This logo design was for my final project in visual communication. As I am still progressing in my abilities with Adobe tool I didn't get exactly what I was after but it was pretty close. I did want something that had the feel of flowing lines with some artistic value because that is what photography is to me, an artistic expression of what I see. The tagline i'm using states - Touch My Heart Memories - which I added and actually like better because I like the tag line included - I wanted the logo to be the depiction of a heart that was also flowing and artistic as well. I was not sure on the color so for thies project I chose purple because it is my sisters favorite color - purple. My sister passed away this year unexpectedly and it seemed fitting for this project. My favorite color is tourquoise so I may incorporate that also. If I do that I may add some color combinations with different shades or tourquoise. I like the color tourquoise because I like the energy and the calm that is reflected in the color.
I want the heart color to contrast with the typeface which is the focus. The heart logo a part of the type so contrasting coloring makes the type stand out as the focus of logo message. I chose the type of lettering from Dapont called Harmony because I liked the artistic flow of the lettering. I did change the kerning of the letters, moving them a little closer together but I liked the tracking of the word spacing so I left the tracking as is. I might play with the proximity of the type in regards to the heart but I still want to keep the emphasis on the type. For a business card I would like to add a photo to the background to emphasis the actual business of photography using one of my own photos but we'll have to see how that looks I may have to change things up depending on the photo I choose.
Business Card Front - I chose the colors mainly for personal reasons but also because the colors depict certain aspects that I want the company to exemplify. There is a psychology behind peoples reactions to certain colors making color one of the first items people notice and remember linking the color in their mind directly to the company, making color one of the most important aspects to pay attention to. I chose purple first to remind me of the sister I lost as it was her favorite color. Second I chose purple because purple conveys creativity which is what I want my photography company to be reflective of. I chose tourquoise because it's my favorite color and it is a form of blue which conveys trust. My photography is an artistic and creative outlet for me which is what I try to convey in each image I take. The colors of purple and tourquoise reflect creativity and trust. I chose a simple minimalistic artistic watercolor like heart to again convey the artistic approach I take with my photography. I wanted the tagline 'Touch My Heart Memories' grouped with the logo because the tagline reflects the image of the heart logo and creates a connection between the two. The heart logo wasn't exactly what I had in mind but I was unable to manipulate the tools in AI as well as I wanted to, that will take some practice. But considering my lack of expertise in AI the heart logo still had somewhat of the flowing artistic effect I was after.
The heart logo is the main visual image in the heirarchy of the logo, company name and tagline grouping. I used the white background, the gradient purple edging and the tourquoise verticle ribbon to frame the logo grouping putting emphasis on the groping so the heart would stand out. I was after a simple distressed looking heart rather than one having perfectly clean lines again reflecting my love of watercolor designs. I chose the font for the creative aspect of the softly flowing lines but also the T and the P in the font are strong and stand out in the name. I used black to make the lettering stand out while still creating an artistic flow with the lettering in the company name. The T in Tams that is partially inside the heart creates a connection between the heart and the company name with the tagline below - creating an all around connecting aspect to the Logo.
I chose to add the touquoise line down the left side of the business card to add a beginning linear ribbon like line, drawing the eye in with the line and then around to the logo, allowing the eye of the viewer to follow around the business card to the right, down to the name, address and then back around to the final info of the website and phone number. I grouped the address info together in the lower right hand corner and the electronic info and phone number on the left bottom side. I wanted the viewers eye to be drawn from the edge with the gradient color, to the contrasting color of tourquouse, with the focus on the Logo and grouping, then the eye following the information around the busines card and back to the logo grouping. I decided to keep the back ground white because I wanted to keep the soft look so the emphasis was on the stronger artistic image of the logo with the contrasting colors allowing the logo grouping to stand out but at the same time creating a visual flow for the viewers eye while following the path of information around the business card.
I used different typefont and the color black for the company information to create a contrast between the information and the logo. I wanted the heart to be remembered by the viewer connecting it to the company values of trust and creativty creating the branded identity I was after. I also chose to add the gradient color of purple on the top and the bottom edges of the front of the card as a framing method for the logo message which added to the overall effect. I feel there is consistency throughout all the pieces creating a nicely branded image. All in all pretty happy with my first project in AI and ID.
Business Card Back - I used the same concept of color and design for the back of the business card to reflect the message of the front which I have explained per the business card front. The color purple is not reflecting the exact color purple I wanted as it seems more blue, not sure what caused the change in color but I'm sure I'll learn the more I do. I took a little different approach witht the back of the business card, still using the tourquoise line to draw the eye to the front, also matching the front of the card. Same colors to keep the flow of the card the same for the same reasons as the business card front. But I chose to utilize the gradient purple in a different way to emphasis a side to side flow starting at the edge of the card with a deeper purple and gradually softening towards the other edge as if fading into the distance. While the eye moved from the left side of the card to the right the viewer encounters the company name along with what the focus of the company is.
