Kroc Center Verse of the Year 2020.

LOGO DESIGN + PRODUCT INTEGRATION

February 2020

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Elegant Scripture Design. Modern Sans Serif Type.

What was done:

Logo design
Concept and execution
Visual evolution
Product design
Digital strategy
Hand lettering
Animations

Challenge + Solution.

Logo design made for The Salvation Army Kroc Center of San Diego. This design was created for Mission Integration, which was used in a variety of different ways—including t-shirts, murals, stickers, and printed production.

Creating a unique, modern, and clean design that expresses the beauty of the verse, while also considering branding standards for the company.

Starting with researching a variety of different scripture designs and hand drawn rough sketches, the final design incorporated a hand-lettered typeface created by myself.


Color Palette.

Deep magenta pops when used with black and white. The color palette was kept simple so that the message of the scripture was what stood out.


Typeface.

Hand written lettering made on Procreate and Adobe Illustrator.

Proxima Nova light.

Created to be an Experience.

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Sticking to Values

Brand aspects like the company’s color palette and sans serif typeface were kept in order to maintain the company's playfulness. The bright colors and modern, clean style are there to reflect sunny San Diego, California.

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It’s All in the Numbers

The overall success of this campaign was measured in both how much money was raised for scholarships, as well as how the audience on social media interacted with the design. An overview of the year-long campaign and elements are reflected.

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Art Director: Peter Delgado
Designer and Photographer: Yliana Alba
Marketing Director: Glynis Eckert
Social Media Content Creator: Belinda Mendoza

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