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Design a complete brand package for a classmate by researching their brand, creating logos, and presenting your work professionally.
Mood Board
Your Task: Create a Pinterest mood board that captures the visual feel of your brand. You can also make the whole mood board in Illustrator
Why This Matters: Your mood board is the visual research that guides every design choice you'll make. It's your "proof" for why you picked certain colors or logo styles.
What to Include:
Minimum 25 images total
At least 3 logo examples (brands that feel similar to your vibe)
A mix of inspiration: colors, textures, photography, typography, and design styles
Organized into clear sections (e.g., "Color Inspiration," "Logo Styles," "Photography Feel")
Save the URL or link to your board
File to Submit: Pinterest board link to teacher and designer
Onboarding Client
Your Task: Interview your classmate to understand their brand inside and out. If you are the "brand" you need to decide some things that make you distinct.
Questions to Ask:
What do you do or represent?
Who are you at heart?
Are you musical, mysterious, adventurous?
What kind of people would you work with?
Who is your ideal customer or audience?
who
What feeling or emotion should your business give people? (e.g., playful, professional, bold, calm)
What are your top 3 business values (fundamental beliefs and guiding principles that dictate a company’s culture, behaviors, and strategic decisions)? Need Examples:
Integrity & Trust: Acting with honesty, ethics, and transparency in all operations.
Innovation & Creativity: Encouraging new ideas, experimentation, and adaptability.
Accountability: Taking responsibility for actions, ensuring quality, and striving for excellence.
Collaboration & Teamwork: Supporting one another, celebrating wins together, and fostering an inclusive environment.
Sustainability: Commitment to environmental and social responsibility.
Are there any brands (competitors or inspiration) you like or dislike? Why?
Who are their faves and their loves?
Who is not quite right for their style?
What's one thing people should remember about your brand?
How to Do This:
Write down their answers clearly
Ask follow-up questions if needed
Look for patterns—what words or themes come up?
Summarize their brand in 3–5 key attributes
File to Submit: Onboarding notes document (typed or neatly written) to teacher
Color Scheme
Your Task: Create a professional 5-color palette in Adobe Illustrator.
What to Do:
Open Illustrator and create 5 color swatches that match your mood board
Make sure the colors work well together and support your client's brand feeling
Export the color palette as a .png image (so people can see the colors)
Color Checklist:
Do the colors feel like your client's brand?
Do they work together (not clashing)?
Can text be read easily on these colors? (Check contrast)
Would these colors work on a website, business card, and billboard?
Files to Submit: 1 .png file of colors labeled and visually curated
Logo & Wordmark
Your Task: Design three different logo options.
Each option must include:
A logo mark (a symbol or icon that represents the brand)
A wordmark (the brand name in a custom font/style)
What You'll Create:
Three completely different design directions
Each delivered as a vector file (.ai) AND (.png) image (6 total images)
Logos should look good at any size (small on a business card, large on a billboard)
Design Tips:
Let your mood board guide you
Make each option distinct—don't just change colors
The logo and wordmark should feel like they belong together
Keep it simple—the best logos work with just a few shapes
Files to Submit: 6 files per option (3 .ai files + 3 .png files)
Presenting to Client
Your Task: Create and deliver a slide deck explaining your design choices.
What to Include:
Your Client's Brand (1 slide): Who are they? What do they do?
Your Research (1 slide): Show your mood board and explain what inspired you
Your Design Decisions (2–3 slides): Walk through:
Why you chose these 5 colors (tie them to mood board images)
Your three logo options and what makes each one different
How each logo connects to their brand personality
Your Final Recommendation (1 slide):
Which logo do you think works best and why?
File to Submit: Presentation slides or recorded video link
0309_LuckyPenny_2024VADAMural_Ph2Rd1.pdf📋 Complete Submission Checklist
By the due date, submit ALL of the following in your class folder:
Pinterest mood board link (25+ images, 3+ logos) (link submitted)
Onboarding notes document (doc file)
5-color palette ( .png file)
Three logo options (3 .ai files + 3 .png files)
Presentation (slide deck link)
Big Picture
Overall Look and Feel
What feelings does it communicate? What does it remind you of?
Does it communicate a subtle theme or message?
Who do you foresee being drawn to it?
Who do you foresee being turned off by it?
Who is the intended audience?
Sensitivity Gut Check
Are there any subtle or overt points of misinterpretation?
Is the mark overtly stereotypical in a way that could offend?
Type Hierarchy
Are the most important words being emphasized?
How can we optimize hierarchy for the quickest read?
Shape
What is the overall shape of the logotype?
Will this shape be easy or difficult to work with in various layouts?
Will the logo work easily as an avatar on social media?
Basic Legibility
Could any letter forms be misinterpreted?
Does the logotype contain any letter forms or letter form features
that consistently prove problematic in terms of legibility?
Examples would be open loops forming vertical strokes, certain
forms of script letter forms, open counters in letters that would
traditionally have closed counters, etc.
Scale
What is the smallest size the logo will be used? Do adjustments
need to be made to improve legibility at small sizes?
What is the largest size the logo will be used? Do adjustments
need to be made to make the logotype feel more elegant and
less heavy-handed at large sizes?
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