Kelsey McCarthy Logo

Visual Message: My logo and stationary system is something I hope to use for the clothing company I recently began. All of the shirts that I design promote different social causes and overall just promote the idea of getting involved and engaged in society. I wanted my logo to be simple and light with an airy and youthful tone to it. Many of the shirts I design promote environmental causes and overall every decision we make as a company we keep the impact on the environment in mind. For this reason green is the only color used and the leaf is the major element of the logo. I want people to immediately connect our company with the idea of environmentally conscious and responsible. I also used the recycle symbol on both the back of my business card as well as the stationary because it says a lot about the priorities of the company. Also, I drew it by hand so it would have a sort of youthful hand drawn quality. 

Audience: The design is designed for my target market which is about 16-26 year old people who are interested in social issues and causes. Some of the shirts are clearly for women but most are designed to be unisex. 

Design Strategy: I think my design immediately communicated the fact that we are a green and environmentally aware company. Not only because the font is green but because of the use of the recycle symbol as well as the use of the earthy leaf. I also think that the shape of the leaf and the way it appears to be almost blowing highlights our laid-back nature and youthful tone. As a company we embrace movement and expect change just as a leaf does. Also we begin in one place but expect to move around to an entirely different one similar to the way a leaf blows in the wind. I stuck to simple and light fonts using only helvetica neue. I didn't want a distracting font I just wanted a clean and basic one. The shirts we design have very little text and rely mostly on pictures and designs to get the major messages across, so I wanted my logo and stationary set to be similar in the sense of not relying on the choice of font to be overbearing. On my stationary I overlapped the word "beleave" and the logo of the leaf. I just felt that it looked too rigid and boring to have them on separate ends of the page. I think that it appears better and also links the company name directly to the image of the leaf, which will hopefully further diffuse into peoples minds. Also on the envelope the veins do not appear on the small leaf, because since it was smaller I thought it looked cleaner to just have the outline of the leaf.