Project 2

Department of Architectural Technology
Bachelor of Technology in Architectural Technology
ARCH3511 ARCHITECTURAL DESIGN V

Project 2 Commercial Project
Designing a Logo - Branding

Project 2 is a commercial space – a store.

Program: Store that sells at least one good. There will be displays, cashier, small area for office (may not need to be enclosed), storage, bathroom for employee, changing area (if clothes)

Site: The site is a small triangular shaped empty corner adjacent to Brooklyn Industries on Fulton Mall.

Assignment 1: Decide on a product you will sell in your store. Create a logo and name. The logo can be just an image and/or it can contain the name of your company. Create a logo using colors, text, or images that will tell the idea of your product. Below is a guide of how to create your logo.

Look at the logos of other businesses in your industry. Do your competitors use solid, conservative images, or flashy graphics and type? Think about how you want to differentiate your logo from those of your competition.

Focus on your message. Decide what you want to communicate about your company. Does it have a distinct personality-serious or lighthearted? What makes it unique in relation to your competition? What's the nature of your current target audience? These elements should play an important role in the overall design or redesign.

Make it clean and functional. Your logo should work as well on a business card as on the side of a truck. A good logo should be scalable, easy to reproduce, memorable and distinctive. Icons are better than photographs, which may be indecipherable if enlarged or reduced significantly.

Your business name will affect your logo design. If your business name is "D.C. Jewelers," you may wish to use a classy, serif font to accent the letters (especially if your name features initials). For a company called "Lightning Bolt Printing," the logo might feature some creative implementation of-you guessed it-a lightning bolt.

Use your logo to illustrate your business's key benefit. The best logos make an immediate statement with a picture or illustration, not words. The "Lightning Bolt Printing" logo, for example, may need to convey the business benefit of "ultra-fast, guaranteed printing services." The lightning bolt image could be manipulated to suggest speed and assurance.

Don't use clip art. However tempting it may be, clip art can be copied too easily. Not only will original art make a more impressive statement about your company, but it'll set your business apart from others.