Logo design project for an organization encouraging minorities to engage in politics.


A logo design emphasizing bipartisanship, modernism, and traditional values for the New American Leaders Project.


Graphic Designer


September 2017 - October 2017

The goal.

Help the New American Leaders Project reach a wider audience of minority participants in the program, older audiences for sponsorship and funding, and a naitonal audience of voters and supporters.

First, let's ask some questions.

The most immediate action in this project was to find out the opinions on minority candidates from the most polar ends of the political spectrum. I chose two students at the University of North Texas with two completely different backgrounds.

After my interviews, both candidates’ answers had nearly zero similarities. Thus, I decided that the logo should be as neutral as possible while still representing the values of the organization.

Second, find out where the logo lives.

After my interviews, I needed to contextualize the space in which the logo would reside. That meant completing a competetive audit where I mapped out various organizations that would be competing with NALP for their prime audience.

Third, sweet sweet ideation.

Bubble maps, word lists, visual matrixes, and thumbnailing all helped me to combine ideas and generate a variety of images that I could work on refining for a final product.

Fourth, I finally got to use Sketch.

I eventually chose two logos to test at various scales. Deciding that each had its pros and cons in context, I combined both into a cohesive logo for my final submission.


Through a variety of worksheets, I adopted a creative process that helped me to organize my project rather than simply jumping to computer-generated design. The NALP logo encompassed research via interviews, textual and visual ideation, font and color exploration, and a refined final product. I learned to better organize my process, finally figuring out how to make my designs unique without sacrificing the client’s objectives.