NALP.
Communication Design.

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

Roles
Researcher
Graphic Designer

Timeline
September 2017 to October 2017

problem

Why a new logo?

As part of my Introduction to Communication Design course, students were assigned to create a logo for the New American Leaders Project. The objective was to help the organization reach a wider audience of minority participants in the program, businesses for sponsorship and funding, and a national population of voters and supporters.


research

The influencers

The most immediate action in this project was to study opinions of the audience from opposite 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.


Context of design

After my interviews, I needed to contextualize the space in which the logo would reside. That meant completing a competitive audit where I mapped out various organizations that would be competing with NALP for their prime audience, including other non-profits, political entities, and minority programs.


ideation

Drawing for days

Bubble maps, word lists, visual matrices, and thumbnailing all helped me to combine ideas and generate a variety of images that I could use to narrow my thought process. These ideation tools also helped me think of pictures I hadn’t originally composed by pushing me past my area of sufficiency.


Type matters

Creating a logo that would be seen by millions, possibly altered, or used as a symbol taught me that glyphs were more than just a language. I tried out three fonts, focusing on modern, serif fonts that provided a combination of traditional and futuristic vibes. Eventually, I settled on a slab-serif that combined both traditional values with a touched-up modern look.


High-fidelity on paper

Drawing was not a strength of mine, but using this opportunity to practice, I learned how much it helps to visualize certain concepts and stimulate ideas for a high-fidelity prototype or final product. While drawing out the tiniest details of each picked-out logo, I realized that some were too modern and unrecognizable as a political organization. Other logos seemed to controversial, previously symbolizing (good and bad) movements. Scrutinizing each logo also gave me a feel for which ones would blend in with the current climate and be too comfortable for attracting new members to the organization.


Sketch and scale

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


results & metrics

Reflections

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