Logo Project | Robinson

Design Strategy: My logo reflects my analytical personality. I broke my name into segments- Melia, robin and son. My first name is the Hawaiian pronunciation of the plumeria flower. Robin is a bird, obviously, and son is a homophone of the sun. I wanted to show potential employers my attention to detail and how I prefer to problem solve. I break projects down into smaller tasks and focus on one part at a time.

Choice of Typefaces: I am officially in love with slab serif fonts. It all started when I developed an obsession with vintage typewriters, I think. Slab serifs are not nearly as formal as traditional serifs. Memphis Lt Std in a Bold weight is playful and young. The all lower case name places a modern twist on the old-fashioned typeface. In my logo, this font illustrates my bold personality. And Helvetica Neue is my new “go-to” font. It is the gender neutral, non-age discriminatory typeface. It is not particularly attention-grabbing, allowing my logo to be the focus.

Visuals: The business card and envelope are Illustrator files, and the letter is done in InDesign.

I took a pictographic approach to illustrating the three segments of my name. The robin and flower are images I traced using the pen tool.

I tried to integrate the illustration into my name and provide more closure by shaping the sun as an arc stretching over the two “i’s.” The arc is a circle I cut in half using the scissors tool. Positioning the robin and flower on top of the sun gives the logo more dimensionality.

The background color of the front of my business card and on the back of my envelope (C=54.36; M=34.14; Y=24.49; K=0.36) is a shade of the lighter blue used in the robin and flower (C=16.88; M=34.14; Y=0; K=0). I used the eyedropper tool and a photograph of a robin to get the color for its breast (C=16.88; M=82.06; Y=24.49; K=5.31).

The flower on the front of the business card is also located on the back. This repetition enhanced the Gestalt of my logo.

I bought the Southworth brand of resume stock to print my stationary set on. The quality of printing is gorgeous, but I did not expect the company watermark to be so obvious. In the future I would look for completely blank paper.