Module 05

“Content precedes design. Design in the

absence of content is not design, it’s
decoration.”
– Jeffrey Zeldman

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P R O J E C T | LO G O : C AT E G O RY & T H E M E

Complete this worksheet before you
begin your research or start sketching
your logo. Use this page to define the
problem you will be solving before you
begin working on the logo itself. The
success of your logo will be assessed
according to the information you
provide here.
content. Most likely it would be middle aged women,
interested in family history, or in finding ways to make
family history interesting to their family. There will be
a broad range of internet usage competency, but most
will at least be familiar with simple tasks and web site
browsing.
MOOD/IDEA CHARACTERISTICS
My logo should communicate feelings of calm and
happiness. Not Excited happiness, but the happiness that
comes with a good memory. Also feeling of discovery.

COMPANY/EXHIBIT My logo should communicate ideas of excitement to find

The company category I have chosen is food. out about your heritage and cultures that you are linked
to.
COMPANY/EXHIBIT DETAILS
I want to get my family, and others, excited about their COMPANY/EXHIBIT NAME
heritage and family history by using something that Eat Your Heritage
already excites them. Food! As we research and make
food from the birthplaces of our ancestors we will share COMPANY TAGLINE
recipes, stories, and best of all, pictures of kids eating Discover your family history through food!
things they find disgusting. It’s in finding the traditions
and stories that family history becomes interesting and
comes to life – and what better way to do that then
around the table?

THEME
The theme I have chosen is country/coulture. Since my
deals with heritage, there is a not a single country or
coulture, but rather countries and cultures aroudn the
world. We will focus primarily on European countries
initially though.

TARGET AUDIENCE
My target audience would be individuals interested in
family history or researching food from different cultures.
While my site may draw in men and women, I believe
women would be primarily who would be drawn to the

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AC T I V I T Y | LO G O : V I SUA L R E S E A R C H
Collect logo samples in order
to understand what a good
logo is. Write a short caption
for each logo describing why
you picked it.

1. Play on the word ‘kitty’ with

yarn that looks like a cat.

2. Scissors that look like a bunny.

1 2 3 4 5
3. House inside the ‘mover’ hand.

4. Lion head creating negative

space in the ‘L’.

5. Is it a black horse? Is it a white

horse?

6. Film looks like a scared face

7. The chicken is a hand making

the sign for OK

6 7 8 9 10 8. Created with one fluid line

9. Is it a nuclear cloud? Is it a chefs

hat?

10. Clean - bed at the hotel

11. Contrast / Asymmetrical balance

12. Contrast from paper clip ‘L’

13. Strengthening something

weathered

14. Person’s hand makes a dog

11 12 13 14 15
15. Love the pattern and repetition
with the dots - balanced, but not
symmetrical

16. We will hear your question

17. Dog grooming?

18. Interesting use of negative

space to create the ‘R’ and the ‘S’

19. Really like the alignment

20. Interesting repetition and scale

16 17 18 19 20

ERIKA CARDON ART 130 | INTRODUCTION TO GRAPHIC DESIGN | 3

P R O J E C T | LO G O C AT E G O RY: V I SUA L R E S E A R C H (PH OTO S E TC .)

ERIKA CARDON ART 130 | INTRODUCTION TO GRAPHIC DESIGN | 4

P R O J E C T | LO G O TO PI C : V I SUA L R E S E A R C H (PH OTO S E TC .)

ERIKA CARDON ART 130 | INTRODUCTION TO GRAPHIC DESIGN | 5

P R O J E C T | LO G O PR OJ E C T: WO R D L I S T S

A word list helps you explore ideas. Holland Myth

Write every word you can think of that Ireland Lore

relates to your compay or exhibit. Make
Italy Ritual
sure you fill this page full of words.
You may need the help of a thesarus Norway Clan

to complete this task. Once the page is Scotland Group

full of words take some time to find and Switzerland Tribe
mark those words that could be turned
Wales Bench
into interesting logo sketches.
Food Counter
World
Dessert Buffet
Continent
Tradition Genealogy
Country
Heritage Lineage
Europe
Family Origin
Asia
Table Parentage
Africa
Ancestry Eat
South America
Cuisine Attack
Australia
Drink Bite
Antarctica
Culture Chew
North America
Custom Devour
Denmark
Folklore Ingest
England
Habit Inhale
France
Legend Consume
Germany

ERIKA CARDON ART 130 | INTRODUCTION TO GRAPHIC DESIGN | 6

P R O J E C T | LO G O : M I N D M A P
Identify interesting
connections

1. caption

2. caption

3. caption

4. caption

5. caption

6. caption

7. caption

8. caption

9. caption

10. caption

11. caption

12. caption

13. caption

14. caption

15. caption

16. caption

17. caption

18. caption

19. caption

20. caption

ERIKA CARDON ART 130 | INTRODUCTION TO GRAPHIC DESIGN | 7

P R O J E C T | LO G O PR OJ E C T: S Y M B O L S K E TC H E S
Identify interesting
connections

1. I like #5 and the movement in it.

2. I like #1 because it is fairly clean

and simple, but I’m not sure how
to show a ‘global’ idea with this.

3. #9 is trying to be holding a
globe like an apple and taking
a bite. It doesn’t look like that
at all in my sketch, but I like the
idea in my mind.

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AC T I V I T Y | A D O B E I L LUS T R ATO R : A N I N T R O D U C T I O N TO T H E PE N TO O L

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P O N D E R | M O D U L E 03

Hi my name is Erika and my favorite

dessert is pumpkin swirl cheesecake. Or,
Cold Stone... Or, mmm, dessert....
Why do you conduct research at the begining of a
design project?
Doing research helps give you a clear idea of your target
audience and who you are delevoping your project for.
A logo should tell you what a
What makes a logo good?
company is about.
A good logo should tell you, or at least give you a good
idea, what a company is about. It should also be visually
interesting, so that it catches your eye.

How many ideas were you able to discover through

your word lists and mind maps?
I found more than I origonally had in my head, but had
trouble coming up with a lot of ideas that fit what I was
trying to do.

How many of your sketches combine two different

objects into a single image?

All of them.

What is the most difficult part of coming up with

ideas to sketch? How did you work through this
difficulty?
Coming up with the ideas!

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