My assets claim logo design process

J A V I E R . L A - Logo and Brand Identity Designer www.Javier.LA - email: [email protected] - Phone: 1.336.JAVIER.3

My Assets Claim - Logo Proposal Page 1

My Assets ClaimLogo Concept Proposal

Prepared for: Frank Castro

Prepared by: Javier SamudioLogo and Brand Identity Designerwww.Javier.LA



BRIEF

The information contained in this presentation is an overview of the process followed to create the branding for My Assets Claim. All the sources and graphic elements used in this process such as sketches, reference images, and names were created and selected based on the company’s background and other important aspects provided by the client through a questionnaire.



MIND MAPPING

This mind-map was created to find some specific visual elements that would help me to create the right brand image for My Assets Claim. After reading the questionnaire, I can see the client hasn’t driven the concept in any specific direction. That is why I used as a reference some initial keywords related directly to the company service. I then created some connections between them to get a solid base before starting to brainstorm and sketch.

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BRAINSTORMING

Since the company’s mission is to help clients to claim unrefunded taxes, it is important that the logo has a visual connection with personal finances. Here is where the tagline (Financially Rewarding) becomes a fundamental element to reinforce the right concept. It is clear when we think “Tax Refund”, we are talking about “money”. My goal is to create a professional, visual identity for the brand and create a concept representing the money by itself. Definitely it would be the easiest way and the final result would be a cheap and overused concept. (#2 )After the brainstorming and mind-mapping process, I came to some important conclusions:

My Assets Claim is more than a tax refund check. We are talking about personal finances.

When we spend money, we have different feelings. Let’s say I have $500. For me, it’s not the same emotion to spend this $500 buying an iPad (#2) as it is paying a $500 phone bill (#3). It is important to drive the concept into a positive emotional direction... branding more than a company name and to communicate feelings. The brand should tell your clients, “We are here to claim your money, therefore we are part of your progress and superation in this country.

With this information and some keywords (#2), I’m ready to get into the sketching proccess.

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RESEARCH

As I have stated before, when we talk about a tax refund, we are talking about “personal finances”. Therefore I have to do some research looking for branding linked to “personal finance management”, such as corporations, banks, money exchange, accounting, etc.

Here are some good samples. You can see most of them were created using lines and solid colors. This graphically transmits a feeling of validity and reliability.

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SKETCHING

This page is my the first sketches. My initial thought was to create an icon representing a person, but maybe this idea would be too ordinary and hard to identify as an unique concept.

Here I’m getting into another kind of concept. Using the company’s name as initials, I’m trying to represent the sun as a symbol of prosperity, achievement, progress, etc. Another direction could be to use a star as another representation of progress and achievement.

Here I’m working with the initials. With these sketches, I’m getting into a more corporate concept. Here we have 4 equal elements trying to represent the company’s name with initials. The M and the A match perfectly, but since the C is a rounded letter, my goal is to find the perfect shape to represent the initials in a more consistent way.

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RENDERING

Here we have some vectorized ideas, not color yet. I’m just testing some shapes. Some of the initial concepts #19 to #25, could be a good starting point, but it is hard to integrate the “C” with the A and M letters.

Graphics #26 to #36... here I’m going deeper and with some work it could be possible to find the right shape to represent the company’s name through a unique and clever way.

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CONCEPT CHARACTERISTICS

After some additional work and sketching, I have achieved my goal. With four semi curved arches, we can see the company initials.It is clear the letters are different from their original shapes. The ideais not to type three letter to represent the company. The idea is to create a solid, unique and professional concept.

The logo was created using a continuous path and as a result, we have a really solid concept.

The arches represent 4 mountains, which are increasing in height from left to right. This is visual resource as symbol of superation, “Your next challenge in this country is going to be bigger”.

Following the same idea of superation, prosperity, progress, etc, we see the darker bars are going forward. This is a clear symbol of overcoming challenges... with our services we can help you to achieve your American dream.

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My Assets Claims

My Assets Claims

MY ASSETS CLAIMS

MyAssets Claims

MY ASSETS CLAIMS

MY ASSETS CLAIMS

NAME POSITION

Here we have some options for the name, position and alignment

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TYPOGRAPHIC OPTIONS

These are some typographic options. It is important to use a clear and nice font. After check these font selections, option #50 is really nice and simple. It works perfectly with the symbol created for the company.

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COLOR COMBINATIONS

Some of them are over saturated, but this visual exercise is important to view the logo in all of its possible contrasting combinations.

Some color combinations were created based on the American flag.Personally, I think #66 is a great option. It is really strong, corporate and it has a direct connection with the American flag.

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This is my proposal to achieve a fresh and modern identity for the company. However, this doesn’t mean this is the final version. The client has the right to make modifications or drive the concept in another direction.

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My assets claim logo design process