Full Sail University MFA Design Integration: Logo Redesign and Animation
The objective for this logo revision was to develop a logo that was comprehensive with the Irie Sea Festival brand's personality and attributes. As the previous logo was a reflection and combination of the design elements present on the moodboard, the logo lacked the creative execution of the brand's attributes of the Hawaiian Islands, pride, culture, love, friendship, and unity. In addition, the logo needed to have the ability to be resized for various print and digital applications, which could have presented itself as problematic for the original Irie Sea Festival logo.
Irie Sea Festival Moodboard
Previous Irie Sea Festival Logo
This previous Irie Sea Festival logo's design lacked character and could be difficult to resize. With The Real Competition is Clutter concept by Marty Neumeier, the evaluation of the Design Committee, the Think Cap Design Co.’s Go-Go’s logo redesign, and the Irie Sea Festival moodboard and brand identity in mind, the following sketches were developed.
Previous Logo Animation
Step One: Logo Sketches
Each logo sketch's goal was to communicate the Irie Sea Festival brand attributes of islands, pride, love, friendship, unity, and culture, be complementary to the brand's personality, and streamline the logo's overall design and resizability. During the process of redesigning the Irie Sea Festival logo, several logo sketches were developed. After receiving peer and instructor feedback, sketch #4 was chosen to be further developed into the Irie Sea Festival's new logo. It provided the sea turtle element, which represents pride, love, and friendship. Along with the rainbow arcs, that are a Hawaiian symbol of divine connection and each physical Hawaiian Island, this design element contributes to all the brand attributes of islands, pride, love, friendship, unity, and culture. The iPad Pro with an Apple Pencil was used to sketch each image, and then each logo image was uploaded into Adobe Illustrator, laid out in Adobe Indesign, and exported as a pdf document.
Step Two: Further Develop Chosen Logo Sketch
Logo sketch #4 was reviewed and chosen as the best possible logo to redevelop into the Irie Sea Festival's new logo design. This design's pairing of the elements, i.e. rainbow arches, the sea turtle, and the handwritten typeface, were said to present a more "recognizable" and "eye-catching" logo. The handwritten typeface was a legibility concern, but was maintained with the understanding that it provides the logo with a "human" touch, (Beaird, 2010, p. 137). Logo #4 has been redesigned to depict the outline of an actual sea turtle that could be seen on or off the coast of Hawaii, instead of the simple line drawing in the original sketch. This logo is then presented in the full range of the Hawaiian Hibiscus color scheme, with the basic black and white choices still available as needed.
Reference:
Beaird, J. (2010). The principles of beautiful web design (2nd ed.) [Ebook]. Retrieved March 8, 2017, from http://ce.safaribooksonline.com/book/web-design-and-development/9780980576894
Step Three: Polish Redeveloped Logo
Step Four: Animate Logo
Animation #1
This was the first animation of the new Irie Sea Festival logo. There was some trouble importing the image from Adobe Illustrator in layers, so that affected the ability to animate the movement of the arcs of the rainbow. Instead of starting over, the choice was to make the correction within After Effects, and pen tool the arcs of the rainbow. Using the pen tool in After Effects proved to be a challenge as well, and so was developing a smoother more aesthetically pleasing arc that would render properly.
Animation #2
The arcs were re-penned, and a bezier curve was added to the keyframe to create a more polished animation.
Animation #3 [Final]
This is the final animation of the revised Irie Sea Festival Logo. In the addition to the colors of the brand being added, the animation has been reordered to convey a hierarchy of importance for the event by 1. putting the sea turtle first; 2.under the protection of the Hawaiian Islands, represented by the divine symbol of the rainbow; and 3. the Irie Sea Festival coming in underneath, as if to say "We are here to support the efforts of unity" between all, i.e. the sea turtle and the island's people, culture, love, and friendship.
