Craft: For our logo assignment, we had to chose three logos and create three different variations for each one. Using Adobe Illustrator, I first had to copy an image of the specific logo onto the artboard. Once the image was located on the artboard, I started tracing the outline of one of the logos using the pen tool. If there were curves involved, I would click then drag the pen tool until the curve matched up to the original logo. Once the logo was traced, the color was changed using the fill and/or the fill library. Sometimes, I would change the stroke by going to the Brush Library. For some of the logos, I incorporated more online illustrations and traced them as well. The Shape Builder tool was used sometimes to help blend the shapes together and create one piece. All these tools helped me transform each logo into three unique variations.
Composition: After completing all the variations of each logo, we had to chose one variation from each logo and put them up on the board. For the Under Armour logo, I chose the one that includes the lightning bolts attached to the bottom. Viewers can see both colors equally since the logo is proportional and balanced. The top and bottom have the same shapes, along with their size. This allows the attention not to divert anywhere else. The contrast consisting of orange and blue help exemplify the balance. This design makes the logo whole, yet it has separate pieces that it's composed of. The black in the middle of the logo exemplifies the balance and the contrast between the orange and blue. For the dove logo, I selected the gold dove located on the top left. The vertical lines are the main focus on the dove. Some lines are thick while others are thin. This immediately directs attention to the viewers because the lines vary and are used within the entire dove. The gold chain is small but directs the attention towards the lines and not the outline. The contrast in colors throughout the dove makes the dove appear neutral. It creates a sense of unity. For Fila, I printed out the top left Fila logo, the one with the clipart objects and people. The clipart objects and people all have a black fill so they appear more noticeable than the actual logo. The logo connects to them in some way and equally balances out the people and objects. There aren't too many clipart people and objects where they're overpowering the logo. Each one takes up an equal space on each of the logo pieces. They fill up the empty spaces that are within the logo and makes it appear complete, similar to the Under Armour logo. The colors are in that specific order because people read from left to right. The colors wouldn't appear as if they had any significance then because of the random order.
Concept: The Under Armour logo correlates to the contrast between rain and sunshine. The orange represents the sun while the lightning and blue symbolize rain. By having both rain and sunshine elements implemented into the logo, one can conclude that this brand can be used in all types of weather. It's used throughout the whole entire year and the lightning bolts verify this idea that the brand can withstand anything. The dove logo conveys a shiny feeling to it since it displays a variation of gold colors. By conveying a shiny theme, the lines help exaggerate a feeling of smoothness located within the dove. The line variety with the gold variation exemplify this emotion. The dove itself adds to this theme since doves have smooth fur. The connotation doves have originally helps make the theme more meaningful. The clipart that is displayed on the Fila logo create an illusion that the letters are 3D. By having people and objects located on the letters in someway, they make the letters appear as if they actually real objects. The people and their actions that are being presented convey the letters as an obstacle course. They're no longer being treated as letters. Also, the red, white, and blue, symbolize America. The colors are the same ones located on an American flag.. In some way or another, adding certain design elements to each one signifies a new meaning besides the fact that they're just logos. One simple tool can change a logo into something completely different.
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