DESIGN PROCESS CASE STUDY

CLIENT INTRO

Blue Ridge Figure
Skate Club

INDUSTRY

Figure Skating

GOAL

New Logo Identity

TOOLS USED

Adobe Illustrator

YEAR

2021

Blue Ridge Figure Skating Club officially represents the Southwest Virginia region in figure skating. During my college branding course, my class was challenged by the skate club to create a new logo so they could become an officially recognized club.

The goal was to create a brand new identity. This is the process that I used to create a cohesive visual identity that resonates with their brand. From the initial concepts to logo application, enjoy the breakdown from start to finish.

PROBLEM

BRFSC was a newly formed group of professional individuals who needed a logo for their group to be officially a recognized group of skaters.

SOLUTION

Create a distinctive identity for BRFSC that encapsulates the brand and group message and apply it to various instances.

RESEARCH

Before the first line or curve is decided, essential research is required for better understanding. During this time, I observe and absorb resources that fit the project. I find out about everything there is to know about the target audience and the client’s competition. I also include any additional information gathered from briefing and client provided references.

Competitor Analysis

Since BRFSC is based in Virginia, there are a few other figure skating clubs within the state, which would serve as their immediate competitors. Richmond Figure Skating Club, Skating Club of Northern Virginia, and Tidewater Figure Skating Club are all Virginia based. Washington and Los Angeles were added for wider reach.

Moodboard

During the creative brief, BRFSC mentioned a few assets they would like to see incorporated into their identity. The Blue Ridge Mountains, a figure skate, or the Roanoke Star were the specific features they would like to see. I began by searching mountain logos, figure skating logos, and negative space logos for simplicity.

DEVELOPMENT

Here is where I explore the ideas that were prompted before, during, and after my conducted research. Each logo was quickly doodled in pencil at thumbnail size, redrawn slightly bigger for assessment, then vectorized for further digital amendments.

Sketches

Comps

PRESENTATION

I always present final (3) varied designs during a logo presentation in case the client is undecided about creative direction. These logos were presented individually among 50 others from 18 different designers.

VISUAL IDENTITY SYSTEM

My logo was ultimately chosen by BRFSC during this logo competition! So I instantly began producing their entire visual identity system. I provided them with digital and print ready files for various application.