Redesigning the Arlington Chamber of Commerce Logo

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A logo is a recognizable graphic element, 通常包括一个名字, 象征, or trademark that represents an organization or product. 它是最重要的设计元素之一,因为它为你的其他营销活动创造了基础:网站, 名片, 标志, 和广告. 标志发送 总体信息 威尼斯游戏大厅你的商业品牌.

Often one of the first things a business does when they start out is to create a logo. 也许他们自己动手,问一个“艺术”的朋友或雇佣一个在线供应商——仅仅基于成本. 这是不幸的,因为最初的标记可能会在很长一段时间内成为企业的标志.

威尼斯游戏大全建议从一开始就与设计专业人士合作,这样你的标识就能准确地反映出你的业务专业性,并给你的潜在客户购买你产品的信心.

...if it isn’t easy to underst和 how to buy from you 和 easy on the eyes, 你的潜在客户已经不在了.

经营一家企业需要很多成本,所以想要偷工减料是很诱人的, but a poorly executed visual 和 content hierarchy has an opportunity cost. Did you know that 94% of online first impressions are design-related? 63% of purchasing decisions are based on color alone! 可怕的是,93%的人离开一个网站,是出于设计或可用性的原因. That means if it isn’t easy to underst和 how to buy from you AND easy on the eyes, 你的潜在客户已经不在了. 一个精心设计的故事和品牌将在未来几年获得收益,并将带来欢乐✨sales💵和一点自豪感! 😀

The following article outlines how after an extensive RFI process, 阿灵顿商会创立于1924年的非营利组织“设计力量”(威尼斯游戏大厅)选择重新设计他们的标志. 威尼斯游戏大全很荣幸能有这个机会,因为商会是阿灵顿的一个机构,在联系业务方面一直扮演着重要的角色, 非营利组织, investment 和 philanthropic communities of this dynamic county.

阅读本案例研究将让你深入了解logo的设计过程,以及当你聘请专业设计师来创造一个持久的标志时,你会期待什么.

 
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Underst和ing the Past 和 the Vision for the Future

Every design project begins with discovery 和 this one was no different. To define our goals we must underst和 our client, 他们的历史, 和 what they hope to achieve with the redesign.

The assignment was strictly a redesign of their logo 和 not a total br和 refresh. 他们现在的标识已经有20年的历史了,在今天的媒体中已经不太适用了. 第一个问题是视觉层次.

这张照片显示的是第一个在右下角的Chamber标志,一直使用到20世纪80年代. 左边的徽标代表了上世纪80年代至2000年代的商会徽标,最后是右上方的徽标,直到现在仍在使用.

这张照片显示的是第一个在右下角的Chamber标志,一直使用到20世纪80年代. 左边的徽标代表了上世纪80年代至2000年代的商会徽标,最后是右上方的徽标,直到现在仍在使用.

重点是“商会”和该组织的名称“阿灵顿商会”和三个字的标语,现在被认为过时了.

既定目标:

  1. Increased prominence of the location ARLINGTON

  2. 可伸缩(领针到标识)

  3. 作为图标很有用

  4. 刷新蓝色调色板

  5. 成为世界级的(呃😬没有压力)

最初的概念

After the initial meeting with the Chamber President, 凯特·贝茨,董事会主席, 格雷格•汉密尔顿, I researched other Chamber 标志 和 created a Pinterest董事会. It’s always insightful to see what others do before brainstorming ideas. I decided on three concept directions based on our discovery meeting 和 the goals.

商会雇用我的一个附加价值是我作为阿灵顿居民的三十年和我在阿灵顿县做平面设计工作的二十年. I’m very familiar with our county map 和 the storied history behind it’s formation. 我知道我的一个想法会包括它,格雷格和我同意我应该试一试. It’s quite a challenging shape but very unique.

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第一个概念使用上述的乡村形状抽象地唤起技术和自然. 它以三种颜色的竖条为特色,不同长度的竖条暗示着河流、建筑和天空. It also had a sound wave/tech vibe that undulates. 我简化为ARL,这样我就可以将地图图标置入创建矩形的类型中. I also wanted to see if it would be a viable option. 的字体, 格雷夫森德, is a newly designed typeface influenced by the crisp, geometric san serifs of the 1920s — a homage to the Chamber’s beginnings.

The second concept was a play on using the @ 象征. The @ 象征 is a necessary keystroke for links, connection AND conveniently an A! I was thinking about #3 in the stated goals — a useful icon, so I surrounded the “a” with two “c”s 和 tucked a playful tagline “Where It’s At!"进入圆圈. I used the italicized version of typeface, 布莉, for “Arlington” because it’s modern with a bit of whimsy in the “g”.

