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LYON SPRINKLERS Creative Brief


Designer Joel Felix (209) 227-0636 info@joelfelix.com www.joelfelix.com

Client Matthew R. Nelson Lyon Sprinkler Irrigation Systems lyonsprinklers@gmail.com


LYON SPRINKLERS 03

Problem Statement

04

Identity Aspirations

05

Parameters

07

Inspiration Analysis

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The Lion

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Competition Analysis

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Logo Evaluation

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Plan of Approach

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The Concepts

31

Refinement 1

37

Typography

41

Color Variations

43

Refinement 2

45

Final Product

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Identity Guidelines


PROBLEM STATEMENT

“SAVE THEM MONEY, & THE ENVIRONMENT THROUGH CONSERVATION MINDED TECHNIQUES.” Matthew Nelson is the owner of Lyon Sprinkler Irrigation Systems in Bountiful Utah. Lyon Sprinklers offers irrigation and sprinkler-system repair and optimization at an affordable rate while also practicing conservation-minded techniques that benefit both their clients and the environment. We will start with an evolutin of the current “lion” logo and moving into establishing touch-points like website, business system, and new-identity campaign. It is our goal during this process to develop an identity that communicates to the core audience. By establishing Lyon Sprinklers as a “brand” (for lack of a better word) over time, we will position it to compete with other larger well known named landscaping companies. Together with Matt’s inspiration and guidance we seek to develop an identity that speaks to his target audience and engages them on a personal level allowing Lyon Sprinklers to play an integral role in their irrigation/environmental needs.

* Identity Aspirations developed by Sylvia Harris, information design strategist.


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IDENTITY ASPIRATIONS * What a new identity can do Express the kind of group you are. Reassure the public that you are who you say you are. Connect your group to images and ideas. Serve as the thread for equity building over time. Provide consistency over communication channels.

What a new identity cannot do Make people act. Change people’s minds. Make new friends. Embody every message for everybody. Respond to current events.


PARAMETERS/APPLICATION

THE PARTICULARS Apart from conveying the core values of your company, a good identity must work across multiple forms of communications. A strong logo will be able to stand up in black and white as well as in color. It also must be able to be able to translate well across both print and web applications and withstand reduction. A logo has many variables that need to be included in order for it to be successful. Things such as color, typography, negativespace and shape all play a part in how the logo is interpereted, and the overall message it sends. While a “Timeless� logo is difficult (maybe even impossible) to acheive, what we can do is to make sure that the logo and overall identity is adaptable to its surroundings and trends of the time. Things such as packaging, business systems, specialty printing methods and social media will be kept in mind to make sure that it is both beautiful and flexible.


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LOGO VARIABLES 01

Color Palette

02

Whitespace

03

Attention to Typography

04

Adaptability

05

Shape & Form

06

Social


INSPIRATION ANALYSIS

INSPIRATION ANALYSIS We often look at a logo or an artwork that catches our eye and appreciate its beauty, but seldom do we slow down and analyze what it is about that font, or that logo, or that artwork that really grabs our attention. This quick analysis will help us to figure out what you are drawn to. From the small sample of images gathered, we are give an insight into styles that may be relevant to solving the design or your logo. While doing research I found that many competitive companies do use the “water-droplet” reference. Since the market is already saturated with that idea, I agree with your desire not to go in that direction. You also mentioned the desire to create an evolution of the current Lion logo, so I gathered what I felt were a few of the best examples of how a very old symbol can be made modern. Preference of style can be very subjective, but if we make sure that our chosen direction is aimed at your target audience then we have a better opportunity of making sure that the logo both reflects your company and attracts the desired clientele. After sorting the logos based on similarities we’re left with a list of elements that our eyes are drawn to.

01

Circlular forms

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Repeating Forms

02

Simple Lines

07

Enclosed shapes

03

Lion Illustration

08

“icon” style marks

04

Sans Serif Fonts

05

Nature Reference


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INSPIRATION ANALYSIS

THE LION The lion is a symbol for deathless courage, strength, fearlessness, bravery and royalty. Its body has been used in mythological creatures and in most cases when composing the body of the sphinx in Egyptian community. Seen as the lord of the land, the lion is compared to the Eagle which is supreme in the air. Lion is one of the favorite symbols of leadership, warriors and emperors. It is not only seen as a leader on earth but also in the spiritual realms. The lion has speed, is alert and has power, this represents all that is majestic. Just like the eagle, Kings and emperors have long included it on their coat of arms to symbolize supreme strength. Because of its noble character, strength and courage, the lion’s totem represents great power humans may have like self-control and balance of life which leads to own personal power. The lion has many valuable lessons to teach us and these lessons remain the symbols that they are associated with: self control, personal strength and courage and balance.

01

Heraldry

06

Loyalty

02

Honor

07

Dignity

03

Leadership

08

Royalty

04

Strength

05

Courage


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COMPETITION ANALYSIS

MAINSCAPE Mainscape, was founded in 1980,

01

Nature Reference

landscape management companies in

02

Sans-Serif Font

America. For over 15 years Mainscape

03

Geometric forms

has consistently ranked in the Top 100

04

Containing Shape

05

Two-Color

06

Simplified Illustration

and has grown into one of the leading

Companies by Lawn and Landscape. The company’s strengths and successes are centered on partnering with the customer to provide the highest standard of customer satisfaction.


