“All the worlds masterpieces were once only pigments on a palette.”

Your client is a local business named Hope & Anchor (inspired by the design of the Rhode Island state flag). You have been given a paint swatch which can be used as either the primary, or secondary, color of this burgeoning identity system. After establishing a two-color palette, your scope of work is to design a simple logo, recommend a typeface and apply all elements to a handful of materials. You’ll then create a style guide for your brand, specifying your choices and outlining usage recommendations.

PART ONE / Logo, Avatar, Palette

• 3 distinct directions of a simple logomark or wordmark that incorporates the name of the business (1- and 2-color versions)
  You must work with the original color you chose in class, but you can choose any color for the other one, as long as you match your pms colors and test cmyk.
• As you design your mark, think through the various applications listed below. You may want to consider vertical and horizontal options. Also think about what a very simplified version of your mark would be, something that might be used as an avatar to be used in social media ( protip: dont include words in your avatar).
• Print out your ideas and bring to class next week.

PART TWO / Application to Collateral*
Choose one logo to advance and apply it to the following materials:

• stationery (letterhead, business card, #10 business envelope)
• tote bag
• t-shirt
• external sign
• social media post
• billboard advertising the business
• an item that your business would have
• responsive website mock-ups (desktop, tablet, mobile)
• Print out your ideas and bring to class next week.

PART THREE / Style Guide

• Using the template provided (or one of your own), replace all type, artwork, and color information with the details of your brand.
• Make sure that your colors print as you intend them!
• print out your style guide (booklet format) and bring to class next week.

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NOTES

❌ No colorful backgrounds use only white or grey backgrounds for your mock-ups, not colors from your palette (or any other colors).

👀 Use your colors in creative ways and do some branding research. Remember, this is a color class, so think about how color can be used most effectively across your collateral (aka don’t simply place your logo on white materials).

📖 Brand integration: Logos, typefaces, text, and design are displayed consistently in multiple formats, from paper to textiles to anything with a screen.