fsu graphic design bs — 29 creating brand experience — logo process
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8/17/2019 FSU Graphic Design BS — 29 Creating Brand Experience — Logo Process
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Logo Design Process
Bowlando
6730 Roosevelt AvenueSuite 309Middletown, Ohio 45005
937.260.1312
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8/17/2019 FSU Graphic Design BS — 29 Creating Brand Experience — Logo Process
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Background
Bowlando is a bowling alley in Orlando Florida. Bowlando’s décor themesare inspired by Central Florida’s history and culture.
The company’s target demographics are families with children between8 and 15 years of age.
Bowlando’s competition in the local area include AMF Bowlingand Splitsville.
Archetypes which the company wishes to represent include Average Joe, FunMaker, and Magician.
Bowlando is in need of a logo that represents that nature of the company asan entertaining family activity, an institute of the local area, and expressiveof the bowling alley’s appropriate archetypes.
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Mindmap
Exploring Attributes
Bowlando
Central Florida
Family
Bowling
Entertainment
Beaches
Weather
Tourism
Industry
High Tech
Aerospace
Agricul ture
Hurricanes
Hot
Thunderstorms
Theme Parks
Ocean
Children
Parents
Balls
Pins
Beverage, Food
Music
Arcade Games
Score
Roll
Play
Fall
Strike
Tickets
Prizes
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Mindmap
Exploring Attributes
Bowlando Average Joe
Fun Maker
Magician
Hard Work
Dependable
Supportive
Non-Specialized
Imagination
Fantasy
Flexibility
Innovation
Dreams
Play
Party
Enjoyment
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Competition
AMF Bowling
American Machine and Foundry (AMF) as a company has explored diverseventures. AMF is key to popularizing bowling in the US with the advent of themechanized bowling pin setter during the 1950s.
AMF Bowling represents Innovator and Commander archetypes, with FunMaker only partially realized.
Today, AMF Bowling exists as a legacy brand. However, Bowlando’s localspirit can differentiate the company from AMF Bowling’s fading presence.
Bowlando can emerge as culturally relevant to the Central Florida market.
AMF’s logo is the initials “AMF” crest with a red inverted triangle. One mayassume such has some possible esoteric, industrial meaning that is onlycircumstantially related to bowling in any perceivable way, as the same orsimilar logo variations have been used for products unrelated to bowling.However, bowling pins are arranged in a triangular nature. Also, sometimesthe AMF logo is expanded to include a bowling ball striking pins.
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Competition
Splitsville Lanes
Splitsville Lanes has a few locations in 4 states, 3 of which in Florida. TheOrlando Splitsville occupies a former Virgin megastore. The high-endentertainment complex houses an idea scene for adults including dining,billiards, and nightlife. The experience is presented as up-scale and modern.
The company’s archetypes are Fun Maker, Enlightened, and Magician.
Bowlando can differentiate itself from Splitsville with a more family focusedand friendly angle, especially during later hours.
Splitsville’s logo is simply retro script akin to the 1950’s, which works forit’s experience.
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Mood Board
Ravie
Harlow Solid Italic
FAT FRANK
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Concepts
Loose Sketches
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Concepts
Loose Sketches
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Concepts
Thumbnail Sketches
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Concepts
Thumbnail Sketches
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Concepts
Tight Sketches
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Concepts
Tight Sketches
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Final Logo
Color, White Background
Bowling; what is it? It’s America’s sport. It’s from way back. It’s from the bestdays. We can think about the late ‘80s, ‘90s. There’s an edgy backdrop. It’sa party. This is familiar, yet exciting. We surrendered some ideas that wouldbe different for ideals that would work.
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Final Logo
Color, Black Background
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Final Logo
Black
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