Penn PMO | P4 Logo Process
Client: University of Pennsylvania's Project Management Office
Began: 25 October 2016
Completion: 6 December 2016
Process
Exercise 1 | Word Association
Using the three predetermined words associated with PMO's new brand, P4 — expand each term into twenty similar terms.
Innovate: Create, Foundation, Ingenious, Technology, Initiate, Inspire, Pioneer, Start, Invent, Design, Incline, Organize, Define, Ingenuity, Launch, Plan, Collaborate, Fabricate, Alternative, Forward
Progressive: Move forward, Innovative, Edgy, Increase, Community, Principles, Ideas, Methodical, Advance, Transformation, Inventive, Action, Movement, Forward, Continuous, Radical, Modern, Revolutionary, Dynamic, Conceptual
Successful: Regarded, Accomplish, Goals, Determined, Driven, Focus, Align, Win, Victory, Triumph, Profit, Progress, Inspirational, Talented, Knowledge, Experienced, Ascend, Gain, Absolute, Powerful
Exercise 2 | Timed Sketches (Iterative Process)
Based on my findings in the first exercise (word association), the next task is to translate each of the three core terms graphically in a timed setting. The thought behind this exercise is to iterate as many designs as possible in the time permitted. The result of this exercise is a large bank of graphic elements to experiment with.
Exercise 3 | Compositions
This is the first round of comps that were sent to the client. The logos below are permutations of the original sketches I came up with in exercise two. The sketches from the previous exercise allowed me to deliver a wide range of very different logos from abstract to representational.
From Eight to Three
At this point in the process, logos have been removed, edited, and combined. Since we were nearing a definitive end, I wanted to present the marks in the Penn colors as well as a myriad of different contexts and situations.
Combinations
Nearing the end of the process, the client asked to see two final revisions.
Final Composition
In the final round of edits, the client selected the badge as their primary logo but asked for me to compose it in a way that emphasized the text as well as the badge for instances where the logo could not appear on its own.
Credits: FDR for the logo mockups.
