Continued development of logo

Continuing to develop a rough idea of a revised logo in preparation for screen printing this onto t shirts. 

- lower case font with rounded edges = more inviting, friendlier
- only black/white at this stage in preparation for transferring to a screen

ACTION PLAN

T-shirts:
• Earthlink on front either in new logo or old one in white
• Mission statement or our goal/aim on back. Awareness thing.

Dossier
• Finished body text.
• Each task assigned to each person completed to put into dossier. (imagery)
• Layout done, icons and background done.
• Logo redrawn, pattern colours altered.

Paper:
(rowena we will need this soon, we have 20 or so pages if that gives an indication, times by 2 dossiers)
Handmade paper (A3 or A4 what do we think guys)
binding - hand stitch or tape bind? or saddle staple
Embossed front where the logo is printed.

Elise and I met up and put some stuff on the blog. We are planning to work in the evenings maybe tomorrow night and thursday all day? and we will document the process of the dossier


Laser cut: symbol icons that can be placed on the ground outside the shops correlating to each. (eg. EL apparel has the coathangers)
mock up with tape: way finding on ground, arrows etc.

Possible fonts

I imagine Magenta, as a graphic designer will have more skill in this field than me, but I thought I'd look up potential new fonts for Earthlink. (btw - is it Earthlink or EarthLink? Capitalise the L or not?)

I looked up informal, relaxed looking sans and looked at some script ones. I wonder if the script ones are just too informal and too decorative. The first ones may have potential, the second block, maybe not, but it gets it started.

What do you think?

flash back to week two notes..

These ideas were the beginning stages of how we wanted to portray Earthlink..

Notes from Wednesday's meeting with Shirley Cressy CEO

Their knowledge of their demographic.

Apparel 

• Currently attracts patrons across the board.
• They want to connect with young mums
• Very keen to connect with grandmothers (they have time AND funds

Shop

• Currently attracts patrons across the board
• Still attracts new faces
• They want to connect with the wealthy homeowners in Lower Hutt
• Antique dealers
• Parents of flatting teens
• The Over 60's
• Businesses who are refurbishing their offices

Trademe site

• Currently attracts patrons across the board.

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History and other business.

• 1995 E.L became incorporated.
• 1996 they took their first clients.
• They do have some photos of their beginnings when they were in Naenae, teaching horticulture. Shirley will send us photos, including those of some Xmas parties.

Logo

• Earthlink's logo was created 10-12 years ago by Shout Group. http://www.shoutgroup.co.nz
• S.G came up with some tree imagery, but E.L found the imagery didn't work on devices, so they chose to just stick with the four icon tiles.

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Silverstream landfill

• They have recycling bays at the landfill since 2002 and there is personnel there to help patrons.
• The Hutt City Council will not allow them to site the bays before the public pay station, meaning that the public inevitably ends up driving past the bays because they have paid to get in.
• There is some signage at the landfill and on the lawn moving utes, but once again it is not related to any other signage.

Signage

• They haven't tried putting in any road signage in the past.
• It hasn't been costed yet.
• There is no signage around the local railway station. 
• E.L has spread brochures around the community in the past in order to educate.

Pricing

• They have had positive feedback from young mums and it compares well with other labels. (far cheaper than Kid Republic, similar to Pumpkin Patch) 
• They have considered offering a discount to Mothers' Network, Barnardoes, PIN (Plunket) 
• Shirley suggested partnering with the recycling shop in a 'buy 1- get a discount in the shop' deal.

Client Staff 

• The public only deals with senior staff
• The client staff don't want their history and differences pointed out
• Having said that, Shirley agreed with a subtle acknowledgement of who the shops' funds help. "How it is helping them stay employed and part of the community as a whole." 

Example of a Proposal - Even though its done by Burger King

http://mcwhopper.com/

...and forgotten notes...

Forgotten fotos

I do the work, but keep forgetting to put it down here...sorry it's out of time order...

At one point, we were looking for the translation of Earthlink's sub-line, sub-title, I don't know what you call in design terms. So, I asked a Te Reo speaking friend how she would translate, 'Te Kaporeihana Mahi Paptuanuku' and she interpreted it as, 'The Corporation Earth Works'.

I also looked up maoridictionary.co.nz
Kaporeihana is corporation or to incorporate
Mahi as a verb means to work, practice, perform, make, raise money. As a noun it means work, job, employment, practice, exercise, operation.
Papatuanuku is the earth mother.

T-shirt concepts

Concepts for t-shirts that we can screen print logos, text/our personal mission statement onto, to wear on presentation day. 

At this stage we are unsure as to whether we want our team name to be in the "slimy" font that we have done for our team photo - how will this tie in with the desired perception of Earthlink's brand?

Pattern development

Developing a print of repeating motifs sourced from Earthlink's logo to use as a watermark in the inside cover of our dossier.

Using the negative space from these motifs in Earthlink's logo and redrawing them in Illustrator, before putting them into a repeat pattern using Photoshop:

Experimenting with potential colours, overlaying & opacity levels:

New logo concepts

Concepts for simple redesign of Earthlink's logo:

• softening edges whilst keeping a clean/tidy aesthetic to infer Earthlink's approachability
• changing the colour palette to give a more lively, vibrant feel
• font could still be changed - linked handwriting, lower case letters?

Existing Pamphlets

Supported Employment pamphlet/brochure, double sided, folded twice

Another Supported Employment brochure - Front and back. 

Bit confusing in relation to the first? Perhaps it's a previous style they used, then changed it?

Another general overview booklet of Earthlink, what they do etc.. NZ Not for Profit award Award is shown twice, which they are probably very proud of!

These are not Earthlinks' own brochures, but it shows their strong sense of connection with community as they have brochures in the reception provided by 'Mix,' a community support and event group.

Existing External Signage