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Case Study:
Step 1: Design VS Output
Step 1: Design VS Output
The old Hawk used for the school logo
Building on variants is very important in design, as it allows you to make subtle changes and evolve an idea slowly until you arrive at a finished design for a client. This is a key technique because it allows a client to see how a simple and small sketch can evolve and change as it is being developed. For the Hawks, we had to stick with the established school colors, while moving away from the giant winged bird imagery used before. While this old design is definitely striking and imposing, the fine detail work in the wings and talons is lost when implemented on a smaller scale such as patches and stickers. In addition, when text is incorporated it can distract the viewer from the text provided. This design is a bold and strong statement on a huge basketball court or on a banner, but is lost at smaller scales. In order to tackle this problem we need to simplify the idea.
Step 2: Variants and A/B Testing
Step 2: Variants and A/B Testing
To accomplish this scale down, I went with a simple head design with some slight variants to the shape of smaller elements within the head. The two biggest variants included an open beak or a shut beak and a smother head plume versus a spiked variant
After sketching out the individual design and laying out the various vectors we began playing with the colors, which could not be changed. We played with a green base and tan details, and a tan base and green details, slowly adding more elements like the outlines and the final outer glow. This is a very important step because it allows the client the ability to pick between multiple designs via an A/B test. After multiple rounds of narrowing and eliminating this or that, we can arrive at a final design.
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