"Your semester project will be to design a logo and brand touchpoints for a public awareness campaign of your choice."
In the beginning of each project, it's important to do research for better understanding.
For the Brain Matters project, I dove deep into medical journals, research articles and other social media and screen time awareness projects.
This gave me a better understanding of the movement and which angle would be best to focus on in the branding process.
To narrow down the branding focus, user personas are a helpful tool. This helps keep in mind the real people that are affected by the brand.
For the Brain Matters project I created two user personas with different needs but a similar problem. This helped create different focuses in advertisement and when expanding, this could help create content for targeted advertisements.
When creating from nothing, it can be helpful to sketch potential ideas down.
In the Brain Matters project I sketched down ideas and asked my fellow students for feedback when I had created two logo possibilities.
When working with branding, it's important to create a guideline that works as a visual "rulebook".
This makes it easier to design according to the brand personality.
In the Brain Matters project, I decided to go for a simple color palette with red and yellow. Red is often associated with importance, which the message of the movement most certainly is. Yellow is often linked to happiness and joy, something the brand wants to focus on as well in community outreach.
For the logo font I chose the rounded sans serif font "Dongle". It is an important part of the brand personality as the message can be scary, but rounded edges are often observed as playful and childlike.
The brand logo and assets also have rounded edges instead of harsh lines and this creates a cohesive and playful brand personality.
