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Wolf Night

Initial Logo Concepts


Universal Brand Objectives The brand must... 1. Target adults, but keep a child-like feel and a connection to children and schools. 2. Avoid creating competition with the current PCE logo, but must also have a clear connection to PCE. 3. Differentiate Wolf Night from other fundraisers, highlighting it as one that is Special, Accessible, and Big. 4. Establish an emotional connection to spur direct involvement by parents and the community


Concept One

A holistic brand that taps into the emotional connection between a parent and child and conveys a sense of purpose through the use of icons to depict the ultimate end goal of the fundraiser.


Outline, does not compete with PCE wolf

icons of items toward which fundraised money goes

Big and small wolf, parental connection

open and accessible, but sophisticated


Prairie Crossing Elementary Presents

THE FIRSTANNUAL

WOLF NIGHT October 4th, 2012


Concept Two

This brand features the school mascot, but is stylistically distinct from the PCE logo and incorporates the idea of the fundraising auction.


WOLF NIGHT


Open, accessible font with playful character Simple shapes, style different from PCE wolf

Gavel for auction

WOLF NIGHT Face: more humanized, relatable


WOLF NIGHT

WOLF NIGHT


Prairie Crossing Elementary Presents

THE FIRSTANNUAL

WOLF NIGHT

October 4th, 2012


Concept Three

A brand that does not directly incorporate wolves, but still demonstrates a clear connection to PCE, communicates the idea of an auction, and appeals for action.


WOLF NIGHT


Gavel for auction Pawprint: connected to wolves

WOLF NIGHT Tilted for action

open and approchable, but solid


WOLF NIGHT

WOLF NIGHT


Prairie Crossing Elementary Presents

THE FIRSTANNUAL

WOLF NIGHT October 4th, 2012


WOLF NIGHT

WOLF NIGHT


JX Wolf Night Initial Concepts