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COMPETITION ANALYSIS

VALLEY CREST Valley Crest began over 50 years ago

01

Circular Forms

nursery in North Hollywood, Ca. It’s

02

Symmetry

grown to include Schools, Highways

03

Abstract Nature Reference

and Landmark projects around the

04

Sans-Serif Font

05

Spiral Movement

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Clean & Professional

as a neighborhood landscape retail

United States. It’s goal is to be the only national landscape company to provide its commercial clients with a full portfolio of services encompassing design, build and maintenance,


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LOGO EVALUATION Lion rampant position

Blue / Grey professional color palette

0 1 Simplified Silhouette

0 1 No reference to genre of work

02 Professional Color Palette

02 Feels outdated

03 Lion full of symbolic meaning

03 No type associated with logo 04 Logo does not reduce in size well


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EVALUATION Upon evaluating the current Lyon Sprinklers logo I found several positive design elements that I’d like to include in our concept development. I’ve also found some things that I think we can improve upon. After reading your answers to the questionnaire and getting your input, I feel that the current logo is not up to your expectations and doesn’t fully meet the desired image of Lyon Sprinklers. The logo itself is a silhouette of a lion often found in ancient heraldic crests. The lion has a lot of symbolic reference that can be relevant to your business model, (such as Honor Leadership Strength, etc.) but because of it’s historic reference it does need to be made relevant to today’s current logo criteria. There also needs to be a logo-type paired with what ever symbol we come up with for Lyon Sprinklers. I’ll also keep in mind diversity of application and make sure that symbol and type can be used in alone as well as in conjunction with one another.


PLAN OF APPROACH

PLAN OF APPROACH As stated before there were several positives from the current logo that I’d like to try and push further and expand upon. I will try approaches that keep in mind the list of keywords listed to the right. My goal will be to used your desired symbol of a heraldic lion and update his look to communicate better in today’s branding standards. I will keep with simplified illustrations and choose colors that keep with conveying a sense of professionalism and modern sensibility.


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MODERN LION TECHNOLOGY INTELLIGENT WATER RESPONSIVE SAVVY PROFESSIONAL FRIENDLY


THE CONCEPTS

THE CONCEPTS In the following pages you’ll see four examples/concepts, that I felt were strong enough to pursue and different enough to provide you with options on how to solve this design problem. The color has not been fully worked out yet but and can be changed in the next phase of edits. I concentrated on developing a simple mark that would hold up well in both print and web applications. You’ll see several different interpretations of the heraldic lion with a modern look and feel. Please review the following concepts and take note of any of the logos that resonate with you.

Key words 01

Modern

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Professional

02

Heraldic Lion

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Responsive

03

Technology

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Savvy

04

Intelligent

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Friendly

05

Water Wise

Please keep in mind the keywords above when evaluating the proceeding logo concepts.


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CONCEPT // 01


CONCEPT // 02


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CONCEPT // 03


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CONCEPT // 04


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REFINEMENTS 33

Approved Concept

35

Refinements

37

Typography

41

Color


APPROVED CONCEPT


APPROVED CONCEPT

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APPROVED The logo on the left has been approved by both you (the client) and I (the designer), to be further refined. The next phase of revisions will focus on refining the Lion logo, pairing it with the right typefaces and exploring color variations. Of the typefaces you suggested I think the FF Karbin Display Black is the best option to consider. If you feel it is the best of the following variations It will be licensed for use and will be added as a line item in the final invoice. It will also be included in the final deliverables for you to use on your computer and for any other future promotional materials.

Refined Focus 01

Refine the Lion

02

Explore Color Variations

03

Explore Type Variations

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License font if applicable

FF Karbin Display Black ($45) www.fontfont.com *Entire Karbin Family - 10 fonts ($309) www.fontfont.com


REFINEMENT

Can we flip on the vertical axis so the lion is facing the other direction. The text should say “Sprinklers & Irrigation” not “Sprinkler & Irrigation” Other possible word choices could be “Lyon Sprinklers” or Lyon Sprinkler Irrigation Systems.” I like the Holden logo in the brief, in the Inspiration Analysis section, as it has a mane with some texture to it. Can you show me a few more typography examples. Feel free to mix fonts (like in #2 with the serifed above and sans-serif below).


REFINEMENT

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* Before

* After

Full Lion Edited


FIND THE RIGHT TYPE

Cholla Slab Bold

Neutraface Display Slab Titling


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FF Karbin Display Black

Bender Inline


FIND THE RIGHT TYPE

Cholla Slab Bold & Interstate Black Condensed

Neutraface Display Slab Titling


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FF Karbin Display Black & Triplex Serif

Bender Inline & Bender Solid


FIND THE RIGHT TYPE

Regal

Earthy


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Warm

Aquatic


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FINAL PRODUCT

Primary Logo


SPECIAL VARIATIONS

Secondary / Alternate Logo Versions

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IDENTITY GUIDELINES

Primary Logo

Blue Indicates Clear Space which must be kept free from other elements. Grey padding indicates a preferable Safe Zone. Magenta Indicates type element alignment and boundaries.

*The minimum required clear space is defined by the measurement ‘X’ equal to double the height of the lower type treatment

Color Palette PMS 309C C=100 M=64 Y=65 K=60

PMS 3125C 70% 50% 30%

C=83 M=0 Y=21 K=0

30%GREY 70%

50%

50%

70%

30%

90%

*These colors shown here may not accuratley reflect the pantone standard matching system. For best result please refer to a PMS swatch book.


IDENTITY GUIDELINES

Alternate Logo Versions

Typography

Bender Inline

Bender Solid

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DIGITAL FILES

Included Files 01

Logos (B/W & Color)

02

Secondary Logos

03

Font Files

04

ASE. Color Files


www.joelfelix.com


Lyon Sprinklers Creative Brief / ID. Guidelines