I am so excited to share with you all the branding and logo design I created for my latest Bold Brand Buildout client, Project 412.
Project 412 is a new nonprofit organization in the Detroit Lakes area of Minnesota, US.
When this team first came to me they had A LOT of ideas and directions for where they wanted to take their branding. They had mocked up a few basic logo ideas before coming to me. You can see in the photo above what the team was originally thinking for a logo design.
I spent a few hours with the team on a zoom call where I got to ask them questions about their values, the mission of Project 412, and how they wanted others in the community to see them.
A few things they repeated to me often were wanting to:
⭐ Look professional and modern
⭐ Feel polished and approachable
⭐ Reflect the lakes area and community
⭐ Create an elevated vibe
Then it was my job to look inside the mind of this team and establish a logo, pick colors, find fonts, and create the master planning behind how their brand should look, act, and feel.
I sent the team a few iterations of mood boards, color options, and font choices until we found a set that perfectly captured the spirit of Project 412
Then the fun of logo design started! This was an interesting process as I had an entire team of individuals that all had to love the end logo. As you can imagine there were often split opinions I worked around.
The larger photo above is a screen grab from behind the scenes while I was working in Adobe Illustrator to create a logo design. I made many logo variations and in the end, I chose my three favorites to present to the team. We went back and forth a few different times until we landed on a logo we all thought conveyed the values of Project 412.
In the end, we decided to create a logo with a modern but youthful serif font and pair it with this box/wave icon. The idea behind the icon was to incorporate the waves of the Minnesota lake area and mix in the idea of “thinking outside of the box.”
I am very excited to see Project 412 take off as they continue to make big waves in their community.
Let’s hear it in the comments for Project 412!
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