The Logo
The logo for
any company is one of the most important designs for a company. This is what
will be remembered by your customers. Because of this, the design must convey a
meaning for that company.
The first
thing I thought about when designing the logo for desert dance Theatre was that
I wanted it to be instantly recognizable, and to show what Desert dance was. I
chose to go with a cactus to show the desert part, and a dancer.
Specific
Communication objective for the Logo: Instant identity
Font is the first visual communication in
a design. I chose to go with a font called Papyrus which has an interesting
texture and style which adds a psychological response of a olden feel. This was
contrasted with a the cleaner lined feel of a modern modern courier type font.
The main color (green) was chosen by the owner.
Since we were trying to incorporate a southwestern desert feel, I chose the
color teal and decided to contrast
that with a brick red which is another southwestern color. I then blended the
two colors together softening the overall appeal to the eye which also gives
the design interest.
I looked at shape and form and took into consideration, height, width, and depth of each
object.
I added texture to the cactus so that it would
be more recognizable as a cactus which is important in identity. I also
followed the rule of line when placing the dancer. I made sure that her bottom
leg was in line with the bottom of
the cactus. This is more pleasing to the eye and gives the design balance.
The Gestalt
principles used were the laws of continuity, following the smoothest path, and
pragnanz since I reduced the design the simplest form possible.
The Business Card
The business card followed the same principles installed with the logo, however, extra elements were added such as the contact information. On the back of the business card, the owner wanted the look of being a coupon or ticket of some sort since he is offering a free week of dance if the card was brought into the dance studio.
For this
design, I added an element of a fun boarder around the card so that it would
look like a ticket at a fair.
