Logo design concepts for Fullerton, California

Logo Development

for the City of Fullerton

Submittal 1: Concepts

Prepared for Nicole Coats

Project Manager

Redevelopment and

Economic Development

August 7, 2009

Concept basis

The development of a logo mark for the City of Fullerton is based on conversations with Dr. Kohli

Chiranjeev of I.D. Entity and Nicole Coats from the City of Fullerton. A basis is also derived from

review of the City’s General Plan excerpt and the Summary of Quantitive Analysis.

We agree that the slogan “Graduate to Better Living” is, by far, the strongest brand message

among those included in the student survey. Taking onto consideration the results collected

from survey respondents, it is the only one from the series that will set Fullerton apart from other

communities. With this in mind, we have made logical assumptions on logo design criteria.

1. The logo must support the slogan “Graduate to Better Living”.

2. It’s general character must be simple, friendly and contemporary.

3. Emphasis should be put on a type treatment with an Icon as a complimentary element.

4. It should be predominately horizontal rather than vertical in format.

5. It must be successful as a single color but can accommodate two to three colors.

6. It must be legible in very small applications.

7. The three most popular colors from the Summary of Quantitive Analysis (green, orange and

blue) should be considered.

8. To follow current trends in city branding, the logo should not be made to look like an official

“seal” which is an outdated approach.

We began developing concepts with the slogan “Graduate to Better Living” in mind. Then we

discarded the “graduate” theme and focused more on the orange grove connection which lends

itself better to the popular color scheme. All of the concepts in this submittal are presented first in

black and white. The strength of each logo is tested without the influence of color. In an internal

review, we identified the strongest candidates to receive color treatments.

The concepts in this document are the property of Swinkfly and it’s affiliate, Mayfield Creative, Inc. No reproduction, use or manipulation of these concepts are allowed unless written consent from a Swinkfly or Mayfield Creative representative is provided. © 2009 All Rights Reserved

Concept 1


Concept 2


Concept 3

C A L I F O R N I A


Concept 3 - Color

C A L I F O R N I A


Concept 4

California


Concept 5

California


Concept 6

CALIFORNIA


Concept 7

California


Concept 8

California


Concept 9


Concept 9 - Color


Concept 10


Concept 10 - Color


Concept 11

C A L I F O R N I A


Concept 11 - Color

C A L I F O R N I A


Concept 12

California


Concept 12 - Color

Logo design concepts for Fullerton, California

Design

Transcript of Logo design concepts for Fullerton, California