The Idea

In keeping with my theme for this course, I wanted to create a logo design for an association. My mock association is the “National Members Association”.

A general search of “association logos” showed me that most association logos are designed with simplicity in mind. They are typically comprised of an image, the association’s name and about 2-3 color combinations. This gave me a general idea of what I should include in my logo design. 

While brainstorming what my design should be comprised of, I wrote down what I thought would be essential aspects in a logo.

• First, I wanted the main image of my logo to symbolize a group of people or “members” which I believe are the backbone of an association. You can read more about their importance in my past blog post here.
• I wanted the overall logo design to be simple (not fussy or too abstract).
• I wanted the logo to look sleek and professional – again an important part of creating the overall image of an association.

The Design Process

I first started with an 800 x 800 pixels artboard. I then created a white background using the rectangle tool. This background was then locked in place.

My next step was to create the main image on my logo. I used the rectangle tool and created one long lean rectangle. I then used the curvature tool to bend it into a shape that I desired – a half crescent shape. I then created a circle using the circle tool and placed it above the half-crescent to look like a shape that resembled a person. I grouped the two shapes and created a mirrored copy to place on the other side. Next, in order to create the middle shape of the image, I copied the two mirrored shapes, layered them slightly above one another, then used the shape builder too to turn it into one new shape. I placed this new shape behind, but in between the two original mirrored shapes. Then I placed a circle above it. I kept the stroke for the shapes at 1 pt. This new group of shapes now resembled a group of individuals – which is intended to symbolize members of an association.

I grouped each of the “person” shape so that I can give them their own individual colors. The colors I have chosen are dark blue (0071bc), royal blue (336699), and teal (339999). I chose these color combinations as I wanted an aesthetic combination that appeased to most audiences and exerted professionalism. For the circles, I used radial gradient at a 0-degree angle. For the body (half crescents) I used a radial gradient as well, with a 0-degree angle and 100% aspect ratio. For the middle body, I used a radial gradient at a 0-degree angle and a 400% aspect ratio.

Next, was to create the text for the logo. Using the type tool, I created the top text “National” in Copperplate Gothic Bold, size 84. I then placed a rectangle behind this text to act as a banner. I grouped the text and banner together and by using Arc at 0 degrees, created the top banner. The bottom banner “Members Association” was created using the same text, with size 43.55. Both the top and bottom banner color was a darker blue shade (1e5e82). I placed this banner at the bottom of the image. Lastly, using the type tool, I added the “est. 1950” as I saw during my research that many associations like to add the date in which they were established in order to build trust and credibility with the audience.

Peer Feedback:

The feedback I received from my peers mainly pertained to the font size of my text and its placement.

I agree with the comments I received from my group that the font could use a bit of work. I figured that the main logo image had a modern feel, but the text looked too traditional, so I changed the font to a sans serif for a more modern look. I also increased the size of the text so that it won’t get distorted on different print sizes.

I also played around with the placement of the text. I was not 100% certain of the initial placement with the “national” at the top and “members association” at the bottom, so instead, I placed all the text in one banner underneath the image.

New Logo (FINAL VERSION)

After revising my initial logo design based on the feedback received, I still wasn’t satisfied. The only look I was please with, was the main silhouette image I created. I took a step back and started from scratch. Below are the steps I took to create my final logo design.

• I first started with an 800 x 800 pixels artboard. I then created a white background using the rectangle tool. This background was then locked in place.
• Using the grid and ruler, I placed a line at 400 to find the center.
• I used the Ellipse tool to create the outer circle (holding down shift to ensure evenness).
• I created 3 circles at different strokes (outermost circle = 3 pt., middle = 13 pt., inner = 12 pt.)
• I then created crescent shapes using the rectangle and curvature tool, the shape was mirrored and then layered on top of each other to create a human form. By using the shape builder tool, I was able to create new shape that resembled a human silhouette.
• The left and right silhouettes were created by making another crescent shape via rectangle and curvature tool. I then mirrored this shape and place them both in front of the human shaped image.  The strokes of all the silhouettes are 3 pt.
• I then used the shape builder tool to trim the shapes that overlapped the smallest circle for a cleaner effect. It made it look like the silhouettes were inside the circle.
• I created small banners for the “est. 1950” text. I used curvature tool to create the preferred shape then mirrored and placed on the other side.
• For the “National Members” part, I created a circle using the ellipse tool, then using the “type on a path tool”, I was able to set my text along the circular line. I placed “Association” at the bottom.
• I stuck with the blue hues as my logo’s color. Blues are often associated with trust, security and reliability which is what an association should be known for. The chosen colors are below.
  • 004f7f – colour of outer circles
  • 003e5e – middle silhouette and letters
  • 0071bc – right silhouette and left circle
  • 339999 – left silhouette and right circle

And there you have it! My final logo design… I feel that this new logo design embodies a trusted association. The new design is sleek and professional, yet simple and straightforward. It isn’t too clustered, and it is not too abstract. The letters are easy to read, and this logo design can be shrunk down and blown up without distorting the elements. I am finally satisfied with the final look.

Below you will see the progression of my logo design.

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