This project involved the development of a comprehensive symbol system. Included is the symbols’ promotion, implementation and education for a brand organization/institution. It focused on the research, process methodology, symbol grid/logic, legibility/scale, user comprehension testing, writing and demonstrating possible applications.
One of four different client projects were assigned to each student (through lottery):
• Wexner Center for the Arts
• Franklin Park Conservatory
• Whole Foods Market
• Columbus Department of Recreation and Parks
I was assigned the Columbus Department of Recreation and Parks, specifically the Scioto Audubon Metro Park. This client required the following symbol categories:
• Fishing Area
• Boat Ramp
• Sand Volleyball
• Hiking Trails
• Climbing Wall
• Dog Park
• Bocce Court
• Obstacle Course
We also created two expanded symbols for specific scenario applications:
• Grange Insurance Audubon Center
• Picnic/Shelter Accommodations
Full symbol set in color
Full symbol set in black and white
Poster for Columbus Metro Parks event using selected symbols
Mockup of symbol poster
Swatch of pattern using original symbol system with color and container variations
Mockup of symbols as embroidered patches
Mockup of tote bag with symbol patches and Columbus Metro Parks pin
As I researched the park and its categories, I focused on collecting both images specific to this location and general representations that would be easily recognizable. This allowed me to ensure my symbols would be relevant yet understandable for visitors. I also collected example designs with styles I felt inspired by, and I particularly focused on outdoorsy, geometric illustrations and symbols. Through this style research, I also discovered interesting usage examples of badge/patch-shaped containers for symbols and logos.
Collage of style explorations and sketches
Collage of chosen style application to all symbol categories
Completing my initial sketches confirmed my initial thought that a fun, geometric, and outdoorsy style would best fit my client’s categories. I revisited the references I saved in this style, then sketched a few ideas for each symbol category. I found that using rough lines and small triangles added an interesting texture to each symbol, so I incorporated this whenever possible. As I brought the symbols into Illustrator, I was able to improve their overall cohesiveness through creating more iterations, testing the readability of various shades of gray, and playing with scale.
Collage of color explorations
Collage of patch-shaped container explorations
Using my grayscale set of symbols, I continued refining them and testing various color palettes. To fit the outdoorsy theme, I wanted to primarily focus on earth tones, and I was initially drawn to the green climbing wall and bocce balls on the left. However, I ultimately decided that it was not readable enough, and I decided to move forward with the yellow, brown, and blue variation.
After deciding on my color palette, I went back to my initial research to decide how to apply patch/badge silhouette containers to each symbol. At first, I considered using a different shape for every symbol, but I felt this was not cohesive enough. I found that an arch shape (bottom left) fit all of the symbols without major differences in scale, so I used this container for my primary symbol set. However, for my eventual mockups and pattern, I decided to bring back this container variation to enhance the patch’s realism.