Elaina Kramer

City/Urban Planner

Thinking Map

: I am a city planner who values innovation, is able to

work with others to create better solutions, and wishes to improve the environmental impact we leave. This is for the purpose of improving living conditions that promote a better outdoor environment for citizens to enjoy life experiences beyond the daily grind.

Branding Statement

Collaborative

Beneficial

Forward Thinking

Dependable, Permanent

Professional

Determined

Inventive

Personality Traits

Here are the list of words I pulled from my Baumgardner’s page and thinking map I will center my brand around.

Identity Design: Branding

Collaborative

Forward-thinking

Inventive

1: Culture

Eco-friendly

Esthetic interest

Visionary

2: Customer

Professional

Collaborative

Driven

3: Voice

Impactful

Beneficial

4: Benefit

Permanent

5: Value

The key words I wanted to focus on to define my brand I highlighted in blue, which I then reduced to “pioneering” and “lasting”.

Choosing the Colors

Navy=Professional, Beneficial

Red=Visionary, Beneficial

Purple/Red/Orange=Inventive

Orange=Visionary/Inventive

Color findings

Red Purple Navy Orange

PioneeringBoldAmbitionLeader

OriginalUnconventional

Distinguished

ResponsibleSincereLoyaltyCommunication

Integrity

SpontaneityFreedomMotivation

Ideal style logosHere is a compilation of the styles I believe would fit my brand logo.

Specifically they incorporate the geometric shapes that would fit an architectural/planning look, as well as a modern “pioneering” feel that conveys my forward-thinking concepts.

More LogosThese logos represent a more sketched out feel to the design which would represent the activities a city planner would be doing.

Logo Designing Process

For this design, I wanted to express the artistic side of city planning, but also keep a professional feel. I tried to mainly incorporate color into the non-focus points of the image (where “planning” was the focus point) to keep the message clear.

1.

This design had a similar feel and goal as the previous. With this one I wanted to make the building part of the job more clear, while still incorporating an artistic feel by making the structure have a paint-brush outline. I incorporated purple into the 2nd logo to convey the “distinguished” message I wish the customers to associate with my brand.

This logo design had a greater focus on the more modern and innovative side to City Planning. I highlighted the geometric shapes in order to clarify the purpose of the job. I also incorporated a hand-written style font in the second rendition of the logo in order to maintain the vibe of creativity. The colors red and orange were chosen for this rendition because they worked together well and conveyed “innovation”, as well as “pioneering” and “bold”.

In my final logo design, I chose a circle to give it a more free-flowing and modern feel. I also chose to continue the pattern of using the paint-brush outline to get across the idea of innovation and creativity (which is also expressed in the font). The colors here are meant to represent “trustworthy” (blue) and “innovative” (orange). Because the logo design was comprised entirely of outlines, I chose to incorporate the colors into a gradient background to give the logo some more body.

Final Three Logos

1) I chose this first logo because I felt it was the most professional and clean.

The 2nd logo I chose because it was the representation of the design and geometric shapes which I wanted to represent.

1)

2)

3)

3) The third logo I chose as a possibility was one of the student choices. They liked the representation of the city line, but thought the shape was inappropriate for the brand.