ASWSUV presidential campaign logo, July 2018

I was contacted by one of the clients to design a logo for an upcoming student government election at Washington State University Vancouver. The clients were running for president and vice president, and wanted a logo to put on promotional pieces: flyers, buttons, web ads, etc.

The clients had a very specific vision in mind for their design, asking me to include certain symbols like pathways and an arrow in their initials, which represent certain aspects of their campaign.

Based on what the clients told me about their campaign and the kind of imagery they wanted, I created the logos below: a colored version, and white outline only.

 
Colored version of the logo

Colored version of the logo

White outline only version of the logo

White outline only version of the logo

 

 

Color + Font

The clients wanted to use turquoise and orange as their main colors, though they didn't have any specific shades in mindso I made a basic color scheme with the turquoise and orange, and added the blue as a third color to complement the other two. The font used is Lovelo Black. I liked Lovelo because of the sharp corners, which I thought would contrast well with the curved lines in the logo while matching the geometric hexagon. I gave the clients a few font options to choose from, but I'm glad they went with Lovelo.

 
 
ASWSUV Presidential Campaign Color Palette
 
 

 

Process

The logo started out as a round of sketches, of which I produced to final sketches that I presented to the clients: a rectangle version, and a hexagon version.

The clients asked me to include a lot of different elements: a sun, pathways, hands holding a globe, people, etc. At first there were a lot of different things to balance. Taking the clients' vision into account, I simplified the imagery so that the essential elements were included, and so the logo wouldn't be too overwhelming.

The clients liked the hexagon version I presented to them, and so I worked with them to refine the design-- adding hands and changing the initials in the middle. The at first wanted to combine their initials to form an arrow, but then decided that they didn't like the idea so much. In the end, we incorporated the arrow into the "V."

One of my initial ideas for the logo, in the shape of a rectangle

One of my initial ideas for the logo, in the shape of a rectangle

One of my initial ideas for the logo, in the shape of a hexagon

One of my initial ideas for the logo, in the shape of a hexagon