Left to right: Shirlington Gateway which ushers all into South Arlington. It’s a multi-tenant building w/ several kinds of companies as well as VHC. I love the Brancusi-like shape 和 how it’s sighted. 下一个 is the DCA Air Traffic Control Tower, designed by architect Cesar Pelli. 国家机场的历史和对商界的重要性不言而喻. 正立面代表着小型企业,其灵感来自该郡西部的Westover. The trees are a nod to our beloved parks 和 trails which many use to commute to work. 空军纪念馆反映了军队和游客的存在,罗斯林的Nestlé建筑代表着大企业.

Left to right: Shirlington Gateway which ushers all into South Arlington. It’s a multi-tenant building w/ several kinds of companies as well as VHC. I love the Brancusi-like shape 和 how it’s sighted. 下一个 is the DCA Air Traffic Control Tower, designed by architect Cesar Pelli. 国家机场的历史和对商界的重要性不言而喻. 正立面代表着小型企业,其灵感来自该郡西部的Westover. The trees are a nod to our beloved parks 和 trails which many use to commute to work. 空军纪念馆反映了军队和游客的存在,罗斯林的Nestlé建筑代表着大企业.

最后一个概念是说明性的. I had in mind other Chamber 标志 that featured their skyline. 我不想只关注阿灵顿的一个天际线,所以我画了代表这个国家不同地区以及不同商业部门的标志性建筑. 不可否认, 这个概念是一个倒退,可能过于详细的可用的标志,但通常当我做初步的概念, I go “junk drawer” 和 if it gets picked, I “玛丽近藤.”

As an aside, I designed two more concepts but decided they didn’t pass the “如果客户真的喜欢呢?” 测试. 这是我在展示了一些不值得提交的logo概念后学到的东西,但我还是把它们包括进去了. “Uh, that’s not the one you were supposed to go with.🤔现在我必须对一个标志的整体概念价值和可用性有信心——这意味着不超过两三个概念. If it were a logo for a product or a large company, 研究和迭代会更彻底,但对于小型企业(威尼斯游戏大全主要与之合作), 这不是必要的.

第一个客户评论

阿灵顿商会(Arlington Chamber of Commerce)成立了一个小型工作组,对每个概念的优点进行辩论. Critiques are one of my most favorite things — it’s my 外向的性格类型. I love putting my work up there 和 “throwing a few darts at it.“我的云母教育为我做好了充分的准备. 👩‍🎨

工作组真的很喜欢第一个概念,但更喜欢第三个概念的排版. 地图图标仍然需要改进,三种颜色也存在问题,因为商会仍然使用一种颜色进行交流. They definitely did not want to abbreviate their name to ARL or ACC. I waxed on about the merits of using just “Arlington Chamber.” No dice, they felt “of Commerce” was still needed.

玩完地图图标后, 平滑出来, 概述了它, 精炼的边缘, I knew I had to ab和on the three color concept even though I was attached to it. 😞 There wasn’t a way to translate it into one color 和 grayscale wasn’t appealing.

玩完地图图标后, 平滑出来, 概述了它, 精炼的边缘, I knew I had to ab和on the three color concept even though I was attached to it. 😞 There wasn’t a way to translate it into one color 和 grayscale wasn’t appealing.

最后的标志

通过与凯特和格雷格的讲解视频和电子邮件进行了另一轮对话,然后是最后的工作组会议. We debated blues 和 teals, uppercase vs. upper 和 lowercase, 和 finally, the icon in relation to the name. I created mockups showing what the logo would look like on letterhead, the member plaque 和 of course the website. 威尼斯游戏大全有了一个赢家……

The final two-color rendition of the logo

The final two-color rendition of the logo

揭幕

在最终审查和logo完成后,威尼斯游戏大全以EPS、PNG、JPG和PDF格式交付了它. We also created a comprehensive logo style guide delineating proper usage of colors, 定位和排版.

With the logo officially blessed 和 within deadline, 商会在年底的年度会议上宣布——三百五十名同事同时观看我的作品. 😳

从那时起,它就融入了他们的环境和各种各样的交流中. It’s exciting to have designed a mark that will be in use for quite some time. 也许20年后的下一个设计师会看到它并认为“这需要全息化!”

Left side: old logo / Right Side: new logo

Left side: old logo / Right Side: new logo

结论

设计一个标志需要目标、研究、探索和一个大致的创意过程. Budget 和 timeline impact how we execute too, but for the most part this is an accurate reflection of our logo design process.

你想讨论你在这里读到的任何东西,或者你想让威尼斯游戏大全为你的业务创造一些独特和持久的东西? 让威尼斯游戏大全聊天! 看看其他的 标志 威尼斯游戏大全设计了.


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