Objective:
Create a logo for Georgia Institute of Technology's 2015 Earth Day celebration. The logo should reflect the concept of "Small Choices, Big Impact".
Initial Concept:
The initial concept for the logo employed a radiating set of concentric circles with shifts in color to illustrate decay as well as the passage of time.
Initial concepts employed Buzz, the Georgia Tech mascot, in an effort to emphasize the impact the student body (and each individual therein) can have within the context of environmental change.
Later concepts employed white lines to seperate gradations of color. This create a sense of defintion between color regions and seemed to prevent the intermixing and muddling of colors.
Phase II Ideation and Color Deliberation
Phase II began with the realization that the guidelines governing the design of the logo specified that a maximum of only four colors, exluding black and white, could be used. This demanded a deep rethink.
After experimenting with several variations of color patterns confined within the four color limit, it seemed that the original design was not suited for such a limited pallete.
Phase III Conceptualization
A new approach to the overall form was devised. This approach employed concentric circles offest from center to illustrate both a passage of time and of environmental health.
White seperation lines from earlier concepts were kept during this phase.
Buzz was removed from the design because he constituted both an extraneous color and a distraction from the visualization of stages of decay. It was determined that another method of conveying Georgia Tech's inolvment could be found.
A brief exploration of direct ecological symbology was pursued. User testing revealed that the symbology seemed too direct and somewhat redundant. It was decided that direct symbology was too blunt an approach for this design.
After further color deliberation a final scheme was devloped. This design seemed to best capture a sense of cause and effect within the context of passing time and selective change. It's simplicicty allows its purpose to take precedence for the sake of communicating an idea.
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