chose the following fonts.
Georgia (Regular) - Headings
ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghijkhijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Avenir (Light) - Subheadings (capitalized) and Body Text (Title Case)
ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghijkhijklmnopqrstuvwxyz 1234567890!@#$%^&*()
FINAL LOGO DESIGN:
REFLECTIONS:
I remember feeling quite proud at how this project turned out. Since it was drawn from scratch, I faced a few challenges with coloring and sizing but it helped me to learn the program and feel more confident. This was one of my first times feeling confident in my work in illustrator.
