Description: Business card and letterhead set with matching personally designed logos.
Process (Programs, Tools, Skills):
First I sketched a lot of ideas. I actually made a few drafts even before the critique process. I first created the logo in adobe illustrator using the initials and trying to arrange them in a creative way that added to the message. I found a font I wanted for the “J”, copied a reflection and added outlines. I used the pencil tool to draw in the roots. To make the flower I drew a general design and then manipulated it with the direct selection tool until it was exactly as I wanted it.
Then I took my AI design into Adobe InDesign and worked on matching fonts and creating the rest of my design. I tried to find non-tacky ways to repeatedly incorporate my logo into my design so I actually made three separate AI documents with pretty much had the same things in them that I could use. I tried to pay special attention to my alignment, flow, and gestalt. I wanted everything to work together and enhance one another rather than any one part taking away from another.
After gathering critiques I made some additional color decisions and font selections.
Message: Inform that Jessica is a professional with expertise in botany (plants).
Audience: Professionals in the botany field and those who review applications for internships.
Top Thing Learned: I learned a lot more about logos. The simpler they are seems to be the best. I started off very complicated and then tried to simplify it too much but I felt like I ended with a happy medium. I also learned a lot more about how closely adobe illustrator and in design can be used.
Color scheme and color names: Monochromatic: Green
Title Font Name & Category: Perpetua—Serif Font
Copy Font Name & Category: Perpetua—Old Style (Serif)
Helvetica Light— Sans Serif