Identity Design Rationaleby Mark Jenkins

Logo Forms

Business Card

Letter Head

Envelope

Identity Design Rationale

Mark Jenkins

Font Seletion:

Color Seletion:

Logo Designs:

Transparent 8%:

Tin Birdhouse

The initinal concept for my logo is inspired by the shap of an eye. I have great appreciationfor eyes and seeing, so that is something I wanted to incorporat.

In addition to that, I wanted my initials to bea part of it. The shap itself is composed of a stylized “M” and “J”

Another version of it exists as a transparentcy.This is to allow for more subdued reproductions of the logo.

For colors, I wanted to keep it simple. A a simple black and white color scheme with a hint of brown in the center (the color of myeyes).

The font chosen is Tin bird house. It was chosen as it compliments the style of the logo without overpowering it or drawing more attention to itself.

I wanted logo that has a sense of style, whilestill maintaining a sophisitcated sense of responsibility and work ethic.

Identity Design Rationale

Mark Jenkins

Identity Design Rationale

Mark Jenkins

Back:

Front:

Business Cards:

As with the logo, the business cards are expansions of what was previouslty mentioned. My name, title, contact information, and website are all thats needed.

To give the card a sense of weight, a band of 8% transparent grey is added to break up the negative space.

Letterhead:

The cover letter is show that I mean business.The design has to re�ect that without becoming to �ashy or distracting. I decided to continue the same formate used with the business cards by adding the 8% transparent bands on the top and bottom of the letter.

My logo and contact information are in the upper left hand corner. An inverted form of my transparent logo exists in the lower right handed corner to lighten up the large section of grey.

Identity Design Rationale

Mark Jenkins

The enverlope was very tricky to get a balanceddesign for. Because it is to be mained, it would not have to interfere with postage marks or the like.

In the end I decided togo with the same transparentcy again, with only one band and enlarged logo in the negative space.

Envelope:

Identity Design Rationale

Mark Jenkins

Complete Package:

Identity Design Rationale

Mark Jenkins