I used the same black color for contrast so the words would stand out but i used a different font than the front because I didn't want the type to be exactly the same as the front which allows the front grouping of the heart, company name and tagline to stand out and be more easily remembered. I aligned the text with the verticle tourquoise line creating another yet different framing effect. I kept it simple without a lot of business keeping the proximity farther apart so again when a viewer looks at the back of the business card the remember the colors because of the contrast and the company name because it stands out. The QR code on the left is the little bit of ugly required by my instructor, something I would not add or keep on the card if using for real. Or if so I would make it very simple and tiny because it takes away from the visual imagery I was going for.
Envelope Front - I utilized the same theme with the contrasting colors of purple and touquise to reflecting the values of creativity and trust per the colors - keeping the same theme as with the business card front, logo and tagline. I utilized the side to side gradient purple edging only along the left side to keep the envelope simple with the logo and company name along the bottom for emphasis on the company. Also because there is other info that needs to be added to the front of the envelope, the to address, to postage and stamp on the right and the bar code that goes on the bottom right corner. I wanted to keep the lines and the flow of the evenlope simple without being over busy. I did add another simple effect turning the 1 tourquoise line into two smaller verticles lines creating the same visual effect but adding a little bit more the the creativity which I was able to do because an envelope is larger and splitting the one verticle line worked on the envelope where it did not visually work on the smaller area of the business card. Again using black lettering with the same fonts for continuity and branding awareness.
Letterhead Design - I wanted the letterhead to follow the exact same lines and theme as the business card and evelope again using the same contrasting colors emulating the same gradient purple edging with the split verticle line for visual emphasis reflecting the companies image and values. The split tourquoise verticle lines worked well with the letterhead also because of the larger viewing area. Placing the grouping of the heart logo, the company name with tagline at the top left for emphasis on who the letter was from visually taking the view into the text message and ending up with the company address, phone number and website located in smaller typefont at the bottom of the page, in black so easy to see and find but still a simplistic visual approach to be remembered. I also added a horizontal tourquise line but criss-crossed the verticle and horizontal lines on the top left right creating a subtle ribbon weaving effect which frames the grouping of the heart logo grouping also drawing a visual line between the company and the text that would be included. The horizontal and verticle lines also create a visual text box allowing for a framing effect when a message is included.
Letterhead with Text - The same theme just showing the framed text included in this example. I love the little tail on the heart logo as it leads down towards the text message - which is jibberish at the moment but allows for the effect of how a body of text would look like visually.
Heart Logo FB - Resized to fit FB post, created with flowing distressedlines including the little heart tale visually showing the artistic background of the company and adding a little twist of fun into the mix. The purple color reflecting the messge of creativity which is the heart of the company.
Heart Logo Twitter - The fun artistic heart logo resized to fit a twitter post - also reflecting the same company values with the creative color purple.
FB Social Media Cover - I chose this image first because flowers have such beauty with the gradient colors on the petals, the dew drops on the petals adding to the artistic touch. I like the lines of the flower stems that are on both sides of the flower creating a framing effect for the positioning of the flowerhead. The stems in the foreground are in focus with blurring and fading occuring on the far stems as the eye moves from left to right also creating a depth of field that adds emphasis on the flower. I positioned the flower offsetting it to the left more to add to the visual emphasis that the flower, a thing of beauty is the focus which is framed by the greenery of the stems. The why is depicted in the creativity of the photo image which then also reflects the values of creativity and trust for Tam's Photography - Touch My Heart Memories.
Twitter Social Media Cover - I chose this photo image for a couple of reasons, partly because the message the image creates can have a profound effect on others if they understand what the message is. I created this image in one of my photography classes - first to create awareness and second to depict a message. The verticle bars take on the effect of an individual who is standing in the background because thats where society wants to keep them (those who have tattoos) but holding on to something solid with a visual show of courage with the focus on the tatoo image.
I am not sure what the image says to others but because I know the context of what the image represents which is the unacceptance of tattoos in today's society. While tattoos are becoming more acceptable today there are many people and companies that discriminate against individuals with tattoos. Having a tattoo shouldn't be a criteria for accessing an individuals skills and competency needed for employment yet many are still discriminated against. That is part of the creative why aspect I would want my social media to reflect about my photography companies values and stand on societal issues as well as creating a message of trust and acceptablity.
