TEMPLE OWL LOGO
Logo Redesign / Branding, Packaging
Program: Illustrator (Ai)
Instructor: Prof. Bryan Satalino
In collaboration with Joe Bosack
In collaboration with Joe Bosack, a Tyler alumni and professional sports brand designer, we created the new owl logo for Temple University. We had the opportunity to go "behind-the-scenes" and experience all the work that happens with an actual client. In addition to the collaboration, we created our own versions of the owl. I chose to go for an approach that was towards tenacity and boldness, displaying it through a piercing, competitive gaze, and use of bold, simple shapes.
Old (top) vs. New (bottom)
THE DESIGN PROCESS
Research and References Phase: This phase was about gathering references to serve as a foundation in the creation of distinct owl logo variations. References of owls, sports branding logos, and non-related logos were gathered as inspiration. From there I moved onto creating a few iterations that focused mainly on shapes to guide me towards a potential direction for my logo.
Exploration and Experimentation Phase: After creating rough sketches, I transferred them over to illustrator to vectorize them. This phase was to create and explore a bunch of variations that explored owl heads, full body, and outstretched wing versions. Then I moved onto the next phase that combined the most successful elements from each iteration to bring me closer towards the final logo. Ultimately, the one in the bottom, middle owl was the most successful since it showed the characteristics of boldness and tenacity.
Refinement Phase: The square, bottom portion of the owl head was stripped away to make the logo sleeker and more fluid. Approaching the final stages of the design, I used a lot of circular shapes to help solidify and get rid of any clunkiness or jagged edges on the logo. I made sure to establish well balanced positive and negative shape relationships by having it connect and flow between different sections.
There were a lot of things that happened simultaneously throughout the semester. We had the opportunity to get a "behind-the-scenes" look of Joe's entire logo creation process, how he interacted with his clients, and we even met Stella the owl, the official owl of Temple University! We gained a ton of real-world knowledge just from this one experience! It was awesome!
The images have been blurred since it contains variations of the owl logo that are currently being finalized
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