Our first project for our short summer course is to develop the branding for a conference that is going to take place in Dubai in 2014. The conference is called the International Symposium on Electronic Art (ISEA). It is the world’s most important media arts event for the interdisciplinary discussion and showcase of creative productions applying new technologies in interactive and digital media. This event annually brings together artists, academics, scientists, and new media practitioners. The main theme for the 2014 symposium is Locations. So keeping that in mind I was able to brainstorm, sketch, and design a logo for the symposium.
Our first step was doing case studies on previous logos of existing brands and/or conferences.
I chose the three sketches in the red boxes and refined them into bigger sketches
Putting logos in Illustrator
Because I loved the three designs, I wasn’t sure on which one to choose for the final design, so I worked on all three of them on illustrator. The first one represents the Islamic star. I made the shapes overlap in certain areas and intentionally reduced the opacity to show the overlapping. For the second design, the curved line is supposed to represent Dubai’s landscape, where we can see sea and beaches, and sand dunes/mountains. Finally, the crescent in the final design is also supposed to show Islamic art, plus the crescent we find on top of mosques.
After asking my peers and professor for reviews and comments on my design, I got the most review on the second on, so I chose to work on it. However I thought the typoeface on the third design was stronger because I used difference thicknesses from the same type family (Gotham HTF). So, I just changed the typeface and made it just like the third design.
The typeface I worked with is Gotham HTF, and the three thickness from that family I chose were Book Condensed, Light, and Bold.
Final Black and White logo
I changed the curved line in the logo and made it overlapping shapes. I think it looks stronger and adds more clarification to my concept, and plus I think it looks more visually pleasing and it would be more interesting when colors are added.
Color logo + Color palette
Because of the curved line’s low opacity, I think the type’s solid colors steal the spotlight away from the shape. So, I added solid colors with full opacity to make it pop out more.
The different variations I tried using the same color palette
Final Color Logo
I used the pantone swatches for the final logo, I decided to keep “isea” as the orange color because I want it be be the focal point of the logo.