The Project
Develop a fun and engaging Image Source thank you logo to be printed on a suite of gifts rewarding customer’s who provide referrals. The theme for the new logo is “You Are Awesome” and must incorporate either the Image Source logo or the icon in a subtle but noticeable way.
The Creative Process
Focusing on the theme “You Are Awesome” a list of key terms was generated to guide in the creative process and market research. Some of the stand out key terms were fun, retail-inspired, appreciation and teamwork. Market research was then conducted—focusing on the key term retail-inspired—by exploring the current popular themes appearing in retail trends.
Logo Design
The market research uncovered some reoccurring retail themes with a heavy focus on retro and 70’s vibes. After developing a mood board, several logo ideas were explored by combining typography, color palette and retro design elements with the theme. A key element in the new logo design was to make sure that the brand guidelines of the Image Source logo were met while incorporating it into this new referral gift logo. The Image Source logo and icon needed to be in one of their approved colors: PMS 166 Orange, PMS 367 Green, black or white.
The Complete Set
The idea behind the referral gifts is that each time a customer sent a referral, they would receive a different gift. After referring so many people the customer would collect a complete set of referral gifts that are different items but all incorporate the new logo. Wanting the gifts to be useful items the customers would keep and use, it was decided for the gifts to be a notebook with coloring pages incorporated into it and a set of colored pencils, a pack of ten notecards featuring five different designs and a tote bag.
The pack of greeting cards were designed by taking common greeting card themes such as “Thank You”, “Happy Birthday” and “Hello” and incorporating the design elements of the new logo. Combining design fundamentals of composition, balance, and symmetry, with the color palette and typography of the logo created five different cards that complement one another and together make up a full set.
To complete the full branding experience, rather than mailing out the gift in a standard brown box, a custom box was designed to surprise and delight the customer. Being mindful of where the shipping label will go and how it will incorporate into the box design, a blank space was left of the bottom of the box. Whereas, the top and sides included all of the design elements from the new logo and incorporated the Image Source logo. The bright colors will be an exciting surprise and will stand out from all of the other packages in the mail.
Skills Used
Iconography / Market Research / Logo Exploration / Branding Guidelines / Logo Development / Color Theory / Typography / Layout Design / Composition / Design Fundamentals / Adobe Illustrator / Print Production / Templates