Design Brief
Client Name: ISB Fringe Festival
Background information: This year will be ISB’s 2nd Fringe Festival. Last year was a big success, but the first iteration of the logo was slightly rushed and so it’s time for a proper effort.
Context: T-shirts, posters, web pages, stickers, lanyards, etc.
Targeted Audience: ISB community [students, teachers, & families]
3 Keywords/Images:
- Creative
- Community
- Music
Inspirational Padlet:
Design Process
1) Generating Ideas: Sketches
As I began to develop some ideas for the fringe festival and food truck logo, I drew out 20 sketches based on my design brief. I referred to the top tips and tried different categories from the ideation matrix. I first tried out type, actually writing out the word “Fringe Festival,” but then also tried geometric shapes to keep the logo simple. The inspirational photo #5 and logo #2, #3 inspired me a lot when creating these ideas.
2) Drafts in Affinity
Idea #1 Musical staffs and notes
This design was the first one I came up with after looking at the inspirational photos and logos. This idea came from logo #2 in my inspirational padlet. I thought the group of circles could be the musical staff but also represent the LP record, and the letter “f” in the middle represents the forte sign in music but also the letter “f” from fringe festival.
Idea #2 Piano key / Idea #3 LP player
For these two Ideas, I was inspired by the LP record picture from my inspirational padlet. I tried to use geometric shapes and then I thought of using the circular shape that can represent the LP record and the theme of music.
Idea #4 Letter
In the previous three ideas, I’ve tried geometric shapes and symbolic designs. As I continued developing more ideas, I also came up with logos with letters.
Other Ideas
3) Developing the Ideas
Idea #1
Idea #2 
Idea #3
Idea #4
4) Reviewing the design brief (12/14)
My ideas for logo design reflects my design brief as it includes the key words and concepts I’ve planned out.
I referred to the top tips from the video we watched from the first class. I started brainstorming by drawing out different ideas on paper, and moved on to Affinity. Rather than using an actual illustration of violin or microphones that symbolizes the fringe festival, I tried to use geometric shapes to keep the logo symbol and functional. After trying some geometric shapes, then I also tried adding some other symbols. I created my drafts with black and white, then added some colors to make sure the logo represents the festival even when they don’t have any colors. I think making the logo smaller helped me a lot because it allowed me to check if I have to make the logo much simpler or not, to make sure they can effectively show the audience the product.
My peers and teacher’s response to my fourth idea was that it effectively communicates the design brief with the boldness and information included in the logo.
5) Feedback
Idea #2
When I first created the draft of my second idea, I used yellow and brown in it. However, the feedback I received was about the colors and the thickness of the circle. So, to better match the theme of fringe festival, I changed the color into black and white instead of yellow. Moreover, I adjusted the thickness of the circle so that it would look better with letters on it.
Idea #4
The feedback I got for my Idea #4 was that the arrangement of the letter can be a bit confusing for the audience to read the letters. So, I tried to lengthen the letter “F” (the musical note), to clearly indicate that “F” is for both “ringe” and “estival.” Then, too make sure people could recognize the word “Festival,” I added two lines, making a flipped “F.” I believe by stretching the letter and adding some edits to it made the logo more recognizable.
6) Decision, Feedback, and Reflection
I decided my last idea as my final logo. The last feedback I got was including some more information about the logo, so that people could easily notice what the logo is for. So I added the name of the client, ISB, and the year this festival is going to be hold.
7) Mockups
Formative Task vs. Final Task
Comparing it with my formative task I’ve done before I learned about logo design, I found out some improvements. First of all, the most noticeable change is the use of specific font. Because I used ProCreate for my formative task, I wrote the letters in the logo myself and did not use specific font. However, for my final design task, I chose a certain logo for a specific reason. Also, since I learned that the logo should have minimal but enough information for the audience to recognize what the product (or event) is, I included more information on my final design.
8) Presentation Example
Example 3 – PRATUM Apartment Development
What does the presentation do well?
- It presents the logo simply on its own, placed on a page with negative space, so that their clients can get a clear idea of their logo.
- It includes the colors they used, so the clients can apply it to different things they need.
- It shows the logo on different contexts to clearly present how it looks when it is applied to actual context.
- It includes photographs that relates to the theme.
What’s unclear about the presentation?
- It includes the information about the design they are making but did not include why they made certain choices when designing the logo. Adding explanations about their design choices would improve their presentation.
- There is no photographs about the apartment which is their actual product.
9) Final Presentation
I decided to 8th note symbol to represent the letter “F” in fringe festival. I think that the one “F” that is flipped around makes the logo very unique and memorable. In this logo, I believe that I’ve successfully used the design elements and principles: type, shape, color, movement, and negative space. I chose to use the font ‘Arial Black’ because I thought the boldness of the font could emphasize the musical note symbol very effectively. I chose to use a different color for “ISB 2022” to make people’s eyes start from that letter and follow through, also creating the movement. I think the negative space in the bottom gives the head of the musical note heaviness, bringing attention to it. I think I did well on creating an unique collaboration of type and symbol. If I were to do this again, I would find better mockups that could present my logos more effectively.
Finished logo:
Presentation:
